The Creative Genius of Bob Hammack

Justin Seymour
Nov 7 · 4 min read

30 Years Later, We Still Love the Iconic “Old El Reno” Tall Paul Meade Commercial

By 1989 — Bob Hammack had already earned a solid professional reputation for creative genius. Both as a writer and producer; his successful advertising campaigns were frequently recognized — garnering numerous industry awards. A hallmark of his signature style, a deft use of humor.

His true genius however, was the ability to connect the dots and solve problems, creating win-win scenarios for multiple stakeholders. A prime, all but forgotten example, is the Paul Meade Insurance “Old El Reno” television commercial.

In 1989, the Oklahoma City economy was mired in the aftermath of the oil bust. Business was slow statewide. A friend and local TV station sales rep had a nagging problem; tons of unsold airtime. Bob would later confess, he also needed client work. He started brainstorming.

In 1980’s Oklahoma, there was a local insurance agency that punched above its weight class in advertising. While not known for its creativity, its notoriety stemmed from its heavy rotation of television ads, especially during the cheapest overnight time slots. And repeatedly using — “Tall Paul Meade”, a clay animation singing cowboy, as a spokesman, it built a leading position in market brand awareness.

Tall Paul’s problem — the creative edge had long since eroded. Nothing turns-off viewers like a commercial they’ve seen a million times. Yet the insurance agency didn’t want to spend money to update their messaging. They also loved their old school jingle that included the phone number.

“Rule Number One in Advertising: …there are no rules”

In those days (:30) and (:60) commercials were industry standard — nobody did a 2 minute commercial. Who would watch it? Bob convinced the TV station management to create the 2 minute unit. He cajoled them, pointing out it was unsold air-time anyway, and he could solve more than half the station’s inventory problem.

Rule Number Two in Advertising: … “jingles don’t sell”

Next, he persuaded the insurance agency to “invest” in updating Tall Paul Meade. Bundling the creative production with an unheard of commercial inventory package. The client insisted on one thing. The spot must include the jingle and phone number.

Rule Number Three in Advertising; if you steal from one source you are committing plagiarism; steal from three or more sources, that’s research!

The commercial, “Old El Reno,” parodies the 1959 Marty Robbins signature hit song “El Paso”. The opening lyrics “Out in the old western town of El Reno, I fell in love with a truck driving girl”.

Depicting an everyman would-be gunslinger and a group of “rugged” cowboys — waxing poetically on suspended tags and cancelled insurance. The commercial’s visuals show the group brawling in a saloon, “Roscoes Cantina” in characteristic western shoot-out style. A sheriff posse’s chase follows. The black and white cinematography hearkens back to classic Hollywood westerns.

The concept of the ad is built around a lone, last-chance hero, “that was Tall Paul”, who saves the everyman, a stand-in for anyone who needs help getting insurance coverage. The everyman is now able to win his love interest, “Rotund Rubella”. Our hero,Tall Paul, solves seemingly unsolvable problems. Keeping the client happy, the closing lyrics included their phone number.

See Rule One; the client wants the phone number jingle. Creatives always break their own rules.

Worth noting is that this production was done on an absurdly thin, shoe-string budget. This was Bob Hammack at his most resourceful — shooting on location at Frontier City amusement park after finagling unofficial permission through a pal. Ponies destined for a little girls birthday party, rounded up and used for authenticity. An old classmate knew someone who lent an antique farm truck, which later had to be towed.

Frequently, Bob rallied friends, neighbors, interns, college students as actors and extras. “Hey, wanna be in a TV commercial? Come on, it’ll be fun!” Bob satisfactorily called them the ‘Not ready to be paid Actors Guild’. Incidentally, he took a cameo role as Rotund Rubella.

“Old El Reno” was a highly successful spot at the time. The client saw a welcome bounce in business. The TV Station moved unsold inventory. Late night viewers enjoyed the amusing brand refresh. And the commercial garnered an Oklahoma City Advertising Club Addy Award, beating out a much larger cross town rival firm, Ackerman.

And that was just one of 10,000+ commercials over a 40+ year career. Still full of joie de vivre and numerous creative project ideas — Bob Hammack passed away suddenly, November 1, 2019. His status as a true Western Legend, now secure.

Dear Reader — I beg that you’ll pardon me if any details in this reminiscence aren’t ALL square with the facts. Ever the story teller, Bob delighted in embellishment. He was the Original Dude. Women wanted him, men wanted to be him.

I was an impressionable, 19 year old college freshman when I first met Bob through his wife Lauren. I was seriously contemplating a pre-law major. “Why do that? Sounds way too much like work!” Reeling me in … Bob would say. “Have you ever thought about a career in advertising?” During my college years both Bob and Lauren were my mentors, professors, bosses, and even landlords (can you believe I rented the garage apartment behind the agency).

Later in my career — in a direct nod to my time with Bob and Lauren, I would start my own internship program at Turner Broadcasting System. I am forever grateful for their generosity and friendship.

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