Crosby Marketing in DC & Annapolis, MD

Annapolis, Md. (July 19, 2010) – Joel Machak, executive creative director for Crosby Marketing Communications, just experienced a taste of advertising immortality.  His work on the famous “Crash Test Dummies” public service campaign was accepted Wednesday into the Smithsonian’s National Museum of American History collection.

Produced for the U.S. Department of Transportation, “Crash Test Dummies” ran on television and in print from 1985 – 1998. The campaign was co-created by Joel Machak and Jim Ferguson, both formerly at the advertising firm Leo Burnett.  This year marks the 25^th anniversary of the creation of the campaign, which was done in partnership with the Advertising Council.

“‘The Crash Test Dummies’ campaign is credited with creating a sea-change in attitudes toward automotive safety and seat belts,” said Joel Machak.  “I am proud that my work has had an impact on American culture and mindset about buckling up.  It’s gratifying knowing that we helped save thousands of lives, and I’m extremely honored that the Smithsonian made this campaign part of its permanent collection.”

Among the donated items were the original “Vince & Larry” crash-test dummy costumes that appeared in the campaign, numerous props, original drawings, set sketches and photographs, plus many of the industry awards the campaign earned, including the Clio and Canne Lion.  Machak also provided the museum an oral history on the making of the PSA campaign.  In addition, the collection received a 1961 Volvo three-point seat belt and an energy-absorbing steering column from a 1967 Chevrolet.  All of the items will become part of the museum’s permanent collection of American transportation.

Machak joined Crosby in 2005 after 20+ years with several of America’s leading advertising agencies, where he created campaigns for clients including McDonald’s, Kellogg’s, Hallmark Cards and Whirlpool.  At Crosby, Machak leads the firm’s creative team in developing campaigns with a focus on actions that matter for clients such as Kaiser Permanente, DuPont, USDA, Social Security Administration and the United States Conference of Catholic Bishops.

Crosby provides integrated advertising, public relations, interactive and social media services to government agencies, healthcare organizations and advocacy groups.  The firm has billings of $58 million and offices in Annapolis, Md., and Washington, D.C.