03/10/25
Bozell: A Legacy of Innovation, Hustle and Heart
It’s never easy to say goodbye, especially when it’s to a company that’s been a pioneering force in the advertising industry for over a century. And doubly so when they’re in your own backyard.
Recently, Bozell announced they would be closing their doors. This legendary agency not only shaped the world of advertising but also set a standard for creativity and community in Omaha, laying the groundwork for local marketing firms like us.
We know that the creative and strategic minds who made Bozell marketing what it is today are still around, and we’re sure we’ll see more incredible work from them in other places. But as an institution, Bozell’s influence will continue to echo throughout the advertising world for years to come. The OBI team is full of admirers, and we want to celebrate Bozell’s extraordinary legacy and acknowledge the countless ways they’ve inspired not just us, but America.
From Omaha to Beyond
In 1921, Leo Bozell and Morris Jacobs founded Bozell & Jacobs in Omaha, NE — a city not often associated with advertising giants. But it was here that one of the most influential marketing agencies in the history of American advertising began. Over the years, Bozell grew from a small regional shop to a global powerhouse, introducing groundbreaking ideas and captivating campaigns.
What makes Bozell’s journey so remarkable is not just its longevity, but the agency’s ability to adapt. Whether it was navigating mergers in the 1980s, bouncing back after the company was absorbed in the 2000s, or embracing its role as an independent shop again, Bozell’s ability to evolve while maintaining its creative spirit was nothing short of impressive.
Iconic Campaigns That Shaped Advertising
Bozell’s creativity was the stuff of legends. Over the years, they produced ads that not only defined a brand but also resonated deeply with American culture. Here are just a few examples of their most famous campaigns:
“Pork. The Other White Meat.”
In the late 1980s, Bozell created the iconic “Pork. The Other White Meat” campaign for the National Pork Board. This slogan revolutionized the marketing of pork, positioning it as a healthier alternative to beef and chicken.
It was a brilliant play that made pork a household name, and the campaign’s impact was felt far beyond that generation and beyond the grocery aisle.
“Got Milk?” — The Legendary Milk Mustache
Arguably one of the most iconic campaigns ever created, Bozell was the agency behind the legendary milk mustache in the famous “Got Milk?” campaign. These ads, featuring celebrities from Michael Jordan to Britney Spears, were everywhere.
The “milk mustache” became a cultural symbol, and the campaign boosted milk sales across the country while cementing its place in advertising history. The idea of tying a simple product to such a strong, fun and recognizable visual was revolutionary. It wasn’t just an ad — it was a movement.
“Genesis Does What Nintendon’t”
Bozell was also behind one of the most memorable ads of the 1990s: the “Genesis Does What Nintendon’t” campaign for Sega’s Genesis gaming console.
The campaign boldly positioned Genesis as a superior product to Nintendo, with one of the most creative (and often quoted) taglines in video game history. (Even if Nintendo’s genius disruptions to their industry meant they eventually won out as the gaming titans.)
“Rich Corinthian Leather.”
One of Bozell’s most memorable campaigns from the 1970s featured Chrysler’s luxury brand, the Cordoba, and the now-legendary phrase “rich, Corinthian leather.” The ad, starring actor Ricardo Montalbán, became an instant classic.
The phrase itself became a symbol of luxury and sophistication, despite the fact that the leather was not actually from Corinth, Greece — a reference book had suggested that Corinthian connoted rich desirability, creating a clever marketing move that turned what could have been a simple product feature into an aspirational symbol of wealth and refinement.
Beyond the tagline, the ad’s narrative, paired with Montalbán’s charismatic presence, perfectly captured the 1970s American desire for luxury and status. It wasn’t just about the car; it was about what owning that car represented: class, prestige, and a taste for the finer things in life. The “rich Corinthian leather” campaign did more than sell a car. It created a cultural touchstone, cementing itself in the lexicon of advertising history.
A Century of Innovation
One of the greatest takeaways from Bozell’s century-long run in advertising is the firm’s unwavering commitment to embracing change. From the very beginning, Bozell was a company built on innovation, always ahead of the curve when it came to adopting new technologies and new ways to engage with audiences.
The Power of Hustle
Bozell’s founding story is rooted in hustle. When Leo Bozell and Morris Jacobs first started the agency, they couldn’t even afford a phone. They worked multiple jobs to keep the business afloat, learning on the fly while building their brand from the ground up.
This “hustle” mentality permeated everything Bozell did, and it’s a lesson that many agencies can learn from. Hard work, dedication and persistence were at the heart of Bozell’s success — values that continue to resonate for agencies today.
A Company Built on Values
Beyond the creative brilliance and industry achievements, what truly set Bozell apart was its commitment to philanthropy and its focus on values that extended beyond the bottom line.
Giving Back to the Community
Bozell’s leadership, particularly Morris Jacobs, was deeply committed to helping others. Jacobs, who came from humble beginnings as the child of Lithuanian immigrants, was driven by a desire to give back to his community. His mantra, “We must pay rent for the space we occupy on this earth,” wasn’t just a slogan — it was a way of life for the agency. Whether through pro bono work or community involvement, Bozell continuously sought to use their platform for good.
“Care Madly”
Perhaps the most defining lesson of Bozell’s legacy is their commitment to “care madly.” It’s a simple concept, yet powerful: caring deeply about their clients, their work and the people they serve. This mindset became the backbone of Bozell’s culture, a driving force behind their success and a philosophy to inspire their best work.
The Future of Advertising: Continuing Bozell’s Legacy
Though Bozell closing came as a surprise to us all, the future of advertising is still filled with opportunity. If there’s one thing Bozell proved over its century in business, it’s that change is inevitable, and it should be embraced, not feared.
Bozell’s legacy lives on in the marketers that continue to push the boundaries of creativity, innovation and human connection. They set an example of how to navigate the ups and downs of the advertising world while staying true to your values and your craft. The lessons their work has taught us about adaptability, the power of storytelling and the importance of care will continue to inspire future generations of marketers, creatives and entrepreneurs.
As we move forward in this ever-changing industry, we can honor Bozell’s legacy by continuing to embrace change, telling stories that matter and always putting people at the heart of what we do.
Thank you, Bozell, for your commitment to creativity, your hustle, your heart and your timeless impact on the advertising world.
