NEWS: O&M creative takes his search for new ad partner on to TV

An Ogilvy and Mather art director is conducting his search for a new copywriting partner by running a 60-second ‘lonely hearts’ commercial on national television this weekend.

An Ogilvy and Mather art director is conducting his search for a new

copywriting partner by running a 60-second ‘lonely hearts’ commercial on

national television this weekend.



Fernando Sobron, a Spanish-born art director who has worked at O&M for

the past four years, recently split up with his partner, Dave Williams.



Although O&M is using the more traditional route of a professional

headhunter to look for new talent, Sobron decided to take matters into

his own hands.



The rough-and-ready ad, shot on VHS, shows Sobron doing a little dance

to the cheery tune, Just a Gigolo (I Ain’t got Nobody), sung by Louis

Prima.



Sobron is then shown picking up a telephone - but there’s no-one at the

other end. His direct line number at the agency flashes up on the screen

with the words: ‘Fernando Sobron is looking for a copyriter [sic].’



The ad airs as a one-off this Sunday at 8pm on Channel 4, within the

media show, Wired World. Running the film has cost O&M pounds 4,000.



Sobron originally filmed his ad as a joke. However, Patrick Collister,

O&M’s executive creative director, liked the result so much that he

decided to run it.



Collister said: ‘It’s a lovely bit of creative work in its own right and

will get people thinking about O&M.’



Sobron said: ‘I couldn’t believe it when Patrick said he would run it. I

hope it is successful - I’ll take calls from everybody and I’ll lunch

everybody.’



Sobron also created a press ad to flag the TV spot which was headlined:

‘Never let a Dago by’ alongside the words: ‘Honta misse chanc to a worka

with e besta Spanish art directore a ta O&M. See me on Channel Cuatro,

Sunday 3rd at 8pm.’



Unfortunately, Collister has since decided that the tongue-in-cheek

project was costing too much money and has now pulled the press ad.



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