How times have changed. Could you possibly imagine a candidate for major political office using, of all things, a jingle? Doesn't seem likely, does it, despite the willingness of many politicos to turn themselves, and the stewardship of their images, over to Madison Avenue types like Phil Dusenberry, Tom Messner and Donny Deutsch. Indeed, while many of our fine candidates for public office still go for '80s-style touchy-feelie vignette spots these days, a jingle might come across as just too old fashioned. (Then again, it sounds just right for Bob Dole.)
Of course, when candidates rely too heavily on consumer mass marketing techniques they run the risk of becoming consumer products themselves. We kind of liked that idea, and design director Andy Jacobson took it a step further, asking a handful of design firms and ad agencies to take the candidate of their choice and convert him into a product. The only guidelines we gave them was that their presidential packaged-good had to be something you could pick up off the shelf of an A&P or a Wal-Mart. Their various (and hilarious) renditions of Bob and Bill (mercifully, no one chose Ross) can be found on page 16.
Next month we plan to publish a rant by Rob Moss, the son of former WRG honcho Charlie Moss. (Moss' rant follows Luke Sullivan's rant, which appears this month.) I mention Moss the Younger here by way of explaining our goal in exploring yet again the father/son links that show up so often in the advertising business. This month we look at five men who are all still candidates for judging the One Show or Cannes, and examine the relationships they share with their sons, all of whom are budding if not established creative talents in their own rights, quite capable of winning (and in some cases already in possession of) top honors. While none of these younger guys have had to deal with being Frank Sinatra Jr., they nevertheless have legacies to either exploit or surmount. A quick note of thanks goes to Tracy Tierney at O'Keefe Marketing in Richmond for suggesting the piece in the first place.-
Corrections: Last month's Buzz magazine campaign (Upfront, page 10) was the work of Deutsch's Los Angeles office. In addition, Kirshenbaum Bond & Partners' Mark DiMassimo should have been credited as a creative director on the Citibank