Lesly Pyle | Copywriter

Business Challenge
Ram has many audiences – from moms to farmers to the press – all calling for different approaches to selling trucks. Even though the bar was high, the budgets were low. 
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Creative Solution
We got resourceful – creating completely new ideas from old footage. We crafted messages ranging from heartfelt to hard-hitting while ensuring each spot laddered up to Ram’s “Built to Serve” promise.

*h/t to those who shot tons of footage for future use. I am your future. And the future is grateful.
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Team
Agency: TRG (The Richards Group)
CCO: Sue Batterton
GCD: Rob Hollenbeck
GCD: Greg Christensen
ACD/Copywriter: Lesly Pyle
Head of Brand Strategy: Dave Snell
Strategist: Allison Riffe
Brand Principal: Dave Allen
Group Brand Director: Tyler May
Brand Manager: Alissa Llort
Art Directors: See videos
Producers: See videos

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Press
2024 Catch+Release Podcast
2020 Modern Copywriter
2011 NBA NBC Sports
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Business Challenge
When I started working for Jamie Barrett, he asked what he could do to keep me happy. I simply said, “Don’t let me get bored.” And boy, did he deliver. Because his next question led to an idea so new it was all over the news. He asked: "How would you launch the Warriors’ next season?"

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Creative Solution
I asked: "Has any team ever made a promise to their fans that they had to keep? Or else?" And so was born pro sports’ first “Fan Contract” where the Warriors went all-in in writing. They offered fans a 100% risk-free opportunity to “Sign With The Warriors.” If the team didn’t perform as promised, the fans earned rewards. Either way, the Warriors earned eyeballs.
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Net Net
Golden State retained 84% of Season Ticket Holders — setting a new record. It also got tons of free press. And over a decade later, people are still talking about this project.
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Team
Agency: Goodby Silverstein & Partners
Creative Director: Jamie Barrett
Concept Creator: Lesly Pyle
Contract Copywriter: Rafi Kugler
Art Director: Stefan Copiz
Account Director: Jason Bedecarre

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Businesss Challenge
NorCal Honda was a tier-two retail client. Not quite big budget brand work. But not quite local dealer ads either. Tier-two’s role was to sell inventory, not image. Baker Street Advertising believed in doing both.
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Creative Solution
Baker Street crafted the NorCal Honda brand to zag in the heavy traffic of typical retail TV. We broke all the rules by refusing to scream about prices and promos. Instead, we treated customers like smart humans who were capable of making informed decisions. And they rewarded Honda with their business. Then Honda rewarded us with more of their business.

Respect always wins.
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Credits and accolades noted with respective spots.

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Business Challenge
How to...
Turn a quick-turn brief into a creative opportunity.

How to…
Recycle old footage into a completely fresh idea.

How to…
Pull off a rug-pull in only :15.
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Creative Solution
We usurped YouTube's most searched term: “How to.” Then added a twist.
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Team

Agency: TRG (The Richards Group)
GCD: Rob Hollenbeck
GCD: Greg Christensen
ACD/Copywriter: Lesly Pyle
ACD/Art Director: Cassie Kite
Brand Principal: Dave Allen
Brand Manager: Tyler May
Producer: Jenny Wolk
Strategist: Allison Riffe
Post: Camp Lucky
Editor: Logan Hefflefinger
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Accolades

2024 ADDY

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Business Challenge
The Choctaw Nation wanted to rekindle pride in the tribe. Their in-house creative department shot long-form interviews of real tribal members with inspirational careers. They needed us to create TV spots that drove people to the website where the full stories live.
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Creative Solution
We filmed real Choctaw members who spread a message of unity, aspiration – and the critical role of preserving their culture by sharing their stories.

We also hired singer/songwriter Samantha Crain to compose an original score. Her vocals translate to: "We are Choctaw. We are here."
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Team
Agency: TRG (The Richards Group)
CCO: Sue Batterton
GCD Art: Tim Tone
GCD Copy: Clint Carter
ACD Copy: Lesly Pyle
Sr. Art Director: Michal Kumpf
EPs: Sheri Cartwright & Lynn Louria
Brand Principal: Rhonda Contreras
Brand Group Director: Tara Allison
Brand Director: Lilli Boren
Strategy Director: Monik Ladha
Connections: Feba Varghese

Production Team: Seed Media Arts
Film Director: Ed McCulloch
EPs: Dani Zeitlin & Brad Johnson
Editor: Scott Hanson
VFX: John Shafto
Sound: Roman Zeitlin
Color: Katherine Fox
Music: 3-minute original score by Samantha Crain. (Edited for TV by Scott Hanson, Roman Zeitin, Michal Kumpf & Lesly Pyle.)

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Business Challenge
How can Choctaw Casinos battle the perception that gaming is the only reason to make the drive from Dallas to Durant?
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Creative Solution
We created a multi-media campaign for Choctaw’s sponsorship of the 2024 Academy of Country Music Awards. Our goal was to introduce country music fans to Choctaw’s award-winning concert venue where many ACM award-winning artists perform.

We made 75+ pieces of creative. Here's a few of our greatest hits.
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Team
Agency: TRG (The Richards Group)
CCO: Sue Batterton
GCD: Tim Tone
GCD: Clint Carter
ACD/Copywriter: Lesly Pyle
Sr. Art Director: Michal Kumpf
Sr. Copywriter: Mike Taylor
Art Director: Brandon Nguyen
Brand Principal: Rhonda Contreras
Brand Group Director: Tara Allison
Brand Director: Lilli Boren
Brand Supervisor: Nina Kesava
Brand Manager: Laynie Monroe
Video Producer: Cassie Greenwald
Print Producer: Karen Newman
Sr. Designer: Kelly Westerholt
Strategy Director: Monik Ladha
Connections: Feba Varghese
Production Partner: TRG Studios
Event Partner: Latitude
Entertainment Partner: Strong Side

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Business Challenge
What’s a brand to do when tons of outdoor placements all over the U.S. become suddenly available — without time for a shoot?
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Creative Solution
We used existing photography to create “If you know, you know” messaging tailored to every city and unique location.
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Team
Agency: TRG (The Richards Group)
CCO: Sue Batterton
GCD: Rob Hollenbeck
GCD: Greg Christensen
ACD/Copywriter: Lesly Pyle
Art Directors: Rob Hollenbeck & Kristen Scialo
Brand Principal: Dave Allen
Brand Manager: Alissa Llort
Print Producer: Karen Newman
Strategist: Allison Riffe
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Accolades
The ad nerd in me geeked out big time when I saw these hanging in TRG’s new biz pitch room. And some are featured on the agency’s website. What a fun surprise.

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Business Challenge
Hotel Nikko wanted to convey their Zen-like experience as a differentiator from other 4-star properties in SF. But convincing people to stop and smell the roses, even while on vacation, ain’t easy.
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Creative Solution
Our research uncovered this insight: “In the world of luxury hotels, personality goes a long way.” It drove the thinking behind our playful “Stay in the Moment” campaign that’s anchored by a graphic time stamp — a reoccurring device marking every metaphorical magic moment in a guest’s stay.
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Team
Agency: Baker Street Advertising
Creative Director: Brian Bacino
Art Director: Ken Woodard
Copywriter: Lesly Pyle
Strategist: Howie Leibach
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Accolades
The Bus Stop Poster Series and In-Hotel Poster Series both won top honors at the Communicator Awards.

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Personal Challenge
Cut to 2014.
My grandmother asked me to write a memory about her. She had dementia and wanted to hold onto every bit she could. My grandma was onto something.

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Creative Solution
#PyleOfMemories, a social media series of short stories for dementia awareness was born.

Cut to 2021.
Some friends suggested I turn my short stories into a full-length book. Maybe they were onto something? I said I’d do it as long as it could do some good in the world — as a fundraiser for dementia research. In my most inspired creative moment ever, I realized this passion project would have much bigger impact if it included mini memoirs from people with much bigger names than mine. See below for a full list of coauthors like Jeff Goodby, Luke Sullivan, Jamie Barrett & Gerry Graf. Their “Donated Memories” made me realize we’re all onto something: Write the good stuff down before it’s lost forever.

Cut to 2023.
Pyle of Memories became an Amazon Best Seller among titles by Tina Fey, Nick Offerman and Bill Bryson. It’s avail via Amazon here.

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Cover Designer:

Jon Soto
(Creative Director/Art Director)
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Memory Donators
(in alphabetical order):

Brian Bacino
(CCO & Commercial Director)

Rob Baker
(Co-Founder of Baker & Bonner Creative Emporium)

Dustin Ballard
(Creator of the hilarious “There I Ruined It” music videos & Social Media Influencer)

Jamie Barrett
(Founder of Barrett Hofherr)

Alexis Bingham
(Writer & Dog Foster)

Kate Catalinac
(Writer & CD)

Greg Christensen
(Writer & GCD)

Andy Coulston
(CD & Art Director)

Cameron Day
(Author of The Advertising Survival Guide Trilogy)

Suzanne Finnamore
(Author of My Disappearing Mother: A Memoir of Magic and Loss in the Country of Dementia)

Debra Fried
(Author of the blog Ruffle & Creative Director)

Michael Folino
(Writer)

Jeff Goodby
(Co-Chairman of Goodby, Silverstein & Partners)

Gerry Graf
(Co-Founder/CCO of SlapGlobal)

Ty Hutchinson
(Author of 40+ Crime Thrillers)

Thomas Kemeny
(Author of Junior)

Kenny Lee
(Author of We, But Me.)

Mark Radcliffe
(Writer & Musician)

Ethan Rios
(Writer & Photographer)

Russell Rowland
(Author of 5 novels, including Cold Country, In Open Spaces and 56 Counties)

Rich Siegel
(Author of the blog Round Seventeen & 1/2)

Jon Soto
(CD & Art Director)

Matt Stiker
(SVP, Strategy @ Madden Media)

Luke Sullivan
(Author of Hey Whipple, Squeeze This.)

George Tannenbaum
(Author of the blog Ad Aged )

Laura Tannenbaum
(Writer & CD)

Suzy Watson
(Writer)

Jack Westerholt
(CD & Copywriter)

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Accolades

The following honors give us hope that our book will actually make a difference. Which will be the only thing that truly matters.

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Catch+Release Podcast | 5.2024

The venerable Tom Christmann had me on his latest podcast series called Lost in Found to discuss how Pyle of Memories exemplifies the power of human connection.

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Amazon Best Seller List | 9.2023

Three days after launch, our book was on the Amazon’s Best Seller List in the humor category among titles by Tina Fey, Norm MacDonald, David Sedaris, Nick Offerman and Bill Bryson. What?!

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The Connie Andrews Advertising Spirit Award | 11.2023

Excerpt from the TRG Advertising certificate:

"May your work on projects such as 'Pyle of Memories' serve as a beacon to others that hard work and an unwavering commitment to excellence always pays off."

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The Side Show Awards | 10.2021

A few pre-publication sample chapters won Gold at an award show that recognizes side passions by creative professionals.

Click on the titles below to read the samples via Medium):

- Chapter 1: “Grandma Outlaw”

- Chapter 2: “The Frozen Four”

- Chapter 41: “Mississippi Counting”

Business Challenge
How can a challenger brand like Ram steal Ford and GM's thunder at the State Fair of Texas Truck Zone?
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Creative Solution
We had some fun. And poked some at our competitors too.
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Team
Agency: TRG (The Richards Group)
GCD: Art: Rob Hollenbeck
GCD: Greg Christensen
ACD/Copywriter: Lesly Pyle
CD/Art: Pete Everett (2022)
ACD/Art: Sam Langford (2023)
Brand Principal: Dave Allen
Brand Manager: Alissa Llort
Print Producer: Karen Newman
Strategists: Dave Snell/Allison Riffe

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Business Challenge
1. To convince pet parents to travel to San Francisco (and stay at Hotel Nikko.)
2. To help the SF SPCA find homes for abandoned animals.
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Creative Solution
"49 Dogs (And One Cat) | The Insider’s Guide to San Francisco" is truly the book that gives back. Why would a hotel invest so much in this project? Because it told a far richer story than a paw print icon on a website ever could:
— Hotel Nikko is located in the heart of a city that welcomes all people (and pets) with open arms.
— Hotel Nikko’s hospitality reaches beyond the service desk. Aside from creating a beautiful keepsake that showed all the amazing pet-friendly places guests could visit in the Bay Area, the hotel donated a portion of the book’s proceeds to the SF SPCA.
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Team
Creative Director: Brian Bacino
Art Director: Ken Woodard*
Photographer: Michelle Russ*
Copywriter: Lesly Pyle (Title/Concept/Ads)

*Ken and Michelle deserve big props for the book. Since it’s packed with pics (and very few words), my role was to help create the concept and title, cast pets and locations, stay out of the artists’ way, then promote the final product. Ahem, “49 Dogs (and One Cat)” can be yours for only $49.

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Business Challenge
If the Giants won the World Series again in 2016, it would be their 4th in only 6 seasons. We needed fans to believe that packing the park would lead to another Fall Classic.
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Creative Solution
Leveraging the long-standing “Together We’re Giant” mantra that tied fans to the championships in 2010, 2012 & 2014, we also wanted to highlight history in the making as no one in our lifetime had witnessed a team so full of unique talent — and unique characters.
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Team
Agency: Baker Street Advertising
Creative Director: Brian Bacino
Copywriter: Lesly Pyle
Art Directors: Stefan CopÍz/Carrie Ammermann
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The Giants ultimately chose one of the other campaigns we presented, but I still have a lot of love for this one.

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Business Challenge
Sell Oklahoma as a vacation destination. Let that sink in. Now, imagine your production schedule was cut by 6 months but you still have to deliver a 168-page Travel Guide to bring in much-needed tourism dollars. You have to research it, write it, design it and get it through the gauntlet of government approvals.
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Creative Solution
Step 1. Hire an incredible designer.
Step 2. Rethink how the story of Oklahoma has been told.
Step 3. Gain the knowledge that Oklahoma is a nice place to visit but a tough place to make a living.
Step 4. Deliver on time.
Step 5. Move back to California.
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Team
Agency: Oklahoma Tourism
CD/Writer/Photo Curator: Lesly Pyle
Designer: Steven Walker
Travel Director: Sandy Pantlik
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Accolades
I’m not sure if this won any official awards. But I was told that this edition of the Oklahoma Travel Guide outperformed all other guides in Oklahoma’s history. I’ll take helping my home state over a trophy any day.

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Business Challenge
Sun-Maid Raisins have been a favorite lunchbox snack for 100+ years. But no one ate them after childhood. It was time to change that — by entering into the sports arena.
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Creative Solution
Sun-Maid came out swinging, challenging performance gels and chews on their own turf by positioning themselves as the “The Original Energy Chew.” Spoiler alert, raisins won. Not only in the head-to-head nutrition challenge. But also in sales. Naturally.
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Print Is Not Dead
Sun-Maid's first ad in Bicycling Magazine was so surprising to one reader that he wrote to the editors:

"I have to compliment your recent print ad. I'm an avid cyclist and it never occurred to me to take along raisins as an energy source. I tried a box on a long ride and have to admit they’re great as ride nutrition."
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Team
Agency:  Baker Street Advertising
Creative Director: Brian Bacino
Copywriter: Lesly Pyle
Art Directors: Carrie Ammermann/Ken Woodard

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Business Challenge
Baker Street Advertising was a creative agency with great work and great talent. But you’d never know it based on their website which showed impressive data — and not much else. Two-thirds of the magic was missing.
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Creative Solution
We partnered with Thunderbeast Digital and rebuilt the site* from the ground up to celebrate the work, the people — and, as a result — some new business wins.

*In 2021, Baker Street was bought by another agency and the website was sunsetted. RIP, sweet baby!

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Team
Creative Chief/Copywriter: Brian Bacino
Instigator/Copywriter/Art Director/Producer: Lesly Pyle
Design Director: Ken Woodard
UX Art Director: Brian Powers
Staff Bios Photographer: Nicholas Schuring/Harrison Chapman
Production Company: Thunderbeast
Video Editors: Harrison Chapman/Jane Goodwin-Bell
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Accolades
Now for a little self-promotion. This site won Silver at the W3 Web Awards for…Best Self-Promotion.

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Business Challenge
The Volunteer Center was a nonprofit organization with an identity crisis. Their target, young professionals, believed board membership was only for the C-Suite. Our assignment was to change that perception — with a $500 budget. Yes, only $500.
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Creative Solution
Get scrappy with stock. We found photos that fit our concept — and our cashflow. Did it work? Fo shizzle! In 2008, attendance doubled at The Board Match event. And this campaign has been running ever since. There’s nothing like seeing your work in the real world — making a real difference.
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Team
Agency: Rivet Global (FCB)
Copywriter: Lesly Pyle
Art Director: Tom Sieu

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Personal Challenge
The year was 2020.
The age was COVID-19.
My Instagram knowledge was 0.
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Creative Solution
What do you do when you’re locked in a condo for months with two crazy cats, a camera, and a WIFI connection? Start shooting. Start sharing. And start learning a new kind of social skill.
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Team
Comedy by Sagan & Scotlan Pyle
Captured by Lesly Pyle

#TheShenanigansOfSaganAndScotlan
@pyleofcats

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Personal Challenge
To win one of these highly off-color yet highly coveted contests: "Soto's Name That Band” or “Soto’s Name That Thing.” But how? I'm up against big-name ad guys like Gerry Graf, George Tannenbaum, and Jon Soto himself. It sounds dumb but people compare these competitions to Cannes. It may not be a Lion, but it’s still an honor.
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Creative Solution
Never give up.

After a few years of entering, on contest #152, I finally won my first SOTO. I kept playing and somehow became known as "The GOAT of SOTOS." But I think the true GOAT is Jon Soto for keeping this thing going for so long (and keeping it so wrong. So so wrong.)

Warning Label: Rated R+
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Team
Jon Soto + 100s of contestants who try to one-up each other weekly.

Read more about the contests in an article that George Tannenbaum asked me to write for his blog.