I guess that would be me... almost.

My commercial for Life Magazine, featuring the "Kennedy Years" VHS as a free premium was and still is the most successful direct reponse commercial in the history of Time/Warner. I wrote, produced and shot it. It was so powerful, that TW translated it into four languages and used it for Life Mag, then Time Mag, and then Life Mag again. Hoo boy - did I get promotions and bonuses for my creative group at TW.

My other "great" success was the "Led Zeppelin" commercial in '98 - the highest grossing music DR spot ever. It accounted for over $70 million dollars in sales.

I am actually in production on a "how-to" video as we speak, and hope to have it ready for release by NAB '07. I'm creating it with the Vegas users group in mind - no joke!

Meanwhile, definitely check out Ken Calhoun's DR instructional site. He's got the goods right there. Sorry, I'm out on the road and don't have the address, but I'm sure either he or someone else can be of service.

I do want you to remember that Direct Response TV sales is not a "formula to success". Only 10% of the spots made ever even break even. But when you DO hit - hooboy. I've done over 100 DR spots in my career for most of the major corporations in the USA including Reader's Digest, American Express Publishing, TV Guide, Time/Warner Records, Atlantic Records and dozens of others. I've sold America more crap that it never really needed than most people. At the height of my career, I regularly sat down at bid sessions with major ad agencies. It would just be my wife/producer Kim and me, vs about five account and creative reps from Young and Rubicam, Ogilvy, Wunderman, and Eicoff, among others. We'd win the jobs because there is no hiding behind smoke-screens in Direct Response. You know if you are a success within one week. Either you are selling product or not.

I gave them the same "no bullsh*t" attitude that I lend to you guys.
Only they paid big... heh heh.

Good luck with your infomercials.

v