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
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
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.