Legendary Director Bob Giraldi Joins The Advertising Hall Of Fame

Legendary Director Bob Giraldi Joins The Advertising Hall Of Fame

The Advertising Hall Of Fame isn't known for inducting directors into its mix. In fact, in its 64-year history the organization has focused on agency and brand-side individuals to fill its virtual corridors.

Until this year.

In a first, legendary commercials/promos/film director Bob Giraldi of Giraldi Media has been elected to join the Hall alongside Phil Knight - founder of Nike, Shelly Lazarus - Chairman Emeritus of Ogilvy Mather, Byron Lewis - founder of Uniworld, Gerry Rubin - founder of Rubin Postaer, Bob Scarpelli - chairman of DDB Worldwide and Rance Crain - president of Crain Communications. Also being inducted, as a corporation, is McDonalds, represented by Don Thompson, President and Chief Executive Officer.

Selected by the Council of Judges from a distinguished list of nominees, Giraldi was chosen for his vision, ground-breaking innovations in the advertising world and exceptional community service. With the induction ceremony fast approaching on 29th April, we caught a moment with Bob to discuss the accolade and his spectacular career.

You're the first director to be inducted into the Advertising Hall of Fame in its 64-year history. How does it feel to be such a trailblazer?

I'm not sure I'm such a 'trailblazer', but anytime one receives an award like this-- recognized for the highest standards in our industry, alongside some of the really important and influential colleagues-- it feels good and makes for a really nice day. Actually, the recognition makes some of the darkest days almost seem tolerable.

What was your reaction on receiving the accolade?

Shock. 'I actually suggested they recount the votes.' Only kidding-- I'm a proud man, have consistently been lucky and mostly appreciated-- and, like most individuals surviving in a creative, competitive and political environment; I'm relieved. Obviously, I'm also always wary of too much fuss-- I'm sure the audience will also include those who do not have any idea of who I am or what I'm up there for-- and those who do know, but never thought much of the results. Always good to be cautious-- with a certain amount of humility-- at a time like this.

This is far from the first honour you've received in your illustrious career. Do the rewards still carry the same buzz as they used to or do you get used to the red carpets?

My sense is that the more awards one gets, the more it signals how long they've been around. I'm also lucky to have stayed relatively healthy-- and interested. Awards today carry a different 'buzz' for me; there's obviously a different vibe for recognition of work newly created than for established work that's being recognized over the years-- thank God I can still feel a little excitement for both.
 

What's the secret to such longevity?

Fresh olive oil. Luck. Timing. Tenacity. Re-invention. Listening to good creative people-- while hanging with young adventurous students. And, mostly; never getting rained out. Amazing-- over the span of more than forty years of shooting, I've been rained out-- just twice.

Did you have any idea you'd still be creating top-notch moving-image content with such consistency?

I started out wanting to be a major league catcher. I went to Pratt Institute; the best art & design college on the east coast at the time, on a combined baseball and basketball scholarship-- then started hanging with the 'cool kats' and the artsy folks. Life and ambition quickly changed. I'm still in a daze.

You've created some of the most iconic images in pop-culture history (MJ's 'Beat It' video, the sculpted face of Lionel Richie in 'Hello', your Miller work). How does it feel to have such a legacy?

Most times it feels satisfying. Few times it feels unimportant. Rare moments, it feels sad-- like when MJ suddenly died and I was besieged by media with no intent other than uncovering, creating dirt and controversy that could be ballooned. Recently I re-connected with Lionel Richie; a rare and honest human being-- then it becomes all worth it again.
 

The technology of creating content has changed quite a bit since you started. How do you feel about the digital revolution in cameras and editing?

I'm having the best time-- totally immersed in the digital world of filmmaking and post production; sound and music-- I just finished directing a short film where we actually shot with two Alexa's, but just used one light. And we just used that one light in two scenes. For the other 70 or so set-ups, no lights at all. The cameras see today what I can't, or could never have seen. I find myself, however, spending as much time degrading the super slick and totally manufactured look of today's HiDef technology, as I do creating it. Strange; when video was struggling to find its place in our world and slowly came into vogue it was all about making the tape look like film-- it's completely the opposite today.

Are you a digital convert or is it still celluloid for you?

Digital. If the moment or the project calls for it, I love celluloid-- but let's face it; like most lovers we move away from, we find it really hard to go back-- HiDef is the latest 'squeeze' and it's hard enough keeping up with her fickle ways and personality-- no time to look in the rear view mirror.

You've worked on both the agency and production side of the commercial world as well as making music videos, TV and feature work. Do you have a favourite form?

My favorite part of the business is, has always been, and will always be; making people laugh or cry. Not selling or buying-- but, conveying emotion. Unfortunately, I expect everyone to buy into my own certain personal style and brand of emotion-- but it works enough of the time and I fully recognize, accept, that it's what moves me-- and drives me.

The induction is on April 29th in New York. Have you got any additional festivities planned to mark the occasion?

No. One full night of smiling at the Grand Ballroom of the Waldorf-Astoria is exciting enough for me. I actually enjoy this historic NYC hotel where, apparently, the first room service meal was served and invented-- which is such cool news for a restaurateur like me. Being honored in an extraordinary space that represents a "classic taste of old New York" is plenty filling for one night. Besides, my daughter will be with us, and I'm sure she'll have to get home and back into her avalanche of homework before the evening is considered a success.

Apart from the hearty cheers from your peers in April, what else is on the slate for 2013?

Well, to name a few, I just finished shooting a short film, based on a special article written by Pete Hamill, the famous New York journalist and author-- we're scouting locations for a lighthearted feature film about a most unlikely lothario and a small town's hurtful gossip in the ancient province of Puglia, Italy-- finishing a dozen or so short films by my School of Visual Arts Live Action Short Film grad students-- opening a new restaurant in Tribeca in an old building which was a former whorehouse-- having a documentary cut about my life and experiences in the world of pop culture-- recently finished some cool spots with the marvellous musical talent, Rafael Saadiq, for Toyota that are currently running on air-- gearing up to produce and direct a TV series in Spring-- and my wife and I are continually taking our daughter to interview at colleges all over the USA; etc, etc. Life goes on.

Posted on 28th February 2013