Win Bates is an Emmy-nominated commercial director who builds comedy-led brand films around unexpected casting and straight-played performances. His defining cause credit is the Monica Lewinsky / BBDO New York anti-bullying PSA “In Real Life,” which brought an Emmy nomination. Brand work spans Doritos (Super Bowl–adjacent “Focus Group” with Patrick Mahomes, Chris Jones, and Xavier Worthy), KIND Bar “Less Sugar,” Samuel Adams (including a David Ortiz spot and Oktoberfest), Carvana “Tracking All Cars,” Toyota “Don’t Mention It,” Dunkin’ with Snoop Dogg, BMW with Al Roker—his first project integrating AI in some scenes, covered by AdAge and Muse by Clio—and Zocdoc “Rash,” plus Pepsi, Burger King, DoorDash, Nike, Jordan Brand, Kids Foot Locker, Lexus, VW, Subaru, Pedigree, Motorola, and 7-Eleven. In June 2026 he joined Good Behavior after a multi-year Tool of North America live-action run that began in 2018; he remains on Steam Films’ Canadian roster. Cited honours include Cannes Lions, D&AD, The One Show, Clios, ANDYs, AICP, Communication Arts, ADDYs, and the 2018 Saatchi & Saatchi New Directors’ Showcase curated by Ridley Scott. On set he shoots the approved script first, then explores ALT jokes so comedy lands naturally.