A Jew wrote your IKEA Christmas flyer

Ok, I guess I should say “holiday” flyer. But, Hannukah just ended. And those aren’t Hannukah colours on the pretty table. So I’m gonna just go out on a limb and say it’s a Christmas flyer. And I think it’s pretty impressive for a Jew to have written your IKEA Christmas flyer. Talk about being talented as a writer! And it seems the masses agree, because my Facebook photo of me holding up the flyer (with the caption: “Pssst… Don’t tell anyone, but your IKEA Christmas flyer was written by a bald, neurotic Jew.”) has amassed more “Likes” than anything else I’ve ever posted. Save for maybe my Gramma’s eulogy. But I’m sure Gramma would be proud, regardless. She was Jewish too, after all.

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I’m the 63rd best copywriter in Canada

Each year, Strategy Magazine publishes their Creative Report Card, where they rank the country’s advertising creatives based on the number of awards they’ve won that year. You can see the full list by clicking hereThis year, my name was in the credits on enough award-winning pieces to land me at #63 on the Copywriter list. Which is pretty good. But my mom says that on her list, I’m #1. Which is even better. (Ok, she didn’t say that. But I like to believe she’s thinking it.)

I wrote the Special K cereal box

Last night while shopping for overpriced cereal in a variety store, I started reading the Special K box and thought, “Wow, this writer really understands women.” And then I realized I wrote that box. Sigh. If only I could translate my understanding women into, say, getting a woman to like me.


I wrote the IKEA Midnight Madness radio ad

For IKEA Midnight Madness, I wrote a script involving Jonas (the IKEA voice) being Auto-Tuned. Since I had to write so many scripts before getting one approved by the Group Creative Director and then by IKEA, I’m pretty tapped out of witty writing. So I’ll just paste in what the sound house director, Andrew Bradley, posted on his blog: “I had the opportunity to direct another IKEA radio spot recently. Josh Rachlis wrote a fun script involving Jonas (the IKEA voice) being Auto-Tuned. I think Jonas had a great time doing it and let’s be honest, the only time we’d want to hear him sing is if it was electronically assisted like this. Comedy he can do. Singing, not so much.”

TITLE: Auto-Tuned
CLIENT: IKEA
AGENCY: Leo Burnett Toronto
CREATIVE DIRECTOR: Morgan Kurchak
COPYWRITER: Josh Rachlis
DIRECTOR: Andrew Bradley, RMW
ENGINEER: Kyle Gudmundson, RMW
Thanks to VoiceTrax West, L.A. for patching us in to Jonas.

On November 30th, 2012, we recorded at RMW Music. There’s me in the studio, with the producer drinking coffee, and the IKEA announcer woman in the booth. I can’t remember her name, but she’s got a nice voice.
Kevin Braithwaite played the DJ. While we recording, I half-jokingly and fully-racistly asked him: “You’re black. What’s some street hip hop language?” He was like, “I dunno, man. I like rock.” So basically, we’re both about the same level of blackness. Which, as you can tell from my attempt at an urban pose here, is not very black.

I sat on a panel about The Future of Advertising

On Oct. 17th, I sat on a panel at an Advertising Summit on “The Future of Advertising, PR and Corporate Communications” sponsored by HOMAD (Heads of Media and Design), with all the heads of Media and Design college programs in attendance at George Brown College. Panelists were to “address how changes in the industry are impacting their specific role/discipline and offer insight on how educators can prepare graduates for employment in the ever-changing advertising/communications world.” I mostly ranted about what pisses me off about the ad biz and threw out ideas for what I think young creative people should do in their job search. But afterward, the profs came up to me to thank me for my great thinking. One was telling me that he teaches kids drawing and that they think they have to draw like him. He liked my vision for teaching young people that there are lots of different ways to express yourself. Hopefully I’ll be sent the footage from the event so that I can post my ramblings. In the meantime, you can read about the event by visiting the report by Boost Agents here.

I wrote this Eggo commercial sequel

My creative partner George Longley and I created the musical Eggo commercial that launched in April 2012. (Check it out here.) At the time, we also created a second spot with a different song. At long last, the toaster has popped, so to speak, and the second spot is on the air! Feast your eyes and ears on it below:

I wrote the Bounce ad in today’s Metro

I actually wrote this print ad over a year ago, I think. But I came across it this morning while reading today’s Metro paper on the subway. I guess it’s so clever that it keeps on working for Bounce. Just like Bounce freshness keeps on working. (See what I did there? Watch and learn, aspiring copywriters. Watch and learn.)










The 1st part of the headline refers to the sheets, the 2nd part to the bar. The body copy reads: “Like taking control with sheets? Or want to kick back and let the dryer bar give you automatic Bounce freshness for about 4 months at a time? Whichever type you are, you’ll be the type of person who has awesomely fresh laundry every time.” Tagline: “How do you get your Bounce?”

I wrote the end-of-summer IKEA flyer

Did you get one of these IKEA flyers in the mail yet? If so, you should think of two things. 1) Great deals on stylish furniture, and 2) Me slaving away to entertain you with a few short words that convey style, savings and selection, all at the same time. You’d be surprised at how particular IKEA is about having just the right headlines for their flyers. But after many back-and-forths, here are my 3 headline masterpieces! Now, I just have to figure out how to make my condo look like these photos.

I wrote this IKEA Back To School radio ad

Here’s an IKEA Back To School radio ad that I wrote. It’s called “Agreeing” and went to air on July 30. I know, I know – It’s Back To School time already? How depressing! But hopefully this ad will help cheer you up.
On the left is Katherine Cappellacci, who played the daughter. Then there’s me, who wrote this brilliant piece of comedy. Then there’s Tracey Hoyt, who played the mom. And in the frame is a childhood photo of Jonas, who is the Swedish voice of IKEA and is in the radio ad too. Not sure why his childhood photo was in the recording studio, but it worked out for the purposes of this shot.