In reflecting on the industry’s history, invariably the topic of mentorship arises. Webster’s defines a mentor as "a wise and trusted teacher or counselor." However, there have been mentors who never consciously taught or counseled—yet who through their work and by example have influenced the next generation of talent. Whether operating in this capacity consciously, subconsciously or unconsciously, mentors make a profoundly positive difference in the careers and lives of others. The benefits of mentorship also extend beyond a single generation, as students often take up the torch and give help, apprenticeship and opportunities to their younger associates.
My thoughts turned to mentorship and the history of our business when I learned of the passing of Roy Grace, a creative mainstay at Doyle Dane Bernbach (now the DDB Worldwide division of the Omnicom Group) for 22 years of his four decades in the business. Grace, 66, died in his native New York City of prostate cancer on Feb. 26.
Grace guided now classic spots and campaigns for Alka-Seltzer ("Spicy Meatball"), Volkswagen ("Funeral") and American Tourister ("Gorilla"). He then went on to open Grace & Rothschild, New York, with DDB New York colleague Diane Rothschild in 1986. Among his notable endeavors there was a Range Rover campaign, which introduced the concept of a luxury 4×4, years before SUVs became fashionable and, most recently, controversial.
He was inducted into the Halls of Fame of the Art Directors Club and the One Club for Art and Copy. Grace’s work won numerous awards over the years, and four of his commercials are among the New York Museum of Modern Art’s collection of 17 classic ads.
Upon the passing of such a legendary figure, ripe for the taking are reflections and observations from many in the business who can attest to the contributions and industry-shaping influence of the deceased. Certainly, that’s the case with Grace. But rather than garner those insights now, I hearken back to observations shared while Grace was alive. In SHOOT ‘s 40th Anniversary edition—published in November ’00—we asked notable people in the biz to reflect upon their mentors. One respondent was director Bryan Buckley of bicoastal/international hungry man. His observations about Grace are especially fitting today as we look back on his career.
"As far as I’m concerned, he revolutionized commercials," related Buckley of Grace. "Look at the entertainment value of those spots he did at Doyle Dane Bernbach. They were selling while the consumer didn’t know he or she was being sold. The Volkswagen work was classic—as was American Tourister. As a kid growing up, I remember being stuck in front of the TV set and seeing the Volkswagen ‘Funeral’ spot—it showed how advertising can be absolutely brilliant. And the gorilla in the cage [for American Tourister] is the ultimate demo spot, bringing creativity to the most dull ad category of product demos.
"I think TV Guide did some sort of poll of the top fifty commercials of the century, and Roy had two of the top five," continued Buckley. "His work was just amazing. It’s the kind of stuff you just sat there and admired—which carries over into the print work he did for Volkswagen, as well."
Buckley recalled, "I started at Doyle Dane as an assistant art director and went over with Roy to Grace & Rothschild. Later on in life, I became a writer when I left to go to Chiat/Day. Roy was and is an inspiration."
