{"id":2375,"date":"2026-06-25T15:33:48","date_gmt":"2026-06-25T15:33:48","guid":{"rendered":"https:\/\/hughqelliott.com\/blog\/?p=2375"},"modified":"2026-06-25T15:37:18","modified_gmt":"2026-06-25T15:37:18","slug":"buckleys-awful-alarm-clock","status":"publish","type":"post","link":"https:\/\/hughqelliott.com\/blog\/buckleys-awful-alarm-clock\/","title":{"rendered":"Buckley&#8217;s Awful Alarm Clock"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The 2026 Marketing Awards awarded a merit for <a href=\"https:\/\/marketingawards.strategyonline.ca\/winners\/winner\/2026\/?e=215482&amp;u=Craft&amp;n=Buckley%27s+Awful+Alarm+Clock\">Sound Design<\/a> for this! Also shortlisted at Cannes Lions 2026. Very cool.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Buckley&amp;apos;s Awful Alarm Clock case study\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/eePvv6frlsk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The Ask<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The email starts like it usually does; &#8220;Hi Hugh. We have this thing we want to make for our client. Can you take a look?&#8221; along with a description. <a href=\"https:\/\/www.saatchi.ca\/\">Saatchi&amp;Saatchi Canada<\/a> wanted to put an alarm clock in a Buckley&#8217;s bottle for the world&#8217;s worst alarm clock. Buckley&#8217;s is well-known for the tagline <em>&#8220;It tastes awful, and it works.&#8221;<\/em><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"408\" src=\"https:\/\/hughqelliott.com\/blog\/wp-content\/uploads\/2026\/06\/buckleysAd.jpg\" alt=\"\" class=\"wp-image-2385\" srcset=\"https:\/\/hughqelliott.com\/blog\/wp-content\/uploads\/2026\/06\/buckleysAd.jpg 800w, https:\/\/hughqelliott.com\/blog\/wp-content\/uploads\/2026\/06\/buckleysAd-744x379.jpg 744w, https:\/\/hughqelliott.com\/blog\/wp-content\/uploads\/2026\/06\/buckleysAd-420x214.jpg 420w, https:\/\/hughqelliott.com\/blog\/wp-content\/uploads\/2026\/06\/buckleysAd-768x392.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Why not make the Awful Alarm Clock? <em>It sounds awful. And it works.<\/em> I ran out, bought a bottle of Buckley&#8217;s, dumped it out (or did I guzzle it, pass out and wake up two days later? I&#8217;ll never tell) cut a hole in the back did some display tests. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Number Display and Audio<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">I tested an OLED, LCD and a 7-segment display.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Turns out the 4-digit 7-segment display in red worked a treat! Realizing the plastic of the bottle becomes a lens and blue light doesn&#8217;t pass through it very well and white didn&#8217;t feel quite right either.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"7 Segment in Bottle\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/xFkZiIvOT4I?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Fortunately, the team at Saatchi&amp;Saatchi agreed that was the best option. With that checked off, I could then focus on the sound. I tried a small transducer that would have made the bottle itself into a speaker. That wasn&#8217;t loud enough. I tried a couple of different speakers. The winner ended up being a 3W 4ohm speaker. It was quite loud and was not hindered by being encased in the plastic bottle.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Large Speaker\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/sh0WwOqoar8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Then we discussed how it would all be controlled. The easiest solve is to have the ESP32 launch a Wi-Fi network, you connect to it and use a web interface served off the controller. However that&#8217;s not the most intuitive. I suggested using a rotary encoder under the cap. It&#8217;s an intuitive solution to make what appears to be a simple control method. I modelled a coupling to attach the bottle cap to the encoder and a second housing to connect the encoder base to the bottle. It looked amazing and worked so well. <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Buckley&amp;apos;s Awful Alarm Clock Rotary Encoder Cap Connection\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/oE5q9-VOjbs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">For the record there is also a web interface but the cap control was a hit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So now we have the basics covered I can concentrate on fitting everything into the bottle. First thing&#8217;s first; I need a custom PCB. The sound library will be stored on an SD card, the connections for the display, encoder, speaker, power switch, power routing all connected to an EPS32 S3.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/hughqelliott.com\/clients\/Saatchi\/Buckleys\/Fabrication\/imgs\/PCBBack.jpg\" alt=\"\"\/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/hughqelliott.com\/clients\/Saatchi\/Buckleys\/Fabrication\/imgs\/PCBFront.jpg\" alt=\"\"\/><\/figure>\n<\/div>\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Once this was confirmed, I knew I needed at minimum 12 as requested so I ordered 20 boards.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hughqelliott.com\/clients\/Saatchi\/Buckleys\/Fabrication\/imgs\/AwfulPCBs.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">I find soldering sort of therapeutic and relaxing. Here&#8217;s a timelapse of me adding connectors for the power switch.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Buckley&amp;apos;s Controller Adding 2mm Connectors Timelapse\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/Ar2u-S4jcT8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">And another of me soldering the primary connectors on.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Soldering Headers to the custom PCB for the Buckley&amp;apos;s Awfu Alarm Clock\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/1mVZqq5_otc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Designing the internal structure became my next priority. It took a few iterations to land on something that could properly hold everything and be structurally sound.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Buckleys Bottle Components\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/HFamzsK56WY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">As you can see, there an upright stand on a base. This holds the display and speaker. There is a secondary cover on the back that the PCB connects to. Sandwiched between (not in the video) is the battery.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/hughqelliott.com\/clients\/Saatchi\/Buckleys\/Fabrication\/imgs\/newMountFront.jpg\" alt=\"\"\/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/hughqelliott.com\/clients\/Saatchi\/Buckleys\/Fabrication\/imgs\/newMountBack.jpg\" alt=\"\"\/><\/figure>\n<\/div>\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">All of this is then attached to a base. Which is then attached to the bottle. The tricky part was how to give access to the power and charging. I had a visit from the Managing Director Tony Tarle who reacted to the first prototype with &#8220;this can be simpler&#8221; and pointed out some efficiencies. I closed the bottom, sliced the bottle at a pre-determined height and added a 3D printed coupling to the bottom. This had inset tabs and a screw hole with a heat set brass insert. Once inserted, you added one screw and that sealed the bottle. I printed a thin coupling to cover any cutting roughness and it ended up looking really good.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hughqelliott.com\/clients\/Saatchi\/Buckleys\/Fabrication\/imgs\/Collar2.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">I was finally able to concentrate on writing firmware. In no particular order here is what the clock does;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Set time in 12 or 24 hour display<\/li>\n\n\n\n<li>Set alarm sound<\/li>\n\n\n\n<li>Set alarm time<\/li>\n\n\n\n<li>Save settings<\/li>\n\n\n\n<li>Display time<\/li>\n\n\n\n<li>Activate alarm when appropriate\n<ul class=\"wp-block-list\">\n<li>Flash display<\/li>\n\n\n\n<li>Play audio file on loop off SD<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Snooze alarm<\/li>\n\n\n\n<li>Disable alarm for 24 hours<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Plus the controls were available through the rotary encoder web server. When choosing an alarm, a preview would play. If you were choosing on the clock itself, it played through the speaker. If using the web interface, it played through the device.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"7-Segment Display and Rotary Encoder for the Awful Alarm Clock\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/A5AgUve63Mc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Awful Alarm Clock User Interface\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/gOYcTk_f3BI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Once all this worked as it should I could button everything up. I went into assembly line mode and made 14. 13 went to Saatchi, I kept one for myself.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Internal Components Assembly\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/Vl9hV1yTWOI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/hughqelliott.com\/clients\/Saatchi\/Buckleys\/Fabrication\/imgs\/capsandencoders2.jpg\" alt=\"\"\/><\/figure>\n<\/div>\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"14 Buckley\u2019s Awful Alarm Clock internal Assemblies\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/6RU8g1IXdRo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/hughqelliott.com\/clients\/Saatchi\/Buckleys\/Fabrication\/imgs\/PartsReceived.jpg\" alt=\"\"\/><\/figure>\n<\/div>\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Opening the Buckley&amp;apos;s Awful Alarm Clock\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/QvGYnR2IRNQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">I was so grateful for the opportunity to design and build this alarm clock. Thanks, Saatchi&amp;Saatchi and Tony!<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"entry-summary\">\nThe 2026 Marketing Awards awarded a merit for Sound Design for this! Also shortlisted at Cannes Lions 2026. Very cool.&hellip;\n<\/div>\n<div class=\"link-more\"><a href=\"https:\/\/hughqelliott.com\/blog\/buckleys-awful-alarm-clock\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &ldquo;Buckley&#8217;s Awful Alarm Clock&rdquo;<\/span>&hellip;<\/a><\/div>\n","protected":false},"author":1,"featured_media":2388,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[17,18,5,7,21,8,16,4,11],"tags":[],"class_list":["post-2375","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-3d-modelling","category-3d-printing","category-build","category-code","category-creative-technology","category-design","category-electronics","category-fabrication","category-user-experience","entry"],"acf":[],"_links":{"self":[{"href":"https:\/\/hughqelliott.com\/blog\/wp-json\/wp\/v2\/posts\/2375","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hughqelliott.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hughqelliott.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hughqelliott.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hughqelliott.com\/blog\/wp-json\/wp\/v2\/comments?post=2375"}],"version-history":[{"count":4,"href":"https:\/\/hughqelliott.com\/blog\/wp-json\/wp\/v2\/posts\/2375\/revisions"}],"predecessor-version":[{"id":2390,"href":"https:\/\/hughqelliott.com\/blog\/wp-json\/wp\/v2\/posts\/2375\/revisions\/2390"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hughqelliott.com\/blog\/wp-json\/wp\/v2\/media\/2388"}],"wp:attachment":[{"href":"https:\/\/hughqelliott.com\/blog\/wp-json\/wp\/v2\/media?parent=2375"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hughqelliott.com\/blog\/wp-json\/wp\/v2\/categories?post=2375"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hughqelliott.com\/blog\/wp-json\/wp\/v2\/tags?post=2375"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}