Goodby Silverstein & Partners
Encyclopedia
Goodby, Silverstein & Partners (also known as GSP) is an advertising agency
based in San Francisco. Their client list includes Got Milk?
, Chevrolet
, Hewlett-Packard
, Frito-Lay
, Sprint
, Yahoo!
, Nintendo
, the National Basketball Association
, Netflix
, Adobe
, Sonic Drive-In
, Corona Light, Modelo, BevMo!
, Dickies
, TD Ameritrade
, Häagen-Dazs
, Dreyer's
, and the Commonwealth Bank of Australia
.
, Andy Berlin and Rich Silverstein
. Andy Berlin left in 1992 and the agency was renamed. Goodby, Silverstein & Partners is now part of the Omnicom Group, Inc., an advertising holding company. The agency is based in San Francisco, CA but in 2010 opened a Detroit, MI office to service their Chevrolet account.
named Goodby, Silverstein & Partners the Agency of the Decade. That same year, Adweek
also named Jeff Goodby
and Rich Silverstein
the Agency Executives of the Decade. Jeff and Rich also were award the CLIO awards highest honor—the CLIO lifetime achievement award.
The agency has won Adweek's "Agency of the Year" in 2007 and 2008 as well as the "Western Agency of the Year" in 2000 and 2002.
GSP won AdAge's "Digital Agency of the Year" in 2006 as well as their "Agency of the Year" honors in 1989, 1999, 2000, 2001 and 2008.
Got Milk?
GSP’s longest-standing account is also arguably their most recognizable. The California Milk Processors Board and GSP initiated the Got Milk?
campaign in 1993. The tagline was first introduced in the television commercial, “Aaron Burr,” directed by Michael Bay
. The commercial has since been entered into CLIO Awards Advertising Hall of Fame and spurred countless imitations in popular culture.
The Slowskys
GSP created two talking turtles who'd rather subscribe to slow internet than use Comcast
high speed. This campaign won the 2007 Gold Effie Award.
Britney Spears
For Elizabeth Arden
, GSP created Britney's fantasy reality to promote her Curious fragrance. The campaign won a 2006 Gold Effie Award.
Denny's
During the 2010 Super Bowl, GSP premiered the promotion for everyone in America to receive a free grand slam on February 9, 2010. Denny's
ended up serving 2 million free Grand Slams as a result.
campaign, GSP introduced the Budweiser Lizards, Frank and Louie, during the 1998 Superbowl with the spot entitled, "Bad Day to be a Frog," in which the frogs were electrocuted by the jealous lizards.
Rolling Rock
In 2006, Anhesuer-Busch purchased the Rolling Rock
brand. Rolling Rock loyalists began to boycott the beer. GSP was tasked to resurrect the brand back to life. Feeding into the bad press, GSP created a fictional VP of Marketing for Rolling Rock, Ron Stablehorn
, who promoted all the wrong things, including a "Beer Ape" that parachuted into beer-less parties.
Foster Farms (poultry company)
The "Foster Imposters" first hit the airwaves in 1993 as a chicken duo attempting to make the grade as Foster Farms chickens. The characters are still used in advertising today.
GSP also penned Foster Farm's campaign, "Say No To Plumping." The campaign won the 2010 Gold Effie Award for its ability to keep sales steady in a recession and give politicians and shoppers a cause to rally behind. During a press conference in 2010 California Senator Barbara Boxer
called the USDA to address the practice of "plumping."
The commercial was arguably regarded as the greatest punchline of the 2000 Superbowl advertisements.
Budweiser
Inspired by the famous Budweiser Clydesdales
, this commercial came from the perspective of a donkey who always wanted to be a Clydesdale. The spot was nominated in the Outstanding Commercial category for the 2004 Creative Arts Emmys.
Advertising agency
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services...
based in San Francisco. Their client list includes Got Milk?
Got Milk?
Got Milk? is an American advertising campaign encouraging the consumption of cow's milk, which was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993 and later licensed for use by milk processors and dairy farmers. It has been running...
, Chevrolet
Chevrolet
Chevrolet , also known as Chevy , is a brand of vehicle produced by General Motors Company . Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, General Motors acquired Chevrolet in 1918...
, Hewlett-Packard
Hewlett-Packard
Hewlett-Packard Company or HP is an American multinational information technology corporation headquartered in Palo Alto, California, USA that provides products, technologies, softwares, solutions and services to consumers, small- and medium-sized businesses and large enterprises, including...
, Frito-Lay
Frito-Lay
Frito-Lay North America is the division of PepsiCo that manufactures, markets and sells corn chips, potato chips and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips,...
, Sprint
Sprint Nextel
Sprint Nextel Corporation is an American telecommunications company based in Overland Park, Kansas. The company owns and operates Sprint, the third largest wireless telecommunications network in the United States, with 53.4 million customers, behind Verizon Wireless and AT&T Mobility...
, Yahoo!
Yahoo!
Yahoo! Inc. is an American multinational internet corporation headquartered in Sunnyvale, California, United States. The company is perhaps best known for its web portal, search engine , Yahoo! Directory, Yahoo! Mail, Yahoo! News, Yahoo! Groups, Yahoo! Answers, advertising, online mapping ,...
, Nintendo
Nintendo
is a multinational corporation located in Kyoto, Japan. Founded on September 23, 1889 by Fusajiro Yamauchi, it produced handmade hanafuda cards. By 1963, the company had tried several small niche businesses, such as a cab company and a love hotel....
, the National Basketball Association
National Basketball Association
The National Basketball Association is the pre-eminent men's professional basketball league in North America. It consists of thirty franchised member clubs, of which twenty-nine are located in the United States and one in Canada...
, Netflix
Netflix
Netflix, Inc., is an American provider of on-demand internet streaming media in the United States, Canada, and Latin America and flat rate DVD-by-mail in the United States. The company was established in 1997 and is headquartered in Los Gatos, California...
, Adobe
Adobe
Adobe is a natural building material made from sand, clay, water, and some kind of fibrous or organic material , which the builders shape into bricks using frames and dry in the sun. Adobe buildings are similar to cob and mudbrick buildings. Adobe structures are extremely durable, and account for...
, Sonic Drive-In
Sonic Drive-In
Sonic Drive-In is an American drive-in fast-food restaurant chain based in Oklahoma City, Oklahoma, complete with carhops who sometimes wear rollerskates. As of August 31, 2010, there were 3,500 restaurants in 43 U.S. states. Sonic serves approximately 3 million customers daily.-1950s:Following...
, Corona Light, Modelo, BevMo!
BevMo!
BevMo! is a privately held corporation based in Concord, California, selling mainly alcoholic beverages. The company was founded in January 1994 as Beverages & More! in the San Francisco Bay Area, and re-branded as "BevMo!" in January 2001. By October 2009, the company had 100 stores in Arizona and...
, Dickies
Dickies
Williamson-Dickie Manufacturing Company, more commonly referred to as the brand Dickies, is an American company headquartered in Fort Worth, Texas that manufactures and sells work-related clothing and other accessories, including back packs, steel-toe boots, and belts. Its major competitors are...
, TD Ameritrade
TD Ameritrade
TD Ameritrade is an American online broker with over 6 million U.S. customers, and many more internationally, that has grown rapidly through acquisition to become the 746th-largest US firm in 2008. TD Ameritrade Holding Corporation is the owner of TD Ameritrade Inc...
, Häagen-Dazs
Häagen-Dazs
Häagen-Dazs is a brand of ice cream, established by Jewish-Polish immigrants Reuben and Rose Mattus in the Bronx, New York, in 1961. Starting with only three flavors: vanilla, chocolate, and coffee, the company opened its first retail store in Brooklyn, New York, on November 15, 1976...
, Dreyer's
Dreyer's
Dreyer's Grand Ice Cream Holdings, Inc., a subsidiary of Nestlé, is a United States-based producer of ice cream and frozen yogurt had originated in 1928 as Edy's Grand Ice Cream, a Northern California business under a partnership of Joseph Edy and William Dreyer. In 1947 the partnership dissolved....
, and the Commonwealth Bank of Australia
Commonwealth Bank of Australia
The Commonwealth Bank of Australia is a multinational bank with businesses across New Zealand, Fiji, Asia, USA and the United Kingdom. Commonwealth Bank provides a variety of financial services including retail, business and institutional banking, funds management, superannuation, insurance,...
.
History
The agency was founded in 1983 as Goodby, Berlin & Silverstein by Jeff GoodbyJeff Goodby
Jeff Goodby is an American advertising executive. He is among the co-founders and serves as co-chair of Goodby, Silverstein & Partners in San Francisco. Goodby is also a director and illustrator whose work has appeared in Time and Mother Jones....
, Andy Berlin and Rich Silverstein
Rich Silverstein
Rich Silverstein is Co-Chairman and a Creative Director at Goodby, Silverstein & Partners, San Francisco.-Early life:Rich grew up in Yorktown Heights, New York. After graduating from the Parsons School of Design in New York City, he moved to San Francisco...
. Andy Berlin left in 1992 and the agency was renamed. Goodby, Silverstein & Partners is now part of the Omnicom Group, Inc., an advertising holding company. The agency is based in San Francisco, CA but in 2010 opened a Detroit, MI office to service their Chevrolet account.
Awards and Recognition
In 2009, AdweekAdweek
Adweek is a weekly American advertising trade publication that was first published in 1978....
named Goodby, Silverstein & Partners the Agency of the Decade. That same year, Adweek
Adweek
Adweek is a weekly American advertising trade publication that was first published in 1978....
also named Jeff Goodby
Jeff Goodby
Jeff Goodby is an American advertising executive. He is among the co-founders and serves as co-chair of Goodby, Silverstein & Partners in San Francisco. Goodby is also a director and illustrator whose work has appeared in Time and Mother Jones....
and Rich Silverstein
Rich Silverstein
Rich Silverstein is Co-Chairman and a Creative Director at Goodby, Silverstein & Partners, San Francisco.-Early life:Rich grew up in Yorktown Heights, New York. After graduating from the Parsons School of Design in New York City, he moved to San Francisco...
the Agency Executives of the Decade. Jeff and Rich also were award the CLIO awards highest honor—the CLIO lifetime achievement award.
The agency has won Adweek's "Agency of the Year" in 2007 and 2008 as well as the "Western Agency of the Year" in 2000 and 2002.
GSP won AdAge's "Digital Agency of the Year" in 2006 as well as their "Agency of the Year" honors in 1989, 1999, 2000, 2001 and 2008.
Got Milk?Got Milk?Got Milk? is an American advertising campaign encouraging the consumption of cow's milk, which was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993 and later licensed for use by milk processors and dairy farmers. It has been running...
GSP’s longest-standing account is also arguably their most recognizable. The California Milk Processors Board and GSP initiated the Got Milk?Got Milk?
Got Milk? is an American advertising campaign encouraging the consumption of cow's milk, which was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993 and later licensed for use by milk processors and dairy farmers. It has been running...
campaign in 1993. The tagline was first introduced in the television commercial, “Aaron Burr,” directed by Michael Bay
Michael Bay
Michael Benjamin Bay is an American film director and producer. He is known for directing high-budget action films characterized by their fast edits, stylistic visuals and substantial practical special effects...
. The commercial has since been entered into CLIO Awards Advertising Hall of Fame and spurred countless imitations in popular culture.
The SlowskysThe Slowskys"The Slowskys" are a national television advertising campaign for Xfinity Cable's broadband Internet service. The ads feature an animatronic turtle couple, Bill and Karolyn Slowsky. The ads are based on the idea that DSL, which Xfinity claims is slower than their service, is only fast enough for...
GSP created two talking turtles who'd rather subscribe to slow internet than use ComcastComcast
Comcast Corporation is the largest cable operator, home Internet service provider, and fourth largest home telephone service provider in the United States, providing cable television, broadband Internet, and telephone service to both residential and commercial customers in 39 states and the...
high speed. This campaign won the 2007 Gold Effie Award.
Britney SpearsBritney SpearsBritney Jean Spears is an American recording artist and entertainer. Born in McComb, Mississippi, and raised in Kentwood, Louisiana, Spears began performing as a child, landing acting roles in stage productions and television shows. She signed with Jive Records in 1997 and released her debut album...
, Curious (fragrance)Curious (fragrance)Curious is a women's fragrance from Elizabeth Arden, and is the first perfume to be endorsed by Britney Spears, preceding "Fantasy." Spears reportedly earned $52 million from the endorsement.- Information :...
For Elizabeth ArdenElizabeth Arden
Florence Nightingale Graham , who went by the business name Elizabeth Arden, was a Canadian-American businesswoman who built a cosmetics empire in the United States. At the peak of her career, she was one of the wealthiest women in the world.-Biography:Arden was born in 1884 at Woodbridge, Ontario,...
, GSP created Britney's fantasy reality to promote her Curious fragrance. The campaign won a 2006 Gold Effie Award.
Denny'sDenny'sDenny's is a full-service coffee shop/family restaurant chain. It operates over 1,500 restaurants in the United States , Canada, Curaçao, Costa Rica, Honduras, Jamaica, Japan , Mexico, New Zealand, Qatar, and the United Arab Emirates.Denny's is known for always being...
Free Grand Slam promotion
During the 2010 Super Bowl, GSP premiered the promotion for everyone in America to receive a free grand slam on February 9, 2010. Denny'sDenny's
Denny's is a full-service coffee shop/family restaurant chain. It operates over 1,500 restaurants in the United States , Canada, Curaçao, Costa Rica, Honduras, Jamaica, Japan , Mexico, New Zealand, Qatar, and the United Arab Emirates.Denny's is known for always being...
ended up serving 2 million free Grand Slams as a result.
Budweiser, Lizards
As an off-shoot of the popular Budweiser FrogsBudweiser Frogs
The Budweiser Frogs are three life-like puppet frogs named "Bud", "Weis", and "Er", who began appearing in American television commercials for Budweiser beer during Super Bowl XXIX in 1995. They are part of one of the most well-known international alcohol advertising campaigns. They were created...
campaign, GSP introduced the Budweiser Lizards, Frank and Louie, during the 1998 Superbowl with the spot entitled, "Bad Day to be a Frog," in which the frogs were electrocuted by the jealous lizards.
Rolling RockRolling RockRolling Rock is a 4.5% abv pale lager launched in 1939 by the Latrobe Brewing Company. Although founded as a local beer in Western Pennsylvania, it was marketed aggressively and eventually became a national product. The brand was sold to Anheuser-Busch of St...
, Ron StablehornRon StablehornRon Stablehorn is the fictitious Vice President of Marketing at Rolling Rock beer. He usually appears as part of viral marketing campaigns for the company. The Effie Award winning campaign was created by the advertising company Goodby, Silverstein & Partners....
In 2006, Anhesuer-Busch purchased the Rolling RockRolling Rock
Rolling Rock is a 4.5% abv pale lager launched in 1939 by the Latrobe Brewing Company. Although founded as a local beer in Western Pennsylvania, it was marketed aggressively and eventually became a national product. The brand was sold to Anheuser-Busch of St...
brand. Rolling Rock loyalists began to boycott the beer. GSP was tasked to resurrect the brand back to life. Feeding into the bad press, GSP created a fictional VP of Marketing for Rolling Rock, Ron Stablehorn
Ron Stablehorn
Ron Stablehorn is the fictitious Vice President of Marketing at Rolling Rock beer. He usually appears as part of viral marketing campaigns for the company. The Effie Award winning campaign was created by the advertising company Goodby, Silverstein & Partners....
, who promoted all the wrong things, including a "Beer Ape" that parachuted into beer-less parties.
Foster Farms (poultry company)Foster Farms (poultry company)Foster Farms is a United States West Coast poultry company. The company has been privately owned and operated by the Foster family since 1939. The company is based in Livingston, California with operations throughout the West Coast and a few on the East Coast...
The "Foster Imposters" first hit the airwaves in 1993 as a chicken duo attempting to make the grade as Foster Farms chickens. The characters are still used in advertising today.GSP also penned Foster Farm's campaign, "Say No To Plumping." The campaign won the 2010 Gold Effie Award for its ability to keep sales steady in a recession and give politicians and shoppers a cause to rally behind. During a press conference in 2010 California Senator Barbara Boxer
Barbara Boxer
Barbara Levy Boxer is the junior United States Senator from California . A member of the Democratic Party, she previously served in the U.S. House of Representatives ....
called the USDA to address the practice of "plumping."
E-Trade, Monkey
During the 2000 Superbowl, the spot, "Monkey," aired featuring two older men clapping along to a monkey dancing to "La Cucaracha" in a garage. The final text reads, "Well, we just wasted two million bucks. What are you doing with your money?"The commercial was arguably regarded as the greatest punchline of the 2000 Superbowl advertisements.
BudweiserBudweiserBudweiser is a German adjective describing something or someone from the city of České Budějovice in Southern Bohemia, Czech Republic.Beer brewing in České Budějovice dates back to the 13th century...
, Born a Donkey
Inspired by the famous Budweiser ClydesdalesBudweiser Clydesdales
The Budweiser Clydesdales are a group of Clydesdale horses used for promotions and commercials by the Anheuser-Busch Brewing Company. There are six "hitches" or teams of horses, five that travel around the United States and one that remains in their official home at the company headquarters at the...
, this commercial came from the perspective of a donkey who always wanted to be a Clydesdale. The spot was nominated in the Outstanding Commercial category for the 2004 Creative Arts Emmys.