About Gord Laws

Hello there. I’m Gord.

I’m a consulting Creative Director, Brand Strategist and Conceptual Copywriter. My background is in creative direction/executive creative direction, brand identity, copywriting, creative strategy, magazine-content planning and feature writing. I’m also a professional voice-over artist, occasional screen actor, and event emcee. On Wednesday mornings, I co-host The Gareth Cliff Morning Show on CliffCentral.com.  I am also the co-founder, co-creator, head writer, and lead voice-actor of award-winning South African video game and comedy brand, Boet Fighter.

I currently consult to a number of brands and ad agencies.

Previously, I have worked as an Executive Creative Strategist at Honeykome, and a Creative Director at Leo Burnett, Owen Kessel and Video Swarm. I also co-own a radio-specific ad agency called Hailstorm, which is presently inactive, but I still produce a lot of radio advertising content, whether under that banner or not. I love all media, but radio advertising is a special passion of mine. I currently make most of SARU’s radio ads (Currie Cup, Springboks, Sevens, etc) and operate as their lead agency for a number of properties, including the annual HSBC Cape Town 7s event.

From 2003 to 2010, during the brand’s prime, I was both Features Editor and Entertainment Editor at FHM Magazine South Africa. I have been published in more than a dozen languages.

I really love words. Saying them, writing them and crafting them.

In my spare time, I give lectures (often to Vega Students), draw cartoons, write poems, create children’s books, and obsess over Manchester United (incidentally, I started a supporters’ club in 2014 which now boasts more than 400 active members. #GGMU).

I am a British Citizen, but also proud to have been born and raised in South Africa.

That’s probably all you need to know about me, off the bat. But, if you are interested in some more extraneous detail, feel free to read on…

A Short(ish) History of Me

After studying Journalism (Midrand University) and Advertising (Vega), I spent eight years (2003 – 2010) as Features and Entertainment Editor at FHM Magazine during its heyday, where I played a key role in planning, creating, crafting and selling a few million magazines.

I also doubled as a brand-ambassador superhero called “FHM’s Captain Beer”, which I created, played, and then produced content around. Ask your big brother or dad… They may have been fans. Ha, ha, ha!

I won a dozen or so editorial awards during my time at FHM. I’ve since won a few more awards with some other print titles, including Men’s Health.

Then, for three years (2012-2014), I worked at advertising agency, Owen Kessel. Initially, as a Senior Writer, before becoming a Creative Director there.

gord Laws voice over
In the booth, recording voice

During 2014, I worked as a freelance Content Consultant, advising a number of advertising, publishing, digital and video-production agencies, generating ideas, crafting brand-identities, executing content and strategising brand communications. Some of of the brands I worked on included The Springboks, The Sevens, Price Check, Primi Piatti, Vega, DStv, Cash Converters and SportingBet, among a whole bunch of others.

Today, I consult to a number of agencies and brands on brand strategy, creative ideation, creative direction, pitching, and copywriting. My regular and recent clients include Leo Burnett, Publicis Groupe International, Liquorice/Lost Boys, SA Rugby, Isobar, TBWA Hunts Lascaris, Grey/WPP Team Liquid Prodigious and others.

In 2018, I was contracted to work with Absa for five months, prototyping potential content models and ecosystems that they could use a yardstick against which to measure future ideation, and to produce a “best practice” manual/”Bible”, for approaching content in general; with a focus on digital platforms.

I also offer corporate seminars and workshops on content strategy in general, improving presentation of work and pitches, the laddering of creative strategy, and proper writing techniques for the corporate environment, as well as the odd lecture or graduation ceremony at Vega, where I am an Advisory Council Member.

As a professional voice artist, I’m proud to be represented by Owen S Management. I have voiced campaigns for many brands, including KFC, Subaru, Springbok Rugby, Old Mutual, Spur, DStv, Cadbury and literally too many more to mention (or even try to remember). I’ve done a bit of acting and comedy too.

I have a comedy channel on Youtube and Facebook called “Hard Eddy’s Gaad to Laaf“, where I play Hard Eddy – a well-meaning but idiotic Joburg “boet” from Fourways who issues “useful” life advice. Hard Eddy also occasionally delivers the “Fourways Report” on the Gareth Cliff Morning Show. And, he’s the star of a video game called Boet Fighter, which I produced in collaboration with some very talented people.

In 2014, I co-founded a radio-specific Advertising Agency called “Hailstorm: Radio-advertising Specialists” with my long-time friend and former FHM colleague, Louis Raubenheimer. We’re both passionate about the radio-advertising format. The business is currently inactive, but always in a ready state of standby.

Gord Laws on 3Talk
Talking weight-loss on 3Talk with Noeleen, 2011.

In 2009/10 I lost 67kg. I still write and speak extensively on my lifelong struggles with weight, which has always been significantly up and down. In my life I have lost (and eventually regained) a total of 200kg, all told. It’s a subject I’m passionate about and is one of the central themes of my life.

I collect tattoos, and proudly endorse Rasty Knayles at 1933 Classic Tattoos in Braamfontein, Johannesburg.

I like to draw cartoons and to write poems. I’m pathetically besotted with my kitty cat, Blacky Chan. She’s kinda Instagram famous. And, as mentioned, I’m a lifelong Red Devil.

Thanks for stopping by,
Gord Laws.

Catch me on:
Instagram (personal)
Instagram (training and weight loss)

Radio advertising:
A collection of some ads that I’ve written and created can be found here.
A collection of some adverts for which I’ve recorded voice can be found here.


9x FHM Magazine Excellence Awards (2004 – 2008)
Media 24 Excellence Award 2006 – Best Entertainment Feature – “Captain Beer’s Metal Adventure.”
Media 24 Excellence Award 2007 – Best Entertainment Feature – “Captain Beer’s Oktoberfest Pilgrimage.”
Media 24 Excellence Award 2008 – Proudly South Africa Award – “Around SA in a Day”
PICA Award 2013 – Best in Category: Health & Wellness – “King of the Fat Guys” (Men’s Health)

3x Creative Circle Ad of the Month Awards (Radio) (2nds & 3rds) – Assorted radio adverts
Creative Circle Ad of the Month Award (TV) (3rd)Business Day “Understand Your Country, or Lose it”
Creative Circle Ad of the Year Award (TV) (3rd) – Business Day “Understand Your Country, or Lose it”
Sunday Times Orchid Award – Business Day “Understand Your Country, or Lose it”
2014 Cannes Lions – Shortlist – Business Day “Understand Your Country, or Lose it”
2014 Silver Loerie Award – Business Day “Understand Your Country, or Lose it”
– 2017 Bronze Bookmark Award – Sportingbet “Bet You He Doesn’t Skip” Youtube/TV Campaign
– 2020 Silver and Bronze (x2) Bookmark Awards – Boet Fighter/KFC Comic Con Collaboration


  1. S

    Hi Gord, my daughter is going to Vega next year, she wants to study Bcom digital marketing, I want her to enroll in the Bcom Strategic Brand management (which includes digital marketing as a module)
    Which one would YOU choose?

    P.S. Love Wednesday mornings with you

    • I just stumbled back on this comment. How did this all pan out?

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