{"id":32007,"date":"2019-12-16T12:37:05","date_gmt":"2019-12-16T18:37:05","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=32007"},"modified":"2020-07-03T10:43:00","modified_gmt":"2020-07-03T15:43:00","slug":"hal-riney-ad-legend","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/hal-riney-ad-legend\/","title":{"rendered":"Hal Riney, Ad Legend"},"content":{"rendered":"<p>The year was 1956. The city, San Francisco. The agency, BBDO. The job, Mailroom clerk. The future advertising legend, Hal Riney.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/727974106&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true&amp;visual=true\" width=\"100%\" height=\"300\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<p>Riney was born in the depths of The Great Depression in Washington, a fact of his life that influenced his later work, including \u201cIt\u2019s Morning Again in America\u201d which helped re-elect Ronald Reagan in 1984.<\/p>\n<p>Riney majored in art and minored in journalism and advertising at Univ. Of Washington. He served as a press officer in the U.S. Army and then joined BBDO. At first, he wanted to be an account exec. &#8220;I wanted to be an account man,&#8221; he said. &#8221;I thought these were the guys who were the real ad people.\u201d<\/p>\n<p>Thankfully, Riney became an art director at BBDO, and within 12 years was promoted to vice president and creative director.<\/p>\n<p>In 1976, Riney opened the San Francisco office of New York agency Ogilvy &amp; Mather. Legend has it that Ogilvy \u201cfound\u201d Riney at Reno\u2019s, a bar in San Francisco, where he was sipping Jim Beam while writing ads for Oregon\u2019s Blitz-Weinhard Brewing.<\/p>\n<p>Nine years later, in 1985, Riney purchased the Ogilvy &amp; Mather office and renamed it Hal Riney &amp; Partners.<\/p>\n<h2>Riney&#8217;s Place-Based Brand Narratives Are American Folk Tales<\/h2>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/3eqnGXTh1fM?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>If this was an art history class, what would we call this ad? How would we classify it? Pastoral realism.<\/p>\n<p>Here we also have personal identity wrapped around a brand pitch. Like \u201cThe Hathaway Man\u201d and \u201cCommander Whitehead\u201d the brewer is seeking a certain type of person, in this case, a blue-collar Pacific Northwesterner. No product is for everyone, and Riney understood this.<\/p>\n<p>This beer ad is lifestyle marketing with an emphasis on place. The tagline is, \u201cThe best country in the country deserves the country\u2019s best beer.\u201d So much pride.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/EU-IBF8nwSY?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>Along with DDB\u2019s \u201cDaisy\u201d for LBJ, this ad is considered to be one of the best of all time for a political candidate. Unlike \u201cDaisy,\u201d this ad is not scary. For Riney, reality was scary enough. He sought to offer his client&#8217;s customers another, more comforting, vision of America.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/RDVuh7jeRdw?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>Hal Riney created the Saturn campaign, centered on the town of Spring Hill, Tenn., where the car was manufactured. This car was not made in Detroit, and the commercials wouldn&#8217;t be made there either.<\/p>\n<p>The tagline was &#8220;A different kind of company. A different kind of car,&#8221; and it was the most successful new model introduction in GM history.<\/p>\n<p>What\u2019s the inherent tension in this story? Riney identified a key moment of truth in the car buying experience\u2014all the way at the end of the narrative arc&#8217;s downslope\u2014and he successfully dramatized it.<\/p>\n<h2>Hal Riney&#8217;s Legacy Continues To Play Out Today<\/h2>\n<p>Hal Riney started something in San Francisco that continues to play out today in a big way. Andy Berlin, Jeff Goodby, and Rich Silverstein all worked for Riney before heading out on their own.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/97X9huy7pHQ?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>Riney liked to use pop music in ads, not just jingles. He painted a complete picture for viewers, one that they could imagine themselves in, and happier in. And like Leo Burnett and David Ogilvy, he created brand characters (<a href=\"https:\/\/youtu.be\/hYdWHK6AA6E\">Bartles &amp; James<\/a>) endowed with cultural relevance.<\/p>\n<p>Lee Clow said, &#8220;Hal Riney was one of our fiercest competitors and, personally, one of my greatest inspirations. The man was truly a genius. His voice for storytelling and his art changed the way we think about advertising. His work will continue to inspire us.&#8221;<\/p>\n<p>&#8212;<\/p>\n<p><em>Hal Riney is one of nine ad legends featured in &#8220;The Ad Legends: The People, Creative Movements, and Legendary Work <\/em><em>That Shaped the Modern Craft of Advertising,&#8221; a live workshop by David Burn. The workshop was first presented at <a href=\"http:\/\/signaltheory.com\">Signal Theory<\/a> in Kansas City and Wichita, on December 11 and 12, 2019. <\/em><em>To learn more about how this skill-building workshop can help your team make better work, inquire at david@bonehook.com.<\/em><\/p>\n<p>Hal Riney illustration by <a href=\"https:\/\/waltoons.myportfolio.com\/\">Jason Walton<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The year was 1956. The city, San Francisco. The agency, BBDO. The job, Mailroom clerk. The future advertising legend, Hal Riney. Riney was born in the depths of The Great Depression in Washington, a fact of his life that influenced his later work, including \u201cIt\u2019s Morning Again in America\u201d which helped re-elect Ronald Reagan in [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":32008,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[328,6],"tags":[],"class_list":{"0":"post-32007","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-legends","8":"category-ad-people","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hal Riney, Ad Legend - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/hal-riney-ad-legend\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hal Riney, Ad Legend - Adpulp\" \/>\n<meta property=\"og:description\" content=\"The year was 1956. 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Today, David is a writer, brand strategist, and leader of creative teams in Austin, TX.","sameAs":["http:\/\/www.davidburn.com\/","https:\/\/x.com\/@davidburn"],"url":"https:\/\/www.adpulp.com\/author\/david-burn\/"}]}},"jetpack_featured_media_url":"https:\/\/www.adpulp.com\/wp-content\/uploads\/2019\/12\/RINEY-4x6-print-e1576521482447.jpg","jetpack_shortlink":"https:\/\/wp.me\/p207Fp-8kf","jetpack-related-posts":[{"id":5003,"url":"https:\/\/www.adpulp.com\/the_ad_biz_lose\/","url_meta":{"origin":32007,"position":0},"title":"The Ad Biz Loses A Legend&#8211;And A Legendary Voice","author":"Dan Goldgeier","date":"March 25, 2008","format":false,"excerpt":"From Ad Age: Hal Riney, the legendary adman whose work influenced presidential campaigns and whose vision helped shape auto marketing and many other aspects of the business, died yesterday of cancer. He was 75. During his career of almost 50 years, Mr. Riney developed advertising around the notion that understatement\u2026","rel":"","context":"With 2 comments","block_context":{"text":"With 2 comments","link":"https:\/\/www.adpulp.com\/the_ad_biz_lose\/#comments"},"img":{"alt_text":"riney100507.jpg","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/2008\/03\/25\/riney100507.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3611,"url":"https:\/\/www.adpulp.com\/and_riney_thank\/","url_meta":{"origin":32007,"position":1},"title":"And Riney Thanks Gallo For His Support","author":"Dan Goldgeier","date":"March 15, 2007","format":false,"excerpt":"Back in ad school, one of my teachers told me that Ernest Gallo would have his agencies come out to his house and present new work to him by the pool. And they'd lay out the ads on the ground, and Gallo would piss on the storyboards he didn't like.\u2026","rel":"","context":"In &quot;Agencies&quot;","block_context":{"text":"Agencies","link":"https:\/\/www.adpulp.com\/category\/agencies\/"},"img":{"alt_text":"bartles_jaymes_small.jpg","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/2007\/03\/15\/bartles_jaymes_small.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3380,"url":"https:\/\/www.adpulp.com\/did_hal_riney_k\/","url_meta":{"origin":32007,"position":2},"title":"Did Hal Riney Kill The Electric Car?","author":"Dan Goldgeier","date":"January 6, 2007","format":false,"excerpt":"So I'm sitting here watching Who Killed The Electric Car?, a documentary about GM's EV1 electric car, which was produced in the late 90's. About 18 minutes into the movie comes a discussion of the TV ads (one shown above) and print work done by Hal Riney. One of the\u2026","rel":"","context":"In &quot;Brands&quot;","block_context":{"text":"Brands","link":"https:\/\/www.adpulp.com\/category\/brands\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":991,"url":"https:\/\/www.adpulp.com\/integration_dis\/","url_meta":{"origin":32007,"position":3},"title":"Integration Disintegrates, At Least In One Account Pitch","author":"Dan Goldgeier","date":"July 21, 2005","format":false,"excerpt":"From Ad Age: WellPoint, the nation's largest health insurer, has awarded its advertising account to Publicis Groupe's Publicis & Hal Riney, San Francisco, two executives familiar with the review said. Hal Riney won the pitch against three WPP Group agencies, each of which fielded an integrated \"best of class\" team\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":8332,"url":"https:\/\/www.adpulp.com\/exhuming_reagan\/","url_meta":{"origin":32007,"position":4},"title":"Exhuming Reagan and Riney","author":"Dan Goldgeier","date":"September 28, 2010","format":false,"excerpt":"To Americans of a certain age, and advertising junkies, the phrase \"It's morning in America...\" means Hal Riney's voice and the sunny optimism of Ronald Reagan's 1984 re-election campaign. Not anymore. Here's what we're getting from an organization called \"Citizens for the Republic.\" Here is the original, written and voiced\u2026","rel":"","context":"In &quot;Political Advertising&quot;","block_context":{"text":"Political Advertising","link":"https:\/\/www.adpulp.com\/category\/political-advertising\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":7092,"url":"https:\/\/www.adpulp.com\/corporate_ameri\/","url_meta":{"origin":32007,"position":5},"title":"Corporate America&#8217;s Best Storytellers Tell Some of Their Own","author":"David Burn","date":"September 20, 2009","format":false,"excerpt":"Darby and I went to see Art & Copy this afternoon. In a film full of interesting and accomplished spokespersons for our industry, Lee Clow's vision of putting the inmates in charge of the asylum is the one that's most attractive to me. The film confirms that Clow is the\u2026","rel":"","context":"In &quot;Ad People&quot;","block_context":{"text":"Ad People","link":"https:\/\/www.adpulp.com\/category\/ad-people\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/32007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/comments?post=32007"}],"version-history":[{"count":0,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/32007\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media\/32008"}],"wp:attachment":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media?parent=32007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/categories?post=32007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/tags?post=32007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}