Tony the Tiger
Marlboro Man
Keebler Elves
Charlie the Tuna
Jolly Green Giant
Little Green Giant
Maytag Repair Man
Morris the Cat
Pillsbury Doughboy
Toucan Sam
I wasn’t the only advertising major who dreamed of becoming the next Leo Burnett. Even those 30+ years ago, Burnett and his shop, which turns 75 this week, were legendary.
Burnett’s motto was equally legendary: “Reach for the stars. You may not get one, but you won’t come up with a handful of mud, either.” Who can argue with that?
—Steve Cuno