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04/11/2008

A Trip Down Memory Lane

The other day in my “Week in Review” column I noted the
passing of the great ad man, Hal Riney, who had three of the 20th
century’s top 100 advertising campaigns as selected by
Advertising Age. So I thought we’d take a look at some of the
others on the list.

1. Volkswagen, “Think Small,” Doyle Dane Bernbach, 1959
2. Coca-Cola, “The pause that refreshes,” D’Arcy Co., 1929
3. Marlboro, The Marlboro Man, Leo Burnett Co., 1955
4. Nike, “Just Do It,” Wieden & Kennedy, 1988
5. McDonald’s, “You deserve a break today,” Needham, Harper
& Steers, 1971
6. DeBeers, “A diamond is forever,” N.W. Ayer & Son, 1948
7. Absolut Vodka, The Absolut Bottle, TBWA, 1981
8. Miller Lite Beer, “Tastes great, less filling,” McCann-Erickson
Worldwide, 1974
9. Clairol, “Does she or doesn’t she?” Foote, Cone & Belding,
1957
10. Avis, “We try harder,” Doyle Dane Bernbach, 1963
11. Federal Express, “Fast talker,” Ally & Gargano, 1982
12. Apple Computer, “1984,” Chiat/Day, 1984
13. Alka-Seltzer, Various ads, Jack Tinker & Partners; Doyle
Dane Bernbach; Wells Rich, Greene, 1960s, 1970s
14. Pepsi-Cola, “Pepsi-Cola hits the spot,” Newell-Emmett Co.,
1940s
15. Maxwell House, “Good to the last drop,” Ogilvy, Benson &
Mather, 1959
16. Ivory Soap, “99 and 44/100% Pure,” Proctor & Gamble Co.,
1882 [correct]
17. American Express, “Do you know me?” Ogilvy & Mather,
1975
18. U.S. Army, “Be all that you can be,” N.W. Ayer & Son, 1981
19. Anacin, “Fast, fast, fast relief,” Ted Bates & Co., 1952
20. Rolling Stone, “Perception, Reality,” Fallon McElligott Rice,
1985
21. Pepsi-Cola, “The Pepsi generation,” Batton, Barton, Durstine
& Osborn, 1964
22. Hathaway Shirts, “The man in the Hathaway shirt,” Hewitt,
Ogilvy, Benson & Mather, 1951
23. Burma-Shave, Roadside signs in verse, Allen Odell, 1925
24. Burger King, “Have it your way,” BBDO, 1973
25. Campbell Soup, “Mmm, mm good,” BBDO, 1930s
26. U.S. Forest Service, Smokey and the Bear / “Only you can
prevent forest fires,” Advertising Council / Foote, Cone &
Belding
27. Budweiser, “This Bud’s for you,” D’Arcy Masius Benton &
Bowles, 1970s
28. Maidenform, “I dreamed I went shopping in my Maidenform
bra,” Norman, Craig & Kunnel, 1949
29. Victor Talking Machine Co., “His master’s voice,” Francis
Barraud, 1901
30. Jordan Motor Car Co., “Somewhere west of Laramie,”
Edward S. (Ned) Jordan, 1923
31. Woodbury Soap, “The skin you love to touch,” J. Walter
Thompson Co., 1911
32. Benson & Hedges 100s, “The disadvantages,” Wells, Rich,
Greene, 1960s
33. National Biscuit Co., Uneeda Biscuits’ Boy in Boots, N.W.
Ayer & Son, 1899
34. Energizer, The Energizer Bunny, Chiat/Day, 1989
35. Morton Salt, “When it rains it pours,” N.W. Ayer & Son,
1912
36. Chanel, “Share the fantasy,” Doyle Dane Bernbach, 1979
37. Saturn, “A different kind of company, A different kind of
car,” Hal Riney & Partners, 1989
38. Crest toothpaste, “Look, Ma! No cavities!” Benton &
Bowles, 1958
39. M&Ms, “Melts in your mouth, not in your hands,” Ted Bates
& Co., 1954
40. Timex, “Takes a licking and keeps on ticking,” W.B. Doner
& Co. & predecessor agencies, 1950s
41. Chevrolet, “See the USA in your Chevrolet,” Campbell-
Ewald, 1950s
42. Calvin Klein, “Know what comes between me and my
Calvins? Nothing!” [no agency listed]
43. Reagan for President, “It’s morning again in America,”
Tuesday Team, 1984 [Hal Riney]
44. Winston cigarettes, “Winston tastes good – like a cigarette
should,” 1954
45. U.S. School of Music, “They laughed when I sat down at the
piano, but when I started to play!” Ruthrauff & Ryan, 1925
46. Camel cigarettes, “I’d walk a mile for a Camel,” N.W. Ayer
& Son, 1921
47. Wendy’s “Where’s the beef?” Dancer-Fitzgerald-Sample,
1984
48. Listerine, “Always a bridesmaid, but never a bride,” Lambert
& Feasley, 1923
49. Cadillac, “The penalty of leadership,” MacManus, John &
Adams, 1915
50. Keep America Beautiful, “Crying Indian,” Advertising
Council / Marstellar Inc., 1971

And others in the Top 100 .

51. Charmin, “Please don’t squeeze the Charmin,” Benton &
Bowles, 1964
52. Wheaties, “Breakfast of champions,” Blackett-Sample-
Hummert, 1930s
53. Coca-Cola, “It’s the real thing,” McCann-Erickson, 1970
54. Greyhound, “It’s such a comfort to take the bus and leave the
driving to us,” Grey Advertising, 1957
55. Kellogg’s Rice Krispies, “Snap! Crackle! And Pop!” Leo
Burnett Co., 1940s
58. Levy’s Rye Bread, “You don’t have to be Jewish to love
Levy’s Rye Bread,” Doyle Dane Bernbach, 1949
61. 7 Up, “The Uncola,” J. Walter Thompson, 1970s
62. Wisk detergent, “Ring around the collar,” BBDO, 1968
64. Life cereal, “Hey, Mikey,” Doyle Dane Bernbach, 1972
66. Foster Grant, “Who’s that behind those Foster Grants?” Geer,
Dubois, 1965
67. Perdue chicken, “It takes a tough man to make a tender
chicken,” Scali, McCabe, Sloves, 1971
68. Hallmark, “When you care enough to send the very best,”
Foote, Cone & Belding, 1930s
72. Levi’s jeans, “501 Blues,” Foote, Cone & Belding, 1984
74. Blue Nun wine, Stiller & Meara campaign, Della Famina,
Travisano & Partners, 1970s
77. ESPN Sports, “This is SportsCenter,” Wieden & Kennedy,
1995
79. California Milk Processor Board, “Got Milk?” 1993
80. AT&T, “Reach out and touch someone,” N.W. Ayer, 1979
81. Brylcreem, “A little dab’ll do ya,” Kenyon & Eckhardt,
1950s
82. Carling Black Label beer, “Hey Mabel, Black Label!” Lang,
Fisher & Stashower, 1940s
83. Isuzu, “Lying Joe Isuzu,” Della Famina, Travisano &
Partners, 1980s
84. BMW, “The ultimate driving machine,” Ammirati & Puris,
1975
85. Texaco, “You can trust your car to the men who wear the
star,” Benton & Bowles, 1940s
88. Bartles & Jaymes, “Frank and Ed,” Hal Riney & Partners,
1985
89. Dannon Yogurt, Old People in Russia, Marstellar Inc., 1970s
90. Volvo, Average life of a car in Sweden, Scali, McCabe,
Sloves, 1960s
91. Motel 6, “We’ll leave a light on for you,” Richards Group,
1988
92. Jell-O, Bill Cosby with kids, Young & Rubicam, 1975
93. IBM, Chaplin’s Little Tramp character, Lord, Geller,
Federico, Einstein, 1982
94. American Tourister, The Gorilla, Doyle Dane Bernbach, late
1960s
95. Right Guard, “Medicine Cabinet,” BBDO, 1960s
96. Maypo, “I want my Maypo,” Fletcher, Calkins & Holden,
1960s
97. Bufferin, Pounding heartbeat, Young & Rubicam, 1960
100. Lyndon Johnson for President, “Daisy,” Doyle Dane
Bernbach, 1964

With regards to DeBeers, as an example of the power of
advertising, Bob Garfield of Advertising Age once pointed out:

“Before the DeBeers mining syndicate informed us ‘A Diamond
is Forever,’ associating itself with eternal romance, the diamond
solitaire as the standard token of betrothal did not exist. Now,
thanks to the simple audacity of the advertising proposition, the
diamond engagement ring is de rigueur virtually worldwide, and
the diamond by far the precious gemstone of choice.”

The above is quite a trip down memory lane for many of us. My
favorite growing up were the commercials for The Marlboro
Man, with that great music and the sweeping western vistas. We
later learned, though, that the most ubiquitous of the actors
playing the character died himself of lung cancer.

[Source: adage.com]

Wall Street History returns next week.

Brian Trumbore



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-04/11/2008-      
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Wall Street History

04/11/2008

A Trip Down Memory Lane

The other day in my “Week in Review” column I noted the
passing of the great ad man, Hal Riney, who had three of the 20th
century’s top 100 advertising campaigns as selected by
Advertising Age. So I thought we’d take a look at some of the
others on the list.

1. Volkswagen, “Think Small,” Doyle Dane Bernbach, 1959
2. Coca-Cola, “The pause that refreshes,” D’Arcy Co., 1929
3. Marlboro, The Marlboro Man, Leo Burnett Co., 1955
4. Nike, “Just Do It,” Wieden & Kennedy, 1988
5. McDonald’s, “You deserve a break today,” Needham, Harper
& Steers, 1971
6. DeBeers, “A diamond is forever,” N.W. Ayer & Son, 1948
7. Absolut Vodka, The Absolut Bottle, TBWA, 1981
8. Miller Lite Beer, “Tastes great, less filling,” McCann-Erickson
Worldwide, 1974
9. Clairol, “Does she or doesn’t she?” Foote, Cone & Belding,
1957
10. Avis, “We try harder,” Doyle Dane Bernbach, 1963
11. Federal Express, “Fast talker,” Ally & Gargano, 1982
12. Apple Computer, “1984,” Chiat/Day, 1984
13. Alka-Seltzer, Various ads, Jack Tinker & Partners; Doyle
Dane Bernbach; Wells Rich, Greene, 1960s, 1970s
14. Pepsi-Cola, “Pepsi-Cola hits the spot,” Newell-Emmett Co.,
1940s
15. Maxwell House, “Good to the last drop,” Ogilvy, Benson &
Mather, 1959
16. Ivory Soap, “99 and 44/100% Pure,” Proctor & Gamble Co.,
1882 [correct]
17. American Express, “Do you know me?” Ogilvy & Mather,
1975
18. U.S. Army, “Be all that you can be,” N.W. Ayer & Son, 1981
19. Anacin, “Fast, fast, fast relief,” Ted Bates & Co., 1952
20. Rolling Stone, “Perception, Reality,” Fallon McElligott Rice,
1985
21. Pepsi-Cola, “The Pepsi generation,” Batton, Barton, Durstine
& Osborn, 1964
22. Hathaway Shirts, “The man in the Hathaway shirt,” Hewitt,
Ogilvy, Benson & Mather, 1951
23. Burma-Shave, Roadside signs in verse, Allen Odell, 1925
24. Burger King, “Have it your way,” BBDO, 1973
25. Campbell Soup, “Mmm, mm good,” BBDO, 1930s
26. U.S. Forest Service, Smokey and the Bear / “Only you can
prevent forest fires,” Advertising Council / Foote, Cone &
Belding
27. Budweiser, “This Bud’s for you,” D’Arcy Masius Benton &
Bowles, 1970s
28. Maidenform, “I dreamed I went shopping in my Maidenform
bra,” Norman, Craig & Kunnel, 1949
29. Victor Talking Machine Co., “His master’s voice,” Francis
Barraud, 1901
30. Jordan Motor Car Co., “Somewhere west of Laramie,”
Edward S. (Ned) Jordan, 1923
31. Woodbury Soap, “The skin you love to touch,” J. Walter
Thompson Co., 1911
32. Benson & Hedges 100s, “The disadvantages,” Wells, Rich,
Greene, 1960s
33. National Biscuit Co., Uneeda Biscuits’ Boy in Boots, N.W.
Ayer & Son, 1899
34. Energizer, The Energizer Bunny, Chiat/Day, 1989
35. Morton Salt, “When it rains it pours,” N.W. Ayer & Son,
1912
36. Chanel, “Share the fantasy,” Doyle Dane Bernbach, 1979
37. Saturn, “A different kind of company, A different kind of
car,” Hal Riney & Partners, 1989
38. Crest toothpaste, “Look, Ma! No cavities!” Benton &
Bowles, 1958
39. M&Ms, “Melts in your mouth, not in your hands,” Ted Bates
& Co., 1954
40. Timex, “Takes a licking and keeps on ticking,” W.B. Doner
& Co. & predecessor agencies, 1950s
41. Chevrolet, “See the USA in your Chevrolet,” Campbell-
Ewald, 1950s
42. Calvin Klein, “Know what comes between me and my
Calvins? Nothing!” [no agency listed]
43. Reagan for President, “It’s morning again in America,”
Tuesday Team, 1984 [Hal Riney]
44. Winston cigarettes, “Winston tastes good – like a cigarette
should,” 1954
45. U.S. School of Music, “They laughed when I sat down at the
piano, but when I started to play!” Ruthrauff & Ryan, 1925
46. Camel cigarettes, “I’d walk a mile for a Camel,” N.W. Ayer
& Son, 1921
47. Wendy’s “Where’s the beef?” Dancer-Fitzgerald-Sample,
1984
48. Listerine, “Always a bridesmaid, but never a bride,” Lambert
& Feasley, 1923
49. Cadillac, “The penalty of leadership,” MacManus, John &
Adams, 1915
50. Keep America Beautiful, “Crying Indian,” Advertising
Council / Marstellar Inc., 1971

And others in the Top 100 .

51. Charmin, “Please don’t squeeze the Charmin,” Benton &
Bowles, 1964
52. Wheaties, “Breakfast of champions,” Blackett-Sample-
Hummert, 1930s
53. Coca-Cola, “It’s the real thing,” McCann-Erickson, 1970
54. Greyhound, “It’s such a comfort to take the bus and leave the
driving to us,” Grey Advertising, 1957
55. Kellogg’s Rice Krispies, “Snap! Crackle! And Pop!” Leo
Burnett Co., 1940s
58. Levy’s Rye Bread, “You don’t have to be Jewish to love
Levy’s Rye Bread,” Doyle Dane Bernbach, 1949
61. 7 Up, “The Uncola,” J. Walter Thompson, 1970s
62. Wisk detergent, “Ring around the collar,” BBDO, 1968
64. Life cereal, “Hey, Mikey,” Doyle Dane Bernbach, 1972
66. Foster Grant, “Who’s that behind those Foster Grants?” Geer,
Dubois, 1965
67. Perdue chicken, “It takes a tough man to make a tender
chicken,” Scali, McCabe, Sloves, 1971
68. Hallmark, “When you care enough to send the very best,”
Foote, Cone & Belding, 1930s
72. Levi’s jeans, “501 Blues,” Foote, Cone & Belding, 1984
74. Blue Nun wine, Stiller & Meara campaign, Della Famina,
Travisano & Partners, 1970s
77. ESPN Sports, “This is SportsCenter,” Wieden & Kennedy,
1995
79. California Milk Processor Board, “Got Milk?” 1993
80. AT&T, “Reach out and touch someone,” N.W. Ayer, 1979
81. Brylcreem, “A little dab’ll do ya,” Kenyon & Eckhardt,
1950s
82. Carling Black Label beer, “Hey Mabel, Black Label!” Lang,
Fisher & Stashower, 1940s
83. Isuzu, “Lying Joe Isuzu,” Della Famina, Travisano &
Partners, 1980s
84. BMW, “The ultimate driving machine,” Ammirati & Puris,
1975
85. Texaco, “You can trust your car to the men who wear the
star,” Benton & Bowles, 1940s
88. Bartles & Jaymes, “Frank and Ed,” Hal Riney & Partners,
1985
89. Dannon Yogurt, Old People in Russia, Marstellar Inc., 1970s
90. Volvo, Average life of a car in Sweden, Scali, McCabe,
Sloves, 1960s
91. Motel 6, “We’ll leave a light on for you,” Richards Group,
1988
92. Jell-O, Bill Cosby with kids, Young & Rubicam, 1975
93. IBM, Chaplin’s Little Tramp character, Lord, Geller,
Federico, Einstein, 1982
94. American Tourister, The Gorilla, Doyle Dane Bernbach, late
1960s
95. Right Guard, “Medicine Cabinet,” BBDO, 1960s
96. Maypo, “I want my Maypo,” Fletcher, Calkins & Holden,
1960s
97. Bufferin, Pounding heartbeat, Young & Rubicam, 1960
100. Lyndon Johnson for President, “Daisy,” Doyle Dane
Bernbach, 1964

With regards to DeBeers, as an example of the power of
advertising, Bob Garfield of Advertising Age once pointed out:

“Before the DeBeers mining syndicate informed us ‘A Diamond
is Forever,’ associating itself with eternal romance, the diamond
solitaire as the standard token of betrothal did not exist. Now,
thanks to the simple audacity of the advertising proposition, the
diamond engagement ring is de rigueur virtually worldwide, and
the diamond by far the precious gemstone of choice.”

The above is quite a trip down memory lane for many of us. My
favorite growing up were the commercials for The Marlboro
Man, with that great music and the sweeping western vistas. We
later learned, though, that the most ubiquitous of the actors
playing the character died himself of lung cancer.

[Source: adage.com]

Wall Street History returns next week.

Brian Trumbore