Paul Carpenter

To spread the good news about the latest innovation in beer drinking technology, we met football fans where they are - looking for the game on illegal streaming websites.

Which led to the biggest accomplishment of my career: Greg Hahn calling me “smart-stupid”.

🏆 ANDYs: 1x Gold
🏆 D&AD: 1x Wood, 1x Shortlist
🏆 Cannes: 1x Bronze, 2x Shortlist
🏆 One Show: 4x Merit

🎥: Tony Yacenda

Miller Lite has just one more calorie than Michelob Ultra. We thought that deserved some attention. So we created this inexpensive, yet ridiculously long, calorie-burning URL that allowed fans to unlock free beer if they typed it in during our competitor’s very expensive Super Bowl ad.

🏆 One Show: 1x Gold, 2x Silver, 1x Merit
🏆 D&AD: 1x Graphite, 2x Wood, 3x Shortlist
🏆 Cannes: 1x Bronze, 3x Shortlist
🏆 ANDYs Shortlist

We used Canon’s latest technologies to let CES attendees become a character in the trailer for M. Night Shyamalan’s newest movie.

🏆 Cannes: 1x Silver, 1x Shortlist
🏆 LIA: 1x Bronze

🎥: M. Night Shyamalan

In 2025, Clorox launched a new platform: “Clean Feels Good”.
But we were worried people might dismiss that as advertising gibberish. So we decided to prove it scientifically.

Partnering with Emotiv, a wearable neuro-tech company, we hooked a bunch of people up to sensors and monitored them as they tried things that are normally associated with feeling good. And weirdly, clean won… kind of a lot.

🎥: Emil Nava

Major League Baseball had a problem. The sport was overlooking a major part of its identity. So we encouraged them to #ponleacento. 

Ponle acento literally means “to put an accent on it." And what started as a part of an inspirational manifesto quickly grew into a lasting mark, on and off the field.

🏆 Cannes: 1x Bronze, 1x Shortlist
🏆 Clio Sports 1x Grand Prix, 1x Gold, 1x Silver
🏆 One Show 2x Merit
🏆 El Sol 2x Gold
🏆 Wave 1x Silver
🏆 Clio 1x Bronze, 1x Shortlist

Hidden Valley Ranch is only serious about flavor, so it made sense that we’d prove it at the expense of something that takes itself a little too seriously: hype culture.

In the world’s first self-collaboration, we subverted hype culture by collaborating with the only other brand as serious about flavor as we are - us.

🏆One Show: 1x Gold, 1x Silver, 4x Merit
🏆Cannes: 1x Bronze
🏆 Clios: 1x Bronze
🏆 LIA: 1x Bronze

Miller64 is an extra light beer. Like, really extra light.

So we called it Beer-ish and partnered with Cousin Greg to stop people from having a bad time in January.

🎥: Daniel Grey Longino

It turns out, people love the tin Altoids come in almost as much as they love the mints themselves. We needed to find a way to celebrate the curious afterlife of this iconic tin. So we made products.

🏆 Cannes: 1x Shortlist
🏆 Clio: Bronze
🏆 Lürzer’s Archive

We had to captivate an audience on the world’s largest advertising stage, so we cast a pug as a sports correspondent in our Super Bowl campaign about how humans will do anything for Avocados From Mexico.

🎥: Adam & Dave

We needed to remind people that when it’s time to shine, a clean feeling mouth can go a long way - even if you’re a hot zombie.

🏆 Lürzer's Archive

🎥: Terri Timely

I’ll level with you. This was a difficult product to advertise. A caffeinated gum is bound to raise a lot of questions.

So we anticipated and answered.

Literally.

As in, that is my voice.

This was our way of announcing the partnership between Mexico's band (Maná) and Mexico's beer (Montejo). 

This spot almost went up into flames...actually. Thankfully, no one was hurt too badly when the Grupo Modelo brewery caught fire in the middle of our shoot.