Creative Hall of Fame

Jeff Goodby

Inducted: 2004

Jeff Goodby And Rich Silverstein

It's... ironic to try to write something useful about Rich and Jeff's induction into The One Club's Creative Hall of Fame.

I mean, neither of these guys intended to commit their lives to advertising. They wanted to do something- some act of imagination and craft-and do it so well that it would create a better set of circumstances than were evident in the face value of the thing. They wanted to make work that was so good, so original, so imaginative, and so right that it didn't matter if it happened to be advertising. That was the idea.

Jeff could have been anything he wanted to be. There's a picture of him I can still see in my mind's eye. In the picture, Jeff is in his twenties, with his wife, Jan, and their first dog, Bryce. (I can still see the red plaid shirt he was wearing.) It's the "before" picture, an image of a young couple and a puppy, but it crackles with destiny: I can see Jeff's deep interest in people. His practical and considered optimism. His wicked sense of humor about the dark side of human nature. And Jeff's breathtaking, "Hell, we can do that," sense of confidence, without which there never would have been a Goodby, Silverstein & Partners.

Jeff and Jan and Bryce came to San Francisco together from Cambridge, Massachusetts. (We all came from "back east," as they say in California.) And while Jeff looked first for a newspaper reporter's job, he really had no specific plans. He ended up taking the best course, as it turns out. Jeff followed his heart. He always did. It's strange and wonderful that it led him (and then so many others) to advertising.

Rich came to San Francisco from New York. One of the first art directors at Rolling Stone, he moved restlessly between graphic design and art directing, as though he had something specific in mind, something that he'd only find in his own company. Rich is incredibly conscientious. In that sense, he has always worked for himself. Rich working for Rich is an interesting idea, something you'd only think about as a result of trying to write stuff like this. Rich working for Rich. Hmm. I wonder if he'd ever ask himself who hired him or how much he was getting paid and why. I loved working with Rich because he had the natural antidote to my imaginative excesses. I heard the following words a lot: "It's not that good yet, Andy." And though you don't always enjoy hearing that, it made our work better. Rich has a piece of genetic information that makes him incapable of self-delusion. This is one of the most important elements in GS&P's success, and it would be a valuable gene to identify and splice into people who have leadership ambitions. It bears saying that it was Hal Riney who hired Rich and Jeff when he was running Ogilvy in San Francisco. He hired them separately, then put them together as a team.

Hal was the second client of the fledgling agency, reacting to our decision to start a competitive business 250 yards from his own by giving us a monthly retainer "to help out on stuff from time to time." Of course, it was us that got most of the helping out. Hal gave us something. He taught us subtle lessons of craft. And beyond craft, he taught us about emotional honesty in the work. He taught us how products and people's feelings about them could combine in people's heads to make the "thing" itself better. There was something beyond the face value of the work, which is just no good trying to pin down for risk of profaning it by getting it even slightly wrong. And there was Howard Gossage (to whom Hal introduced us, albeit post-mortem, when he assigned the three of us to revamp the San Francisco Advertising Award show to be more . . . substantive-this while he was being held hostage on a hijacked airliner in Central America). Jeff wrote the headline of the house ad we did in our first year in business: "An Agency Founded by a Man Who's Been Dead for 11 Years." Gossage demonstrated that it was possible to do advertising so well that it could be a respectable form of work, especially if you didn't take its face value too seriously. If Hal was Hemingway to us, Gossage was Hammett.

There are other reasons why Jeff and Rich are getting this honor. These reasons are more eloquently expressed by the work Rich and Jeff have done. The artifacts of their genius (the word is both considered and correct in this usage, though I know the guys will grimace when they read it) are there to be enjoyed in the form of ads and commercials.

I believe their biggest accomplishment is more interesting than the work and harder to describe. If you were ever at GS&P, you got it. If it ever touched you, even once removed, you could catch it. If you know them, you understand what I'm saying. It's an infectious sense of permission and encouragement -

an idea that you can do (and damn well ought to do) something great with your time at GS&P. This sense has always been alive at GS&P, which is why it has proved to be the most fertile, most long-lived, most vibrant and versatile agency of its time. The agency has passed on Hal's spark to many people and agencies. The thing is transmitted through the work, of course. But it is most potent when it comes directly from Jeff Goodby and Rich Silverstein, my old partners, my friends.

GS&P has always been more of a shaper of culture than an ad agency, something immeasurably more potent for its clients. Mercenary art, before the historical revisions. GS&P has been practicing this long before the current overuse of the word "convergence" (largely by people wishing to emulate Rich and Jeff's abilities without sufficient understanding of what it is they do and how they do it). Rich and Jeff "do it" with advertising that is so wonderful, no one minds that it happens to be advertising. Which means, among other things, that it is controlled and crafted the way a story is written or a painting is made. It is not the hopeful result of a collage of different (and eventually competitive) interests and disciplines.

These guys do it. That's the best thing I can say. Everyone claims this in new business pitches, but Jeff and Rich actually do it. They do it consistently. They've been doing it for a long time and show no signs of letting up. And nobody does it better.

Congratulations, guys.

Andy Berlin
Sonic Launch Agency: Goodby, Silverstein and Partners / San Francisco Client: Chevrolet Category: Integrated Branding / Integrated Branding Campaign - 360
OK GO Agency: Goodby, Silverstein & Partners / San Francisco Client: Chevrolet Category: Branded Content / Music Videos
Dali Museum & Hipstamatic iPhone app Agency: Goodby, Silverstein & Partners / San Francisco Client: Dali Museum Category: Mobile Applications/Sites / Public Service/ Non-Profit
Doritos Late Night Rihanna Agency: Goodby, Silverstein & Partners / San Francisco Client: Frito Lay Category: Websites & Microsites / Consumer Goods
Yahoo! Page Takeover Agency: Goodby, Silverstein & Partners / San Francisco Client: Yahoo! Category: Interactive Advertising / Banners - Dynamic - Single
Comcast Town Agency: Goodby, Silverstein & Partners / San Francisco Client: Comcast Category: Websites & Microsites / Social Networks/ Community
Summit on the Summit Site Agency: Goodby, Silverstein & Partners / San Francisco Client: HP Category: Websites & Microsites / Public Service/ Non-Profit
Plug into the Smart Grid Agency: Goodby, Silverstein & Partners / San Francisco Client: GE Category: Craft / Interface Design
Summit on the Summit Campaign Agency: Goodby, Silverstein & Partners / San Francisco Client: HP Category: Integrated Branding / Integrated Branding Campaign - Online
5 Ingredient Outdoor Campaign Agency: Goodby, Silverstein & Partners / san francisco Client: Haagen Dazs Category: Outdoor Design / Campaign
Assurance Agency: Goodby, Silverstein and Partners / San Francisco Client: Hyundai Category: Innovation in Advertising / Campaign
Plug into the Smart Grid Agency: Goodby, Silverstein & Partners / San Francisco Client: GE Category: Websites & Microsites / Corporate Website
Asylum 626 Agency: Goodby, Silverstein & Partners / San Francisco Client: Frito Lay Doritos Category: Gaming & Branded Applications / Online gaming
GotMilk.com Agency: Goodby, Silverstein & Partners / San Francisco Client: California Milk Processor Board Category: Web Sites / Corporate Image
Milk White Gold Interactive Campaign Agency: Goodby, Silverstein & Partners / San Francisco Client: California Milk Processor Board Category: Integrated Branding Campaign / Interactive Only
Hotel 626 Agency: Goodby, Silverstein & Partners / San Francisco Client: Doritos Category: Microsites / Product-Specific Subsites
Sprint NOW widget Agency: Goodby, Silverstein & Partners / San Francisco Client: Sprint Category: Microsites / Product-Specific Subsites
Help the Honey Bees Agency: Goodby Silverstein and Partners / San Francisco Client: Haagen-Dazs Category: Innovation in Advertising & Marketing / Single
There Can Only Be One Agency: Goodby Silverstein and Partners / San Francisco Client: National Basketball Association/ABC/ESPN/TNT Category: Consumer Television / :30/:25 - Campaign
Hotel 626 Agency: Goodby, Silverstein & Partners / San Francisco Client: Doritos Category: Brand Gaming / Online
Wario Land Shake It! Agency: Goodby, Silverstein & Partners / San Francisco Client: Nintendo Category: Banners - Dynamic / Single
Rabbit Agency: Goodby Silverstein and Partners / San Francisco Client: Comcast Category: Consumer Television / Over :30 - Single - max. :90
Wario Land Shake It! Agency: Goodby, Silverstein & Partners / San Francisco Client: Nintendo Category: Online Branded Content / Single
Fear Agency: Goodby Silverstein and Partners / San Francisco Client: National Basketball Association/ABC/ESPN/TNT Category: Consumer Television / :30/:25 - Single
Help the Honey Bees Agency: Goodby, Silverstein and Partners / San Francisco Client: Haagen Dazs Category: Integrated Branding / Integrated Branding Campaign
There Can Only Be One Agency: Goodby, Silverstein and Partners / San Francisco Client: National Basketball Association Category: Integrated Branding / Integrated Branding Campaign
Help the Honey Bees Agency: Goodby, Silverstein and Partners / San Francisco Client: Haagen Dazs Category: Integrated Branding / Integrated Branding Campaign
Milk Get the Glass Site Agency: Goodby, Silverstein & Partners / San Francisco Client: California Fluid Milk Processors Advisory Board Category: Microsites / Corporate Image
Waitless Agency: Goodby, Silverstein and Partners / San Francisco Client: Sprint Category: Online Branded Content / Campaign
Milk Get the Glass Site Agency: Goodby, Silverstein & Partners / San Francisco Client: California Fluid Milk Processors Advisory Board Category: Brand Gaming / Online
TV Guide, Timesheet, Bar tab, Email, Credit Card Bill Agency: Goodby Silverstein and Partners / San Francisco Client: Nike Category: Consumer Magazine / Magazine Color Full Page or Spread: Campaign
Agency: Goodby Silverstein & Partners / San Francisco Client: Norwegian Cruise Line Category: Consumer Television / Consumer Television :30/:25 Single
Agency: Goodby Silverstein & Partners / San Francisco Client: Norwegian Cruise Line Category: Consumer Television / Consumer Television :30/:25 Single
Agency: Goodby Silverstein & Partners / San Francisco Client: Norwegian Cruise Line Category: Consumer Television / Consumer Television :30/:25 Campaign
Agency: Goodby Silverstein & Partners / San Francisco Client: California Fluid Milk Processor Advisory Board Category: Consumer Television / Consumer Television Over :30 Single
Agency: Goodby Silverstein & Partners / San Francisco Client: California Fluid Milk Processor Advisory Board Category: Outdoor / Outdoor: Campaign
Agency: Goodby Silverstein & Partners / San Francisco Client: Specialized Bicycle Components Category: Collateral / Collateral Brochures Other Than by Mail
Agency: Goodby Berlin & Silverstein / San Francisco Client: The New Yorker Category: Trade / Trade Any Size B/W or Color: Campaign
Agency: Goodby Berlin & Silverstein / San Francisco Client: American Isuzu Motors Category: Consumer Magazine / Consumer Magazine Color 1 Page or Spread Including Magazine Supplements: Campaign
Agency: Goodby Berlin & Silverstein / San Francisco Client: Chevys Mexican Restaurants Category: Consumer Television / Consumer Television Under $50,000 Budget: Single
Agency: Goodby Berlin & Silverstein / San Francisco Client: Specialized Bicycle Components Category: Consumer Magazine / Consumer Magazine Color 1 Page or Spread Including Magazine Supplements: Single
Agency: Goodby Berlin & Silverstein / San Francisco Client: American Isuzu Motors Category: Consumer Magazine / Consumer Magazine Color 1 Page or Spread Including Magazine Supplements: Single
Agency: Goodby Berlin & Silverstein / San Francisco Client: The New Yorker Category: Trade / Trade Color 1 Page or Spread: Single
Agency: Goodby Berlin & Silverstein / San Francisco Client: Partnership for a Drug Free America Category: Public Service/Political / Public Service/Political Television: Single
Agency: Goodby Berlin & Silverstein / San Francisco Client: Chevys Mexican Restaurants Category: Consumer Television / Consumer Television :30/:25 Campaign
Agency: Goodby Berlin & Silverstein / San Francisco Client: Clarks of England Category: Trade / Trade B/W One Page or Spread: Single
Agency: Goodby Berlin & Silverstein / San Francisco Client: Jose Cuervo Tequila Category: Outdoor / Outdoor: Single
Agency: Goodby Berlin & Silverstein / San Francisco Client: Royal Viking Line Category: Consumer Magazine / Consumer Magazine Color 1 Page or Spread: Single
Agency: Goodby Berlin & Silverstein / San Francisco Client: Clarks of England Category: Trade / Trade Any Size B/W or Color: Campaign
Agency: Goodby Berlin & Silverstein / San Francisco Client: Royal Viking Line Category: Trade / Trade Color One Page or Spread: Single
Agency: Goodby Berlin & Silverstein / San Francisco Client: Royal Viking Line Category: Consumer Magazine / Consumer Magazine Color 1 Page or Spread Including Magazine Supplements: Campaign

2012 Interactive Gold Pencil

Goodby, Silverstein and Partners / San Francisco

Chevrolet

Sonic Launch

Integrated Branding / Integrated Branding Campaign - 360

12066N

2012 Advertising Bronze Pencil

Goodby, Silverstein & Partners / San Francisco

Chevrolet

OK GO

Branded Content / Music Videos

12095T

2011 Interactive Bronze Pencil

Goodby, Silverstein & Partners / San Francisco

Dali Museum

Dali Museum & Hipstamatic iPhone app

Mobile Applications/Sites / Public Service/ Non-Profit

11040N

2011 Interactive Silver Pencil

Goodby, Silverstein & Partners / San Francisco

Frito Lay

Doritos Late Night Rihanna

Websites & Microsites / Consumer Goods

11005N

2011 Interactive Bronze Pencil

Goodby, Silverstein & Partners / San Francisco

Yahoo!

Yahoo! Page Takeover

Interactive Advertising / Banners - Dynamic - Single

11049N

2010 Interactive Bronze Pencil

Goodby, Silverstein & Partners / San Francisco

Comcast

Comcast Town

Websites & Microsites / Social Networks/ Community

10028N

2010 Interactive Bronze Pencil

Goodby, Silverstein & Partners / San Francisco

HP

Summit on the Summit Site

Websites & Microsites / Public Service/ Non-Profit

10020N

2010 Interactive Bronze Pencil

Goodby, Silverstein & Partners / San Francisco

GE

Plug into the Smart Grid

Craft / Interface Design

10086N

2010 Interactive Silver Pencil

Goodby, Silverstein & Partners / San Francisco

HP

Summit on the Summit Campaign

Integrated Branding / Integrated Branding Campaign - Online

10081N

2010 Design Silver Pencil

Goodby, Silverstein & Partners / san francisco

Haagen Dazs

5 Ingredient Outdoor Campaign

Outdoor Design / Campaign

10042D

2010 Advertising Silver Pencil

Goodby, Silverstein and Partners / San Francisco

Hyundai

Assurance

Innovation in Advertising / Campaign

10080G

2010 Interactive Silver Pencil

Goodby, Silverstein & Partners / San Francisco

GE

Plug into the Smart Grid

Websites & Microsites / Corporate Website

10009N

2010 Branded Entertainment Silver Pencil

Goodby, Silverstein & Partners / San Francisco

Frito Lay Doritos

Asylum 626

Gaming & Branded Applications / Online gaming

10021E

2009 Interactive Gold Pencil

Goodby, Silverstein & Partners / San Francisco

California Milk Processor Board

GotMilk.com

Web Sites / Corporate Image

09027N

2009 Interactive Silver Pencil

Goodby, Silverstein & Partners / San Francisco

California Milk Processor Board

Milk White Gold Interactive Campaign

Integrated Branding Campaign / Interactive Only

09070N

2009 Interactive Gold Pencil

Goodby, Silverstein & Partners / San Francisco

Doritos

Hotel 626

Microsites / Product-Specific Subsites

09018N

2009 Interactive Gold Pencil

Goodby, Silverstein & Partners / San Francisco

Sprint

Sprint NOW widget

Microsites / Product-Specific Subsites

09019N

2009 Advertising Gold Pencil

Goodby Silverstein and Partners / San Francisco

Haagen-Dazs

Help the Honey Bees

Innovation in Advertising & Marketing / Single

09070G

2009 Advertising Silver Pencil

Goodby Silverstein and Partners / San Francisco

National Basketball Association/ABC/ESPN/TNT

There Can Only Be One

Consumer Television / :30/:25 - Campaign

09053T

2009 Interactive Gold Pencil

Goodby, Silverstein & Partners / San Francisco

Doritos

Hotel 626

Brand Gaming / Online

09037N

2009 Interactive Gold Pencil

Goodby, Silverstein & Partners / San Francisco

Nintendo

Wario Land Shake It!

Banners - Dynamic / Single

09006N

2009 Advertising Bronze Pencil

Goodby Silverstein and Partners / San Francisco

Comcast

Rabbit

Consumer Television / Over :30 - Single - max. :90

09046T

2009 Interactive Silver Pencil

Goodby, Silverstein & Partners / San Francisco

Nintendo

Wario Land Shake It!

Online Branded Content / Single

09054N

2009 Advertising Silver Pencil

Goodby Silverstein and Partners / San Francisco

National Basketball Association/ABC/ESPN/TNT

Fear

Consumer Television / :30/:25 - Single

09051T

2009 Advertising Gold Pencil

Goodby, Silverstein and Partners / San Francisco

Haagen Dazs

Help the Honey Bees

Integrated Branding / Integrated Branding Campaign

09079G

2009 Advertising Silver Pencil

Goodby, Silverstein and Partners / San Francisco

National Basketball Association

There Can Only Be One

Integrated Branding / Integrated Branding Campaign

09080G

2009 Advertising Green Pencil

Goodby, Silverstein and Partners / San Francisco

Haagen Dazs

Help the Honey Bees

Integrated Branding / Integrated Branding Campaign

09079G

2008 Interactive Gold Pencil

Goodby, Silverstein & Partners / San Francisco

California Fluid Milk Processors Advisory Board

Milk Get the Glass Site

Microsites / Corporate Image

08014N

2008 Interactive Bronze Pencil

Goodby, Silverstein and Partners / San Francisco

Sprint

Waitless

Online Branded Content / Campaign

08059N

2008 Interactive Gold Pencil

Goodby, Silverstein & Partners / San Francisco

California Fluid Milk Processors Advisory Board

Milk Get the Glass Site

Brand Gaming / Online

08038N

2001 Advertising Bronze Pencil

Goodby Silverstein and Partners / San Francisco

Nike

TV Guide, Timesheet, Bar tab, Email, Credit Card Bill

Consumer Magazine / Magazine Color Full Page or Spread: Campaign

010021A

1994 Advertising Silver Pencil

Goodby Silverstein & Partners / San Francisco

Norwegian Cruise Line

Consumer Television / Consumer Television :30/:25 Single

94092T

1994 Advertising Silver Pencil

Goodby Silverstein & Partners / San Francisco

Norwegian Cruise Line

Consumer Television / Consumer Television :30/:25 Single

94093T

1994 Advertising Gold Pencil

Goodby Silverstein & Partners / San Francisco

Norwegian Cruise Line

Consumer Television / Consumer Television :30/:25 Campaign

94095T

1994 Advertising Silver Pencil

Goodby Silverstein & Partners / San Francisco

California Fluid Milk Processor Advisory Board

Consumer Television / Consumer Television Over :30 Single

94089T

1994 Advertising Silver Pencil

Goodby Silverstein & Partners / San Francisco

California Fluid Milk Processor Advisory Board

Outdoor / Outdoor: Campaign

94033A

1994 Advertising Silver Pencil

Goodby Silverstein & Partners / San Francisco

Specialized Bicycle Components

Collateral / Collateral Brochures Other Than by Mail

94047A

1993 Advertising Gold Pencil

Goodby Berlin & Silverstein / San Francisco

The New Yorker

Trade / Trade Any Size B/W or Color: Campaign

93036A

1993 Advertising Silver Pencil

Goodby Berlin & Silverstein / San Francisco

American Isuzu Motors

Consumer Magazine / Consumer Magazine Color 1 Page or Spread Including Magazine Supplements: Campaign

93018A

1993 Advertising Bronze Pencil

Goodby Berlin & Silverstein / San Francisco

Chevys Mexican Restaurants

Consumer Television / Consumer Television Under $50,000 Budget: Single

93095T

1993 Advertising Silver Pencil

Goodby Berlin & Silverstein / San Francisco

Specialized Bicycle Components

Consumer Magazine / Consumer Magazine Color 1 Page or Spread Including Magazine Supplements: Single

93013A

1993 Advertising Bronze Pencil

Goodby Berlin & Silverstein / San Francisco

American Isuzu Motors

Consumer Magazine / Consumer Magazine Color 1 Page or Spread Including Magazine Supplements: Single

93015A

1993 Advertising Gold Pencil

Goodby Berlin & Silverstein / San Francisco

The New Yorker

Trade / Trade Color 1 Page or Spread: Single

93030A

1993 Advertising Bronze Pencil

Goodby Berlin & Silverstein / San Francisco

Partnership for a Drug Free America

Public Service/Political / Public Service/Political Television: Single

93064T

1992 Advertising Gold Pencil

Goodby Berlin & Silverstein / San Francisco

Chevys Mexican Restaurants

Consumer Television / Consumer Television :30/:25 Campaign

92097T

1991 Advertising Gold Pencil

Goodby Berlin & Silverstein / San Francisco

Clarks of England

Trade / Trade B/W One Page or Spread: Single

91041A

1991 Advertising Silver Pencil

Goodby Berlin & Silverstein / San Francisco

Jose Cuervo Tequila

Outdoor / Outdoor: Single

91035A

1991 Advertising Bronze Pencil

Goodby Berlin & Silverstein / San Francisco

Royal Viking Line

Consumer Magazine / Consumer Magazine Color 1 Page or Spread: Single

91023A

1991 Advertising Bronze Pencil

Goodby Berlin & Silverstein / San Francisco

Clarks of England

Trade / Trade Any Size B/W or Color: Campaign

91052A

1991 Advertising Gold Pencil

Goodby Berlin & Silverstein / San Francisco

Royal Viking Line

Trade / Trade Color One Page or Spread: Single

91044A

1991 Advertising Gold Pencil

Goodby Berlin & Silverstein / San Francisco

Royal Viking Line

Consumer Magazine / Consumer Magazine Color 1 Page or Spread Including Magazine Supplements: Campaign

91024A

 

 

 

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