PETER KNIERIM - CREATIVE DIRECTOR: ALL DETERGENT

The Challenge: All Detergent was being featured on the Celebrity Apprentice. Cool, right? Well, in the hands of celebrities, the product didn't come off in the best light.

The Idea: To make lemonade, we created a program where contestants Joan and Melissa Rivers each created videos that could make them and, most importantly All, look a little better. A vote for either video gave visitors a chance to win a trip to the Apprentice finale, plus each vote donated money to charity. We even created a TV spot to drive to the promotion online. Laundry fairies even showed up at the BlogHer conference, an audience with whom we knew the program had been well received. Want pictures? Just check Flickr.

THE DETAILS

C R I S P I N P O R T E R + B O G U S K Y Boulder
Associate Creative Director [2010-now]

R A Z O R F I S H New York
Creative Director [2007-2009]

I was brought in to help build a new advertising capability. Over two and a half years, I helped build a group that won clients like Mercedes-Benz, AXE, and All Detergent. I also did work for Capital One, T Rowe Price, Partnership for a Drug-Free America, Sheraton, Westin, and Morgan Stanley.

M O D E M M E D I A Norwalk, CT
VP, Creative Director [2005-2007]
VP, Associate Creative Director [2003-2005]
Senior Copywriter [2000-2003]

I worked on Delta Air Lines, and they're still using some of my ad work years after I've left. During that stint, I also helped to define their low cost carrier, Song, start to finish. Some of my other clients included Heineken, IBM, Kraft Foods, JCPenney, Citibank, and General Motors.

B B D O New York
Consumer Healthcare Division (HMC)
Creative Supervisor [1999-2000]
Copy Supervisor [1997-1999]
Copywriter [1995-1997]

It's here where I cut my teeth on some of the most challenging stuff to write well. I learned the fundamentals from old pros from BBDO, DDB, and Wells Rich Greene who birthed "From A to Zinc," "Merrill Lynch is bullish on America" and Robitussin's "Dr. Mom."
While there, I wrote the world's first pharmaceutical TV spot with the list of horrible side effects (for Depo-Provera). Stuart Elliott wrote about it, the Wall Street journal called it mind-numbing, and I was on my way. I also worked on Alcon Vision Care, Pfizer products including Zyrtec and Bain de Soleil.

E D U C A T I O N
Syracuse University
BS: Newhouse School of Communications
Advertising Major
Ad Design Minor

ALL DETERGENT - LAUNDRY FAIRY

INFO

CLIENTS

THE DETAILS

TWEETS