ABOUT

Brief
To run a national advertising campaign for one of Ireland’s largest tile franchises - Right Price Tiles.

Background
Right Price Tiles had just run a radio campaign with a quirky character, but it had now run its course and they wanted a new character, one which had a face, not just a voice on radio.

Approach
I presented them with “Steve Tiler”, not to be confused with “Steve Tyler” from the band Aerosmith. Steve Tiler, was a reporter who turned up to all press conferences, movie premiers and police investigations. His main focus was surprisingly all about where people got their tiles.

I secured the services of a well known Irish actor Patrick McDonnell. Patrick had previously featured on Channel Four's Father Ted and RTE's Naked Camera. I even got Patrick to burst into my pitch meeting in the character of Steve Tiler, it went down very well.

The Irish football team at the time were now to be managed by Giovanni Trapattoni, a famous Italian footballer and manager. One of the ad executions is based on him.

Outcome
The suite of ads ran for up to six months before the global financial crises. The client then panicked and reverted back to their sale ad which they had ran for two years previous.