Mean Joe Gets Clio... Finally!

Pittsburgh Steelers "Mean" Joe Greene won advertising's prestigious Clio Award for his famous toss-the-jersey-at-the-kid commercial, but he'd never received the trophy, until recently. Who had that damn trophy for three decades! - L

Press release from Business Wire:

Coca-Cola Presents Steelers Legend “Mean” Joe Greene with Overdue Accolade for Iconic Commercial

Greene Reunites with Co-Star from Classic 1979 Ad

PITTSBURGH--(BUSINESS WIRE)--“Mean” Joe Greene, star defensive tackle for the Pittsburgh Steelers during the team’s first four Super Bowl championships, was honored before the Steelers-Bengals game on Nov. 15 for some of his most celebrated work OFF the field.

This year marks the 30th anniversary of the iconic “Mean Joe” TV ad for Coca-Cola, which featured the feared lineman limping down a tunnel to the locker room, followed closely by then-nine-year-old Tommy Okon, who offered a battered Greene his ice-cold bottle of Coca-Cola. As a gesture of thanks, Greene tossed his coveted jersey to the boy, who stood in amazement after encountering his hero.

For his role in the commercial, Greene earned the prestigious Clio award in 1980, recognizing creative excellence in advertising. However, he wasn’t available to accept the award at the time and never received the hardware during the ensuing 30 years. Coca-Cola recently secured the trophy and joined Steelers President Art Rooney II in presenting it to Greene in a special pre-game ceremony at Heinz Field. As part of the event, Greene and Okon, the former child actor who co-starred in the commercial, reunited for the first time in years.

“It was a special moment when we were able to finally present this Clio award to Joe,” said Bea Perez, senior vice president of integrated marketing, Coca-Cola North America. “His work in our 1979 commercial tugged at people’s heartstrings and created tremendous affection for both Joe and Coca-Cola. His accolades are well-deserved and long-overdue, and we’re proud to help get the award in the hands of its rightful owner.”

“The Coca-Cola commercial was a defining point in my life,” said Greene.

“Before, football fans knew who I was and talked about my performance on the field. Afterward, all of America seemed to know who I was and people still talk to me about it nearly every day. It was a great experience, and finally receiving the Clio is the icing on the cake.”

Since its original airing, the ad has been universally lauded. TV Guide named it one of the best commercials of all time, and it was listed among the most innovative, creative and effective commercials by the American Association of Advertising Agencies. Tens of thousands of people sent letters to The Coca-Cola Company in response to the ad, leading Coca-Cola to launch a promotion called “Win the Shirt Off My Back” which gave replica jerseys to fans by the thousands. Hollywood producers also capitalized on its popularity and developed a made-for-TV-movie called “The Steeler and the Pittsburgh Kid.” In it, Greene and his fictional football team adopt a nine-year-old boy who dreams of one day becoming quarterback for the Pittsburgh Steelers.

In fact, the ad struck such a chord with fans in the United States, Coca-Cola repeated the concept with sports standouts in nations around the world, including Italy, Thailand, Argentina and Brazil. In January 2009, Coke Zero took a new twist on the beloved spot, creating an ad featuring current Steelers great Troy Polamalu which debuted during the Super Bowl.

“Mean” Joe Greene
Greene, who made up one quarter of the vaunted Steel Curtain in the 1970s, has six championship rings with the Pittsburgh Steelers – four as a player and two as a special assistant for player personnel. Following his Hall of Fame playing career, Greene spent 16 years as an assistant coach for the Steelers, Dolphins and Cardinals.

About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at http://www.thecoca-colacompany.com/. [END]