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"There are 3 things an advertiser wants from his ad.
He wants it good, he wants it quick and he wants it cheap.
He can have any 2 but not all 3"

(Billy Mawhinney)


I first heard this statement from Billy when he addressed the Belfast branch of the Creative Circle in 1989 (political correctness wasn’t high on the agenda in those days; hence the “he” in the above quote).

When you think about it, it makes perfect sense. Billy went on to explain that if it’s good and quick, it ain’t gonna be cheap. If it’s good and cheap, it ain’t gonna be quick and if it’s quick and cheap,
it certainly ain’t gonna be good!

I have spent the last 30 years as a producer and director of commercials trying to prove this wrong and you know, I believe I’ve managed to do it.
Working with some of the best creatives, crew, technicians and editors in Ireland, I’ve become a Jedi master of producing high quality spots,
delivered on time and on budget.

I believe that commercials are amongst the most highly skilled and effective pieces of filmmaking anywhere. They can have a significant impact through sound and vision on the emotions
and thinking of the viewer.

I believe that they should be able to stand the endurance test of being watched over and over again but, equally important, they should be effective.

(Micky O'Neill)









Screen shot 2009-11-18 at 16.14.02


Photography by Helen Sloan & Dee Elliott. Contact: Helen Sloan: +44 7980 642105 • www.espshoot.com



"There are 3 things an advertiser wants from his ad.
He wants it good, he wants it quick and he wants it cheap.
He can have any 2 but not all 3"

(Billy Mawhinney)


I first heard this statement from Billy when he addressed the Belfast branch of the Creative Circle in 1989 (political correctness wasn’t high on the agenda in those days; hence the “he” in the above quote).

When you think about it, it makes perfect sense. Billy went on to explain that if it’s good and quick, it ain’t gonna be cheap. If it’s good and cheap, it ain’t gonna be quick and if it’s quick and cheap,
it certainly ain’t gonna be good!

I have spent the last 30 years as a producer and director of commercials trying to prove this wrong and you know, I believe I’ve managed to do it.
Working with some of the best creatives, crew, technicians and editors in Ireland, I’ve become a Jedi master of producing high quality spots,
delivered on time and on budget.

I believe that commercials are amongst the most highly skilled and effective pieces of filmmaking anywhere. They can have a significant impact through sound and vision on the emotions
and thinking of the viewer.

I believe that they should be able to stand the endurance test of being watched over and over again but, equally important, they should be effective.

(Micky O'Neill)