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Pass the chevre; agency takes on beer-swilling, cloven-hoofed client

GSD&M has a new client. Clay Henry III. He's a goat. Actually, the Austin agency is working for Steve Smith, who bought the dusty south Texas town of Lajitas for $4.25 million at an auction. Smith plans to spend $25 million remaking Lajitas into an upscale resort, and GSD&M will do the marketing. The population of Lajitas stands at about 100 people. The town's mayor is Mr. Henry, who guzzles about 40 bottles of Lone Star beer a day at the Trading Post, to the delight of tourists. His grandfather, Clay Sr., was elected mayor in 1992. The good office was passed on to Clay II after he killed his father in a head-butting argument over a female. When Clay II died, probably of cirrhosis, he passed the job to his son. "This a dynasty not unlike the Kennedy's," says Eric Webber, GSD&M's spokesman. "This is a far bigger story than drinking goats. If you are going to make this an upscale resort what do you do with the goat? Do you go with a cashmere goat? A mohair goat?"

Farley's friends tell bad jokes for charity

Adages was invited to the set of a PSA shoot for the Chris Farley Foundation, which is producing comedy spots to teach kids the dangers of drug and alcohol abuse. Chris was the former "Saturday Night Live" comic and actor who died at age 33 from a drug overdose in 1997. His family set up the foundation and his older brother Tom is running it. Tom had been working as a marketing director for the financial services group at Ernst & Young in New York, but resigned recently. "The company wasn't doing any marketing; they cut their budgets," Tom tells Adages. "So I decided to apply my marketing skills to the foundation." There are two other Farley boys, Kevin and John, who are actors, and Barbara, a sister. "I was the oldest so I went into the family business," says Tom. The family business was Scotch Oil, a paving and asphalt products outfit founded by now deceased Tom Farley Sr. in Madison, Wis. Chris worked for his father for about six months. "He was a sales guy, but not very good," Tom says. "He was great with the people skills but couldn't close deals."

The shoot was at the Mercury Lounge on Houston St. on the Lower East Side. Current "SNL" regulars Horatio Sanz, Tina Fey, Rachel Dratch and Jimmy Fallon showed up to perform pro-bono. Jimmy Fallon was thrilled Ad Age was covering the story. "Oh man, I love your magazine," Jimmy gushed. "I used to read it in college, in the library. I never paid for one copy." Jimmy went on: "Advertising is incredibly interesting." Does he want to get into the business? "No way. I think I'll stick to what I'm doing." Who can blame him?

Meanwhile, Teddy Coluca, a character actor, pulled Adages aside. "I just flew in from Chicago. Oh boy are my arms tired." Coluca then got serious. He is not a fan of Ad Age. "They never print the names of the actors who appear in commercials," he said.

Pretzel probe: Was it nugget, stick or twist?

Adages was tempted to rummage around for the brand of pretzel that left George Dubya Bush gasping for air on the carpet-despite the fact that this column took heat for our previous investigation into the brand of sneaker worn by Richard Reid, the shoebomber. "If you try to find the brand of pretzel that made President Bush choke and subsequently faint, will you be chastised for that as well?" writes Ed Hecht, eastern sales manager, Woman's Day. "Should be fun to watch." No, doubt Ed. But on this one Adages will impose a gag order on itself.

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