By now, we’ve all seen the commercial for Eliot Spitzer’s campaign that starts out “…For all New Yorkers …”
Well, the genius behind that ad spot — dubbed “Voice” — is Jimmy Siegel, creative director for Spitzer’s gubernatorial run.
In charge of all television, radio and print, Siegel, with more than 20 years experience in the field of advertising, told Queens Business Today, “Commercials shouldn’t just talk to the head, but to the heart and gut as well. They should have a visceral effect.”
According to Siegel, who “wanted to replace the adrenaline of advertising with a different kind of adrenaline,” and who is a self-professed “political junkie,” when he was looking for a candidate to work with, Spitzer was the perfect fit.
“I looked for a candidate that I believed in and who shared my beliefs,” said Siegel. “Democrats need heroes. We need to put them in offices where they can do good. Spitzer was the most proactive attorney general we’ve had.”
And it’s part of Siegel’s job to make sure that Spitzer’s proactive approach to politics extends to the office of governor.
So far, Siegel is succeeding.
The latest polls show Spitzer ahead of his opponent Tom Suozzi 69 percent to 14.
“Spitzer brings passion to the job,” said Siegel. “This is the theme of the campaign. The ads reflect what he stands for.”
And those ads have been widely acclaimed.
In fact, “Voice” is being cited by The New York Times for its emotional power and arresting imagery.
According to Siegel, his upcoming commercials will feature Spitzer and give viewers more background on the former attorney general.
And, should Spitzer win, Siegel is looking forward to eight years down the road and national politics.
Before joining Spitzer’s campaign in January, Siegel served as vice chairman, senior executive creative director and member of the Board of Directors of BBDO New York, where he was counted among the agency’s top creative talents.
He joined the company as a junior copywriter. By 2002, he had been named a vice chairman.
In the last ten years Siegel worked primarily on Visa, Charles Schwab, AOL, Office Depot and Pepsi Twist, where his contributions played a significant role in enhancing the agency’s creative reputation.
For example, on Visa alone, Siegel counts almost 40 spots to his credit. Among them, the “Bob Dole” commercial, which was honored with a gold Lion at Cannes, two Clios, a New York Festival gold award and a trophy from the London International Awards. Also among his award-winning Visa achievements are “Burro,” which garnered a gold Clio and a silver Lion at Cannes in 1993, and “Elephant,” which won a bronze Lion.
Siegel has won numerous other awards from the London International Advertising Festival, National ADDY’s, Andy’s and other prestigious industry competitions.
In addition, he was recognized by The Advertising Club for a poignant, Emmy-nominated commercial he created for Visa following the September 11 attacks. As described by Adweek critic Barbara Lippert, “the spot did not respond to the sadness and powerlessness we felt, but rather, offered us an organic life force rising up before our eyes.”
The commercial, a salute to New York City’s live theatre and the resolve of the people of New York, showed several black and white scenes capturing the romance and glamour of Broadway from both sides of the curtain, set against Judy Collins’ unexpectedly haunting version of “Give My Regards To Broadway.”
In his spare time, Siegel, who loves to write, has penned four novels, the first of which, Epitaph, was published in June 2001 and was nominated for ‘Best First Novel’ by the Private Eye Writers of America. His next book, Derailed, was published in February 2003, made the NY Times bestseller list and was recently turned into a movie with Jennifer Aniston and Clive Owen. His next book Detour is currently under production at Paramount and his fourth novel, Deceit is due out in September.
