I debated whether to include this, after all, it never ran. But some ideas are too good to leave in a folder. This was one of three concepts I sold to an agency, and it’s still my favorite. The brief? Disrupt the California tortilla market, which has been monopolized by two legacy brands and a sea of mediocrity. The solution? A rallying cry. A bold, flavorful uprising. We called it The Tortilla Revolution. A campaign that positioned our product not just as better, but as a cause. Because let’s be honest: the tortillas sold in the U.S.? They deserve to be overthrown. The campaign never saw daylight, but I still wonder what would’ve happened if it had. Check out the manifesto and radio script below, see if you would’ve joined the revolution.