With our clients in Hungary allocating the biggest bulk of their budget to TV, crafting great ads has been an important task for me as I took the Creative Director position. Year after year, our commercials are awarded Best TV at the local Golden Blade awards. We successfully told the story of the footballer Szoboszlai’s greatest assist, of the McDonald’s Detours that fans take whenever they crave their burgers, about the way Ronald McDonald Houses give children fighting illness the healing power of their parents’ hugs, or how dads trying to provide for their families in a cost-of-living crisis stay connected with their kids.
Szoboszlai’s Greatest Assist
The McDonald’s Detour
The Power of a Hug
Night Shift
My role:
Creative direction
My POV:
I wish I worked in the golden age of advertising when funny ads were the default for clients. But here I am in 2025, when brands globally start to recognize the value of laughs again, and it’s still a challenge to sell and produce PG-13 humour in Hungary. I’m trying my best every day nevertheless.