Intelligent Dialogue » Super Bowl

Jay Chiat left an impression on so many of us

Marian Salzman — Sat, 31 Jan 2009 17:46:24 +0000

There are a few people in life who are genuinely unforgettable and Jay Chiat is one of those people. Whenever I find myself challenged by something completely new and thoroughly overwhelming, I look for an imaginary WWJD bracelet and think: What would Jay (not Jesus!) do? Or better still, how would I master this particular new mountain of opportunity or mania if I still had to answer to my most famous boss, legendary ad man Jay Chiat. Because this weekend is such an important one for his memory (it’s the 25th anniversary of the launch of “1984,” the Apple commercial that made the Super Bowl the Super Bowl of Advertising), I have been thinking about him all morning. I’ve been watching old videos. My good friend, and another former boss, Bob Jeffrey, shared my all-time favorite Jay story (happened before my time but it was legendary) with Adweek for the magazine’s 30th anniversary celebration. I can watch the film over and over again and remember why I fell in love with the marketing business: It’s all about nerve and joy and bold intellect. And did I mention a touch of insanity? Tom Carroll also has great Jay stories on the Adweek 30th video compilation. And here, Steve Jobs previews Apple’s Mac campaign (which really launched Chiat\Day to the world) just before its debut on the 1984 Super Bowl.

Interestingly, I also went back and looked at the announcement Jay made when he named me the agency’s first head of new media, then called emerging media, back in 1994. Here is a direct quote from the release: “The world of new media and technology is already an integrated part of the agency and its creative resources. Marian’s presence assures that Chiat\Day will be making smart decisions about applying the new technologies to individual client needs. We see her as a futures analyst for the new technology,” said Jay Chiat. “We’re not establishing a new media group but rather integrating into each account group our understanding of emerging technology and how it impacts new communications,” Chiat said. How visionary was he? Fully 15 years before people began to recognize that everything is digital, and that compartmentalizing digitivity is oh so “Mad Men.”

Me and football and my Blackberry:)

Marian Salzman — Sat, 31 Jan 2009 00:15:18 +0000

The long-standing image of overindulgent, lazy football fans might just be a thing of the past. In a week that marks the year’s biggest night for the NFL, Porter Novelli ConsumerStyles data shows that today’s fans are energetic, cause-oriented and engaged with their families and their communities—contrary to traditional stereotypes. Specifically, survey results show male football fans are more likely than the general public to be charitable—giving to causes that are important to them such as improving education, feeding the hungry and helping those with disabilities. And that female NFL fans are more likely than other women to be early adopters of technology and to be tech influencers in their communities (meaning friends ask them for advice about electronics and technology). Exciting news for sure, in this time of yearning for awareness and change. I’m betting however, that it won’t mean a complete dearth of buffalo wings and beers come Sunday.

Though I don’t care much for the gridiron or junk food, I won’t need my arm twisted this weekend to go to a friend’s house for an evening of potluck, sit quietly with my Blackberry as Steeler and Cardinal acolytes howl at the TV, and wait for the commercials. Clearly, the highlight of the Super Bowl frenzy is the hotly anticipated ad reveal. Though nowadays you can get sneak peeks online, it’s still fun to watch them on the big screen and critique them with a group. I’m eagerly awaiting what Pepsi has in store. I see their new branding effort on billboards whenever I drive up I-95 to work, which led me to check out refresheverything.com, where they are currently posting videos gearing up for an “online Super Bowl party” hosted by the ridiculously funny Will Arnett of Arrested Development fame. (A preview of Pepsi’s Super Bowl ad, a playful take on generational change, via Mediapost.)

Online Super Bowl parties. … Ok, that is definitely progress. I am having a hard time believing it’s been 25 years since Ridley Scott and Apple’s 1984 “1984″ Super Bowl spot, introducing the Mac for the first time. It was truly a game-changer that had nothing to do with football.

Read also: A paean to the legendary Mac ad, by Michael Weinrib, via ESPN.com.