Colby Spear
...is an advertising creative and copywriter. Originally from the boutique-sized state of Rhode Island, he’s now based in New York City. He’s a graduate of Miami Ad School in Hamburg, Germany.
EXPERIENCE:
2021 → present - Freelance
(72 & Sunny, Mekanism, FIG, Translation, Mojo Supermarket, Peloton, Coinbase, Nike, and more)
2019 → 2021 - McCann, New York
2017 → 2019 - Anomaly, New York
2015 → 2017 - Ogilvy, New York
2015 - Sid Lee, Montreal
CLIENTS:
Meta x Ray-Ban, Nike, Coinbase, Peloton, Activision Blizzard, Bleacher Report, Google, WhatsApp, Smirnoff, Verizon, New York Lottery, eBay Sneakers, Panera Bread, Hershey’s, Lenovo, Motorola, UPS, American Express, Coca-Cola
CONTACT:
Project: There’s Some Hockey in You
Client: Bleacher Report x NHL
Agency: Mojo Supermarket
Gen Z wasn’t watching hockey. Not because they didn’t want to, but because they didn’t realize how much they have in common with the sport. They’re both loud, they’re both extra, they both love firing off spicy takes. They’re basically kindred spirits that have been circling each other on an icy rink, just waiting to be nudged towards a collision. This campaign did just that and helped Gen Z realize “there’s some hockey in you.”
Featured on Muse by Clio.
The campaign kicked off with this spot.
And then we got Gen Z’s attention with cryptic out-of-home and guerilla, that encouraged them to text H-O-C-K-E-Y (462539) if our headlines appplied to them.
We even launched a hockey-themed hot sauce called “Hot As Puck” for Gen Zers that are too spicy. The sauce arrived with a challenge: The Two Min Sin Bin Challenge. It goes something like this, try the sauce, then don’t eat or drink anything for two minutes afterwards (the same amount of time as a hockey penalty). If you can last, you might be cut out for hockey.
Creative Director: Chris Rowson
Associate Creative Director: Caitlin Harsh
Associate Creative Director: Colby Spear
Copywriter: Brian Marcolini
Art Director: Eddy Allen
Director: David Wilson, Riff Raff