The Just For Men campaign starring Walt “Clyde” Frazier and Keith Hernandez is the most successful advertising campaign in Combe’s 63-year history.
The company was working with Clyde and Keith in PR, not in advertising. But my boss at the time, John Lerch, said “Try doing something with both guys in the same spot. Maybe there’s something there.”
There was. The “Play-By-Play” commercial that launched in 2002 crossed into pop culture: a Google search for “no play for Mister Gray” yields more than 15 million results.
The campaign ran for 10 years and was enormous fun to work on. Maybe the best part of the experience was meeting some of my favorite sports heroes and discovering that they are even cooler in real life. Sometimes heroes really are everything you hope they will be.