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Bernie's Chapter

Two Sweet Advertising Triumphs in Hawaii

told by Bernard James Guild

While working together at FCB, Bernard art directed advertisements and commercials written by Frank. Two C and H Sugar commercials were particular career highlights: a boy paying for a cookie with a marble at Lanoa’s store, and a child trading a wagon of puppies for sugar cane. They traveled to Hawaii to produce the commercials and successfully resisted their South African director’s attempts to rewrite them.

In the family's own words

Larry introduced me to Frank, who he had known in Florida. Frank moved in with me in 1983 after attending art school. Frank is from a family with twelve kids and was raised in Lancaster, South Carolina, West Virginia, and Florida. He is an avid reader (especially science fiction) devours books and is a talented writer. He is also obsessed with—or possibly possessed by—computers. Lucky for me, though! Frank is a stay-at-home kind of guy. Frank worked at FCB as a copywriter for a while. We got teamed together on several accounts. One of the highlights of my ad career was art directing some ads and commercials that Frank had written, especially two of the C and H Sugar stories: The one about Lanoa’s store, where the little boy pays for his cookie with a marble, and the one about a kid trading a whole wagon full of puppies for a stalk of sugar cane. We got to go to Hawaii to produce them. Our insane South African director tried to rewrite Frank’s commercials, which turned into a hairpull, but we prevailed and came home with two beauties. In 1994 we went to Italy, where we devoured every art museum in sight. We want to go see all the art in Paris next. We just can’t get enough art. Frank has finally found a way to make computing his life and is getting his Bachelor of Science degree and studying web design. He will be good at it. Frank and I are well matched intellectually, can make each other laugh, and get into lots of interesting arguments. Mostly, he won’t let me get away with any BS. He calls me on every single thing. Can you imagine doing that to a Guild? And, I guess that’s all I’d better say.

Referenced in

Bernie's Chapter, told by Bernard James Guild

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