Louisville Magazine

AUG 2015

Louisville Magazine is Louisville's city magazine, covering Louisville people, lifestyles, politics, sports, restaurants, entertainment and homes. Includes a monthly calendar of events.

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Page 24 of 140

22 LOUISVILLE MAGAZINE 8.15 THE BIT A BIT MORE HISTORY nortonhealthcare.com/mychart "There are always agencies that have that campaign that everybody is talking about, and then — it's almost like actors or actresses; they're everything and then all the sudden, 10 years later, nobody's talking about them anymore," says Todd Spencer, the 45-year-old president and CEO of Doe-Anderson. "We may not be the sexiest everybody-is-talking-about-us agency. But we've been steady." Proof: From Aug. 1 to next February, the Frazier History Museum will present "The Power of Persuasion: 100 Years of Doe-Anderson." To celebrate the agency's centennial — "We were doing ads when they were still selling horse-drawn carriages," Spencer says — the exhibit will include more than 200 ads, for the likes of Churchill Downs, Louisville Slugger and Maker's Mark. (It's worth mentioning that Orson Welles voiced the '80s radio spot for moving company North American Van Lines that won Doe-Anderson a Clio, basically the ad world's Oscar.) "You couldn't do some of these ads today," Spencer says. One for Honey Crust Bread featured a black-and-white illustration of a wife ("Jack, dear, you're forever smoking") and her husband ("I'd cut it out in a second if you'd trot out those sandwiches"). While discussing a '70s ad for MasterCharge (which became MasterCard), Spencer says, "We were basically telling people to go into debt. Look at this one. It says, 'You can get away with it.'" — JM "Anybody who lived in Louisville in the '70s and '80s will remember the Fischer's ads. Most of it was billboards," Spencer says. "They were all funny puns. One said: 'Good dog. Good dog.'" "We used Phyllis Diller for this Paramount Pickles ad. She was kind of known as this ugly comedian, and we used her as the 'beautiful ugly pickle,'" Spencer says. "(Maker's Mark's) Bill Samuels Sr. believed that anything that could be said about good whiskey had already been said about bad whiskey. You couldn't really say much about the product to get people interested, especially in the '70s and '80s when bourbon wasn't cool," Spencer says. "He really wanted to draw people in, to make them want to learn more. Back then, everybody who did liquor advertising typically showed the bottle with a glass sitting next to it." The Frazier exhibit will include some 250 of the commemorative bottles Maker's has produced throughout the years.

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