Ashley Stinnett | Copywriter

Ashley Stinnett

copywriter

About

I am a senior copywriter at Anomaly. I came to advertising by way of editing books, managing talent at BBDO (not a recruiter), and selling plants (not a euphemism). In past lives, I've been a black-belt, an actress, a monk, and a meme queen.
Deeply nostalgic for early 2000s internet. The universe conspires against my tidiness. I am a wise-ass with a heart of gold. I don't like to toot my own horn, so I compiled this video of others singing my praises.
My work has been recognized by D&AD, The Addys, and of course, the New York Post.
HMU to chat crazy projects, food, or squatting on web domains.
ashleymstinnett@gmail.com • Résumé

Ashley Stinnett

copywriter

Dunkin' Run

        The Dunkin' Run. We know it. We love it. We've all had to go on it. But now, Dunkin's making it official by attaching a cool new deal to the much-loved saying. Here's to all those go-getters who Dunkin' Run.
      

The Ropes :30 TVC

Mechanics TVC

Ashley Stinnett

copywriter

Amazon Ads

Amazon Ads is trying to recruit small business owners from the likes of Meta, Google, and traditional billboards. So we created a platform called Gain The Edge and launched it through the story of two dueling car dealers who just can't stop one-upping each other.

:60 TVCs

Introducing Gina and Hank, two wildly different car dealers who happen to operate across the street from one another.

:15 TVCs

Social

On set, we also captured a ton of outtakes for a suite of lowfi, more organic-feeling content.

Ashley Stinnett

copywriter

Captain Morgan

How can Captain Morgan bring the spirit of adventure to the NFL? By creating the scavenger hunt to end all scavenger hunts—where clues could be hiding anywhere, all season long. Especially in commercials starring Bebe Rexha, Amine, and Victor Cruz.

A multi-agency effort, we led the IAT team to create a whole ecosystem of TV, OOH, social, experiential, and even voicemail-based adventures.

"Follow the Captain" :45s TVC

📞 Incoming Call

1-833-CPT-MRGN

Every frame is full of clues that could lead to prizes. Like that phone number, which naturally leads to Victor Cruz's voicemail box.

Hello, Who's This - Captain

0:00 / 0:00

Voicemail - Captain

0:00 / 0:00

Look at you - Captain

0:00 / 0:00

Product :15s TVCs

Ashley Stinnett

copywriter

Dunkin' Select

A selection of my favorite work from my time on Dunkin'. Fueling your ambition with a never-ending rotation of new products and good ol' coffee.

Press: AdAge, BoredPanda

Social

Always on, always topical, and forever memeable. I helped define our tone of voice that got nods in AdAge and BoredPanda.

OOH

Radio

Voiced mostly by Jason Mantzoukas and sometimes by the guy who played Brock on Pokémon.

"Shapes" - Dunkin'

0:00 / 0:00

"Shapes" :30 Script

VO:    Why is Dunkin' Iced Coffee $2 between 2 and 6pm?
       Because that's the best time to make your move.

       While everyone else is in their afternoon funk,
       you're running circles around them—
       and not just any circles,
       shapes no one's even thought of!
       Squircles! Circtangles! Spherazoids!

       Get a jump on the slump.
       $2 medium Dunkin' Iced Coffee from 2 to 6pm.
       America Runs on Dunkin'.

"Layers" - Dunkin'

0:00 / 0:00

"Layers" :30 Script

VO:    First, the airplane. Then, the moon.
       Now, America's greatest minds are at it again with
       their newest innovation: strawberries in lattes.

       One small step for strawberry, and one large leap
       for latte-kind.

       Dunkin's new Strawberry Layered Sips.
       Try the new Strawberries and Cream Layered Ice
       Latte, or keep it cool with the Strawberry Layered
       Lemonade.

       Sip on real strawberries layered right into your
       favorites.
       America Runs on Dunkin'.

"Labor of Love" - Dunkin'

0:00 / 0:00

"Labor of Love" :30 Script

VO:    Real love isn't about grand gestures.
       It's about the perfect pairing.

       So get outta here with that puny rose!
       And get down on one knee with a dozen Dunkin'
       Brownie Batter Donuts,
       with a decadent Cocoa Mocha Signature Latte to
       match.

       If you really want something special,
       sip on a Strawberry Dragonfruit Dunkin' Refresher
       with a sweet Cupid's Choice Donut.

       Take an arrow straight to the taste buds!
       Because Dunkin's bringing the love this Valentine's
       Day.
       America Runs on Dunkin'.

Product :30 TVCs

Ashley Stinnett

copywriter

Tanqueray

There's a right way to drink a martini, and then there's… unspeakable monstrosities. In a gin category rife with misguided newcomers, Tanqueray needed an enduring, new platform to resonate with an audience tired of fleeting trends. So we doubled down on their heritage to provoke a bold choice:

CLASSIC OR NOTHING.

Directed by Christine Yuan

TVCs

OOH

Social

Campaign World

Ashley Stinnett

copywriter

CoronaMetro

$400K WORTH OF METROCARDS DONATED

In the beginning of the pandemic, tons of people were suddenly working from home with monthlies going to waste. I slapped together CoronaMetro in mid-March to get MetroCards to essential workers before they expired.

PRESS + PARTNERS

THE WEBSITE

$7.16 on the domain, a free Wix template, and a Google form.

Doesn't look pretty, but it does the job. Just like the subway.

HOW IT TRAVELED

No marketing budget. Just posts.

Reddit r/Brooklyn post about CoronaMetro

REDDIT

Facebook post in Free Stuff in NYC group

FACEBOOK

CoronaMetro introduction in Bed-Stuy Strong Slack

SLACK

HOW IT WORKED

I manually made matches from a spreadsheet and told folks how to exchange.

CoronaMetro response spreadsheet showing color-coded matches and exchanges

Text message exchange with a maintenance tech receiving a CoronaMetro card during the pandemic

Pile of donated MetroCards with MTA receipts

IMPACT

Organic spread, community, and even an RT from Desus!

Tweet from La Rainne describing a contactless MetroCard exchange via porch drop-off

Tweet from Mariah Tyler with photo of an envelope containing a donated MetroCard

Instagram story showing a received MetroCard with the caption: The Corona Metro Program is real!! Such a blessing

SELECTED COVERAGE

NEW YORK POST

New York Post article: How you can donate time, skills and money to heroes on the front line, featuring CoronaMetro founder Ashley Stinnett

QUEENS DAILY EAGLE

Queens Daily Eagle article: Online MetroCard exchange pays the fare for essential workers

IDEALIST

Idealist blog feature: Good Idea — Share Your MetroCard / Corona Metro

Ashley Stinnett

copywriter

tariffpayback.com

On 2/20, the Supreme Court struck down IEEPA tariffs, and the courts were quick to order $166B+ in refunds... to corporations. So I made a portal for the consumers.

THE PORTAL

tariffpayback.com

Ashley Stinnett

copywriter

moneywhereyourmouth.is

Lots of pundits make predictions. But do they pay off? moneywhereyourmouth.is backtests their hot takes against the market.

THE TOOL

moneywhereyourmouth.is

Ashley Stinnett

copywriter

Just Monking Around

I wasn't allowed to talk, make eye contact, sleep past 5am, or eat garlic as a student in the Monk class. So I wrote biweekly about my experiences in my Daily Pennsylvanian column called Just Monking Around.

HEADLINES

Ashley Stinnett | Healthy self-contempt

Just Monking Around | You're not gonna like what you find looking in

By Ashley Stinnett

Ashley Stinnett | Not talking is easier than being vegan

Just Monking Around | But much, much more thought-provoking

By Ashley Stinnett

Ashley Stinnett | How to stop masturbating

Just Monking Around | Embrace the clickbait, become the clickbate (Hey-o!)

By Ashley Stinnett

Ashley Stinnett | When you monk too hard and think you're having a heart attack

Just Monking Around | Confessions, Concessions and Repentance

By Ashley Stinnett

FEATURED ARTICLE

Ashley Stinnett

copywriter

Penguin

Chaucer just doesn't hit like he used to. Because Chaucer has nothing to do with the content kids are consuming these days. But the kids aren't apathetic—in fact, if something strikes their fancy, they'll stop at nothing to absorb everything about it. That includes boys, who typically fall behind in reading more than any other group of kids.

What content are boys consuming? Video games. What do video games use to create their immersive worlds? In-game books. Penguin Backstories is an opportunity for Penguin to license their books to game studios and make books relevant to the stories they love.

Art direction by me & Javed Eid.

Case Study Video

How It Works

Penguin licenses their books to game studios for use in world-building, character development, and storylines.

The books appear scattered throughout the maps, where players can pick them up and read them.

The books are accessible in both the in-game menu and in the console menu for reading and for physical purchase.

Streamer Influencers

Penguin partners with YouTubers and streamers on Twitch to promote Penguin Backstories with author features and livestreams.

Inserting real books into an immersive story-driven ecosystem makes them relevant for kids and their friends.

Launch

Penguin teams up with the modding community to release patches in already-released video games, creating new side quests based on classic books. We tease these new quest items as easter eggs in digital, social, and OOH advertisements.

Aspercreme

✕

Aspercreme was an old-timey product trying to reach a fresh, new audience. We saw an opportunity to join the #HeelHacks trend on TikTok, numbing your heels to pain before a night out, with the Lidocaine Dry Spray product.

In 48 hours, we wrote, shot, and shipped a series of videos which went on to garner over 30 million views, triple our CTR goal, and increase sales by 70%.

TIKTOK

STATS

MY MAGNUM OPUS

A sneak peek at some of my finest work.