Checking email this evening was depressing. Hal Riney, one of my advertising mentors, is gone. His approach to advertising and communicating resonates within me and when thinking about truly great advertising, very few move me the way his work has done. Riney’s words and pictures conveyed sincerity, credibility and warmth. When I started my career there were so many greats who inspired me. Today, my number is finite and rapidly dwindling.

Hal Riney was able to deliver strong and appealing messages through his advertising, without having to resort to the hard sell. That was his amazing and unique approach. Moreover, Riney’s commercials contained very powerful and positive messages and ideas. His work has forever changed the perceptions about traditional or political advertising campaigns.

His work spanned decades and crossed all industries. Hal was as well known for his agency’s work as much as his voice over talent. He not only did voice over work for his agency, but also lent his pipes to other agencies’ best spots. He was recruited from Botsford Ketchum by David Ogilvy and opened O&M’s San Francisco office in 1976. His solo rise to greatness started in 1985 when he bought the San Francisco office from Ogilvy (another of my advertising mentors). As I jumped into the advertising world in the late 80s and early 90s, the work produced drove my communications thirst.

Earlier, the 1984 political advertising campaign, created by the Reagan’s Tuesday Team (featuring Hal Riney’s golden voice), did not only bring him the victory at the elections, but also showed how this kind advertising works, without the nasty PR attacks and media combats that we’re now used to (hey Obama, Clinton and McCain, take note). The “It’s morning again in America” 1984 Reagan for president political advertising campaign has rightfully taken its place of honor among the hundred of the most fascinating advertising campaigns of the 20th century… along with some other Riney greats.

Here are a few spots that highlights Hal’s unique approach…

Hal Riney working on behalf of Ronald Regan's Tuesday Team

Hal Riney & Partners Controversial Spot for First Union

Audio Only:

Hal Riney provides background on the Bartles and Jaymes Ads (MP3)

So long, Hal. We'll miss you!