Online class platform, Masterclass, is unveiling the secrets of making great ads. Jeff Goodby and Rich Silverstein, founders, co-chairmen and partners of Goodby Silverstein & Partners, are teaching a class on advertising and creativity.
The pair have created a vast collection of ads over nearly forty years, including some of the world’s most famous, like the E*Trade chimpanzee, and ‘got milk?’.
In their class, Goodby and Silverstein will provide a behind-the-scenes look at their creative process, break down some of their best work and explain how to look at the world through a creative lens.
“Jeff and Rich have played in more Super Bowls than most teams,” stated David Rogier, co-founder and chief executive officer of MasterClass. “Their MasterClass offers an exclusive behind the scenes look at the culture and process of one of the most successful and innovative advertising firms in the world.”
Goodby and Silverstein’s MasterClass will explain how art and commerce work together to create advertising. The creative partners will fill it with case studies, such as the NBA’s I love this game campaign and the Tostitos “breathalyser” bag, taking students behind the scenes of the process and stories of some of their most iconic ad campaigns to help bring their teachings on creativity, visual storytelling, and breaking the rules to life.
They promise that every student will walk away from their class feeling more confident in how to present themselves and their ideas, be inspired to not settle for ideas that are simply “good enough” and be willing to push themselves in all their creative and business endeavours. For students directly interested in marketing and advertising careers, the duo will offer practical tips on developing their craft, creating relevant advertising, developing the skills to thrive in the modern advertising industry and the importance of company culture at a creative agency.
Jeff Goodby and Rich Silverstein both started their careers in journalism but met at Ogilvy & Mather. They launched Goodby Silverstein & Partners with Andy Berlin in 1983 and won their first Cannes Lion for the Mill Valley Film Festival. Lions then came to them across every award and brand category, and a vast array of ad styles – ‘got milk?’, the Budweiser lizards, Invent for Hewlett-Packard, the E*Trade chimpanzee, Polaroid’s see what develops, NBA’s I love this game and Nike’s Skateboarding.
Since 2000, their agency has excelled at creating work that transcends media, such as Lessons in Herstory, an AR project that re-writes history to include women; the Dali Museum’s Dali Lives program, a deep fake experience that brings Salvador Dali back to life); I am a Witness, the first emoji for a social cause, created in collaboration with Adobe, Apple, Facebook, Google, YouTube, Johnson & Johnson and Twitter; the Dreams of Dali VR experience; Chevrolet’s Sonic launch with OKGO and the Cheetos Museum.
Goodby Silverstein & Partners created ads for Pepsi, SodaStream, Doritos and Cheetos in this year’s Super Bowl.
“Whether you’re a creative or a quant, at a Fortune 500 company or tiny firm, we have something for you,” stated Goodby. “Our MasterClass is a culmination of everything we’ve learned during our 37 years in advertising, a field at the crossroads of storytelling, design, technology, and business. What you’ll take away will help with your next presentation, pitch, job interview or when you need to dazzle with a great idea.”
The MasterClass collection is now made up of 75+ classes taught by world-renowned instructors on culinary arts, photography, writing, performance, and more. Each MasterClass video lesson is sized to fit into any part of the day and cinematic visuals with close-up, hands-on demonstrations that make students feel one-on-one with the instructor.