Client: Olde Country Soap (proposed)
My role: creative conceptualizing & scriptwriting
These are concepts only (see note below)
Ditching the boring pitch
The goal was to pitch sponsorship content ideas that would break away from the tired “influencer voice” and actually entertain.
I developed a series of fully scripted concepts for Etta May, a comedian known for her sass, honesty, and no-nonsense Southern charm, to sell soap in a way that would leave a pleasant scent that went beyond the tub.
A little water, a dash of sass, a dribble of brand
I channeled character-based storytelling and situational humor.
The spots blend physical comedy, relatable frustrations, and bold Southern wit. This makes Olde Country Soap feel not only functional, but funny, memorable, and even a little rebellious.
Each spot aimed to strike a balance between exaggerated fiction and everyday truth: we all want to feel clean, a little fancy, and in control of our bath products.
The full concepts can be viewed as a stylized PDF (click the button) or you can read the summations below.
You can also do both. You're empowered.
Concept One: Soap Heist
A cinematic caper where Etta tears apart her house after discovering her favorite soap is missing. She finds it hidden in her daughter’s fake bookshelf and retaliates with a prank of her own.
Sample Line:
“It was the best of times, it was the worst of times,” Etta chuckles, filling a hollowed-out book with cat litter before putting it back on the shelf.
Tone: Mischievous, cinematic, wild motherly energy
Why It Works: Transforms a simple soap into the object of obsession and revenge. In a "clean comedy" sort of way.
Concept Two: Cat hair and fancy baths
Etta cuddles her cat, ends up covered in fur, and heads to the bathroom where Olde Country Soap turns a routine hand-wash into a luxurious escape. The spot ends with her relaxing in the tub, still adorned with her trademark bandana.
Sample Line:
“Gosh, that’s fan-cy,” she whispers, already planning her bath.
Tone: Cozier, visual, relatable
Why It Works: Highlights sensory experience and comfort in a humorous, grounded way.
Live Read: Stinky horn dog advice segment
Etta answers a fan's dilemma about oil-stained skin and his girlfriend woes with her sassy honesty, while baking in a perfect soap pitch served with her gentle roast.
Sample Line:
“I recommend Olde Country Soap. It’ll leave you fresher than a thoroughbred stallion on breeding day.”
Tone: Roasting meets real advice
Why It Works: Product recommendations wrapped in personality-rich, no-nonsense delivery.
Live Read: Influencer parody
Etta rants about 22-year old's selling skincare and delivers her own “sponsored” segment about how Olde Country Soap stops her from scratching between her cheeks. No, not those cheeks. The other cheeks. Southern cheeks.
Sample Line:
“Only time I had to go up there was to pull out a wedgie.”
Tone: Satirical, irreverent, unforgettable
Why It Works: Mocks traditional influencer culture while actually delivering key product benefits (natural, moisturizing, no harsh chemicals).
The true results
While these weren’t produced...
(through not fault of Etta or myself), they remain some of my favorite examples of blending voice, character, and commerce. They show what’s possible when you trust the audience to laugh and sell without slipping into cliché.