Top Ten Icons of Advertising Awarded in Chicago

Monday, May 10, 2015

There are a lot of beloved characters in Chi-town gathered at the exhibit, "A Salute to Advertising Icons" that opened May 9th at the Museum of Broadcast Communications at 360 N. State.

Kellogg's Tony the Tiger, Ronald McDonald, the Pillsbury Doughboy, Starkist's Charlie the Tuna , 9 Live's Morris the Cat and SC Johnson's Raid bugs are all be part of this celebratory exhibit which will run through October 31.

The exhibit reviews the evolution of the characters from conception to their use today through commercials, print ads, packaging and character memorabilia.  These characters have become synonymous with the brands that they represent.

Jarrett Nathan, an advertising agency veteran, is the curator for this exhibit.  He said,  "This exhibition is a great way to honor characters that have been around for three generations."

Included in the exhibit, are insider tidbits. Did you know that "The Today Show" weatherman Willard Scott was the original Ronald McDonald and that an early rendering of the Jolly Green Giant scared kids and made them cry?

Bruce Dumont, CEO of the Museum commented about the exhibit, ""It takes us back to a simpler time, a happier time, a younger time. It reminds us of family and comfort and warmth. It's the essence of all nostalgia,"

I had the privilege of working at Foote,Cone & Belding Advertising and being friends with the group responsible for creating the RAID advertising.  Bert Hoddinott, Jim Fansler, Mike Stillman, Dennis McKinsey, Jim Hansen, Rick Steinman and illustrator/animator  Don Pegler drew the memorable bugs in the commercials and print ads for this brand.  Don Pegler infused  personalities into the bugs that came alive on screen. 

I was very pleased that my photo of Don Pegler at his drawing board at Foote, Cone & Belding Advertising with the RAID bugs hovering about was used in the awards presentation. I believe it will also be shown during the exhibit.  I collaborated with Don to produce the image in a way that animation used to be done - with an acetate cell overlay that he painted with the bugs that went over the background photo of him.  (This is like having layers in Photoshop today.)  I rephotographed the image to produce the final image.


There was a V.I.P. reception and awards dinner at the Museum of Broadcast Communications in Chicago on May 8 which was attended by top executives of these well-known brands.  Many of the presenters came from local television as well as some national TV shows like LaRoyce Hawkins from "Chicago PD" and Kathy Garver."Cissy," from the '60's show "Family Affair."