Jay Schulberg
Encyclopedia
Jay William Schulberg was an American
advertising executive who had chief creative positions at both Ogilvy & Mather
and Bozell Worldwide, with an approach to developing concise ads with memorable tagline
s. He was responsible for creating advertising slogan
s including the Got Milk?
milk mustache campaign, the "Excedrin Headache" that could only be cures by the "extra-strength pain reliever", and the line "Don't Leave Home Without It", originally delivered by Karl Malden
for American Express
.
on July 17, 1939, Schulberg attended New York University
, from which he graduated in 1961. He had originally planned to pursue a career as a screenwriter
, following in the path of his cousin Budd Schulberg
, who had written the Academy Award-winning screenplay for On the Waterfront
.
in 1961 as a junior copywriter
. In the 1970s, he used Karl Malden, then starring in the police drama The Streets of San Francisco
, to deliver the line "Don't Leave Home Without It" to emphasize the safety of American Express
traveler's checks
. "A dry baby is a happy baby" was a line developed for Huggies
diapers, used in ads with happy infants.
Other campaigns pitched the "extra-strength pain reliever" as the cure for an "Excedrin headache" and used an older actor to introduce consumers to the "good old-fashioned lemonade" flavor of Country Time
lemonade
. Other clients at Ogilvy & Mather included AT&T
, Duracell
, Hershey's
, Maxwell House
and Sports Illustrated
.
He was hired by Bozell in November 1987 as executive vice president, creative director. He developed a campaign for the National Milk Processors Board in 1994 featuring celebrities drinking milk, as part of an effort to increase milk consumption. The campaign, created by art director Bernie Hogya and copywriter Jennifer Gold, featured celebrity photographs by Annie Leibovitz
of notables such as Lauren Bacall
and Naomi Campbell
with a milk mustache and the tagline "Milk. What a surprise!" The program next included men as well as women with milk above their lip, and the slogan "Where's your mustache?" and later, "Got milk?
". Schulberg recounted his experiences in the 1998 New York Times best-seller
The Milk Mustache Book, co-written with Bernie Hogya and Sal Taibi.
After retiring in 1999, he worked as creative director of a $10 million public service campaign initiated in 2001 that promoted values such as determination, perseverance and selflessness, featuring everyday people as "the heroes all around us, whose stories are rarely told".
, Schulberg died at age 65 in Doylestown, Pennsylvania
on January 12, 2005 due to pancreatic cancer
. He was survived by his wife, Kathryn.
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
advertising executive who had chief creative positions at both Ogilvy & Mather
Ogilvy & Mather
Ogilvy & Mather is an international advertising, marketing and public relations agency based in Manhattan and owned by the WPP Group. The company operates 497 offices in 125 countries with approximately 16,000 employees.-History:...
and Bozell Worldwide, with an approach to developing concise ads with memorable tagline
Tagline
A tagline is a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product , or to reinforce the audience's memory of a product...
s. He was responsible for creating advertising slogan
Advertising slogan
Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. A strapline is a British term used as a secondary sentence attached to a brand name...
s including 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...
milk mustache campaign, the "Excedrin Headache" that could only be cures by the "extra-strength pain reliever", and the line "Don't Leave Home Without It", originally delivered by Karl Malden
Karl Malden
Karl Malden was an American actor. In a career that spanned more than seven decades, he performed in such classic films as A Streetcar Named Desire, for which he won the Academy Award for Best Supporting Actor, On the Waterfront and One-Eyed Jacks...
for American Express
American Express
American Express Company or AmEx, is an American multinational financial services corporation headquartered in Three World Financial Center, Manhattan, New York City, New York, United States. Founded in 1850, it is one of the 30 components of the Dow Jones Industrial Average. The company is best...
.
Biography
Born in ManhattanManhattan
Manhattan is the oldest and the most densely populated of the five boroughs of New York City. Located primarily on the island of Manhattan at the mouth of the Hudson River, the boundaries of the borough are identical to those of New York County, an original county of the state of New York...
on July 17, 1939, Schulberg attended New York University
New York University
New York University is a private, nonsectarian research university based in New York City. NYU's main campus is situated in the Greenwich Village section of Manhattan...
, from which he graduated in 1961. He had originally planned to pursue a career as a screenwriter
Screenwriter
Screenwriters or scriptwriters or scenario writers are people who write/create the short or feature-length screenplays from which mass media such as films, television programs, Comics or video games are based.-Profession:...
, following in the path of his cousin Budd Schulberg
Budd Schulberg
Budd Schulberg was an American screenwriter, television producer, novelist and sports writer. He was known for his 1941 novel, What Makes Sammy Run?, his 1947 novel The Harder They Fall, his 1954 Academy-award-winning screenplay for On the Waterfront, and his 1957 screenplay for A Face in the...
, who had written the Academy Award-winning screenplay for On the Waterfront
On the Waterfront
On the Waterfront is a 1954 American drama film about union violence and corruption among longshoremen. The film was directed by Elia Kazan and written by Budd Schulberg. It stars Marlon Brando, Rod Steiger, Eva Marie Saint, Lee J. Cobb and Karl Malden. The soundtrack score was composed by Leonard...
.
Advertising
He was hired by Ogilvy & MatherOgilvy & Mather
Ogilvy & Mather is an international advertising, marketing and public relations agency based in Manhattan and owned by the WPP Group. The company operates 497 offices in 125 countries with approximately 16,000 employees.-History:...
in 1961 as a junior copywriter
Copywriting
Copywriting is the use of words and ideas to promote a person, business, opinion or idea. Although the word copy may be applied to any content intended for printing , the term copywriter is generally limited to promotional situations, regardless of the medium...
. In the 1970s, he used Karl Malden, then starring in the police drama The Streets of San Francisco
The Streets of San Francisco
The Streets of San Francisco is a 1970s television police drama filmed on location in San Francisco, California, and produced by Quinn Martin Productions, with the first season produced in association with Warner Bros...
, to deliver the line "Don't Leave Home Without It" to emphasize the safety of American Express
American Express
American Express Company or AmEx, is an American multinational financial services corporation headquartered in Three World Financial Center, Manhattan, New York City, New York, United States. Founded in 1850, it is one of the 30 components of the Dow Jones Industrial Average. The company is best...
traveler's checks
Traveler's cheque
A traveler's cheque is a preprinted, fixed-amount cheque designed to allow the person signing it to make an unconditional payment to someone else as a result of having paid the issuer for that privilege.- Usage :As traveler's cheques can usually be replaced if lost or stolen A traveler's cheque...
. "A dry baby is a happy baby" was a line developed for Huggies
Huggies
Huggies is the brand name of a disposable diaper marketed by Kimberly-Clark. Huggies were first test marketed in 1968, then introduced to the public in 1978.-Product lines:...
diapers, used in ads with happy infants.
Other campaigns pitched the "extra-strength pain reliever" as the cure for an "Excedrin headache" and used an older actor to introduce consumers to the "good old-fashioned lemonade" flavor of Country Time
Country Time
Country Time is the name of a brand of lemonade drinks. It is a non-carbonated lemon-flavored drink mix and soft drink sold in stores, restaurants, and vending machines. The powdered mix is produced by Kraft Foods...
lemonade
Lemonade
Lemonade is a lemon-flavored drink, typically made from lemons, water and sugar.The term can refer to three different types of beverage:...
. Other clients at Ogilvy & Mather included AT&T
AT&T
AT&T Inc. is an American multinational telecommunications corporation headquartered in Whitacre Tower, Dallas, Texas, United States. It is the largest provider of mobile telephony and fixed telephony in the United States, and is also a provider of broadband and subscription television services...
, Duracell
Duracell
Duracell is a brand of batteries manufactured by Procter & Gamble.Additionally, Duracell owns the Procell professional-use brand.-Products:Duracell manufactures alkaline batteries in many common sizes, such as AAA, AA, C, D, and 9V...
, Hershey's
Hershey's
Hershey's may refer to:* Hershey's, a nickname for The Hershey Company* Hershey's Ice Cream produced by Hershey Creamery Company* Hershey's Chocolate World, a theme-park/visitor-center facility...
, Maxwell House
Maxwell House
Maxwell House is a brand of coffee manufactured by a like-named division of Kraft Foods. Introduced in 1892, it is named in honor of the Maxwell House Hotel in Nashville, Tennessee. For many years until the late 1980s it was the largest-selling coffee in the U.S. and is currently second behind...
and Sports Illustrated
Sports Illustrated
Sports Illustrated is an American sports media company owned by media conglomerate Time Warner. Its self titled magazine has over 3.5 million subscribers and is read by 23 million adults each week, including over 18 million men. It was the first magazine with circulation over one million to win the...
.
He was hired by Bozell in November 1987 as executive vice president, creative director. He developed a campaign for the National Milk Processors Board in 1994 featuring celebrities drinking milk, as part of an effort to increase milk consumption. The campaign, created by art director Bernie Hogya and copywriter Jennifer Gold, featured celebrity photographs by Annie Leibovitz
Annie Leibovitz
Anna-Lou "Annie" Leibovitz is an American portrait photographer.-Early life and education:Born in Waterbury, Connecticut, Leibovitz is the third of six children. She is a third-generation American whose great-grandparents were Jewish immigrants, from Central and Eastern Europe. Her father's...
of notables such as Lauren Bacall
Lauren Bacall
Lauren Bacall is an American film and stage actress and model, known for her distinctive husky voice and sultry looks.She first emerged as leading lady in the Humphrey Bogart film To Have And Have Not and continued on in the film noir genre, with appearances in The Big Sleep and Dark Passage ,...
and Naomi Campbell
Naomi Campbell
Naomi Campbell is a British model. Scouted at the age of 15, she established herself among the top three most recognisable and in-demand models of the late 1980s and early 1990s, and she was one of six models of her generation declared "supermodels" by the fashion world...
with a milk mustache and the tagline "Milk. What a surprise!" The program next included men as well as women with milk above their lip, and the slogan "Where's your mustache?" and later, "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...
". Schulberg recounted his experiences in the 1998 New York Times best-seller
New York Times Best Seller list
The New York Times Best Seller list is widely considered the preeminent list of best-selling books in the United States. It is published weekly in The New York Times Book Review magazine, which is published in the Sunday edition of The New York Times and as a stand-alone publication...
The Milk Mustache Book, co-written with Bernie Hogya and Sal Taibi.
After retiring in 1999, he worked as creative director of a $10 million public service campaign initiated in 2001 that promoted values such as determination, perseverance and selflessness, featuring everyday people as "the heroes all around us, whose stories are rarely told".
Personal
A longtime resident of Solebury Township, PennsylvaniaSolebury Township, Pennsylvania
Solebury Township is a township in Bucks County, Pennsylvania, United States. The population was 8,692 at the 2010 census.The Solebury School is located in the township, off U.S...
, Schulberg died at age 65 in Doylestown, Pennsylvania
Doylestown, Pennsylvania
Doylestown is a borough in Bucks County, Pennsylvania, north of Philadelphia. As of the 2010 census, the borough population was 8,380. The borough is the county seat of Bucks County.- History :...
on January 12, 2005 due to pancreatic cancer
Pancreatic cancer
Pancreatic cancer refers to a malignant neoplasm of the pancreas. The most common type of pancreatic cancer, accounting for 95% of these tumors is adenocarcinoma, which arises within the exocrine component of the pancreas. A minority arises from the islet cells and is classified as a...
. He was survived by his wife, Kathryn.