Harry Cocciolo, Advertising Jury

“Hello Harry”

Harry is one of those guys who I know on a first name basis. We went to the same school. Worked at the same agency. Even know the same people.

The truth is, I never met Mr. Harry Cocciolo. But like a lot of superstars (that we know we will never meet), we still think we know them somehow.

However, I do know his work. And, I’m sure you do too. Got Milk? Budweiser? CNET? adidas? Major League Baseball? Sound familiar?

If you’ve been within a stone’s throw of an award book in the last 15 years, you’re probably more familiar with Harry’s work than you think.

His ‘Got Milk?’ campaign was the stuff I saw on California billboards all over the 405 freeway looking down at me on my way to work saying “HEY ROB, YOU SUCK”.

And that was his early work at Goodby. He was still a rookie! He went on to antagonize and taunt me with cool shit for years to come.

Well, it’s over a decade later and thanks to Guan, (He too was my senior at the Pasadena Art Center.) Harry is coming to Singapore to judge our show.

I can’t wait to finally meet him.

“Hello Mr. Cocciolo”.

“Hi Mr. Cocciolo, I’m Rob.”

“Apa Khabar Harry!”

“Hi Harry, I’m Rob Gax…I come in peace.”

“Hello Mr. Harry.”













Harry Cocciolo is the son of a career Air Force officer. He went to elementary school in Puerto Rico, Junior High School in Illinois and High School in Tokyo, Japan. He is a graduate of the Art Center College of Design where he studied film, advertising and graphic design.

In 1992 he came to San Francisco to work at Goodby, Silverstein & Partners serving as writer and later ACD on award-winning campaigns for got milk?, Budweiser, UNUM, Polaroid, SEGA of America, and Major League Baseball. His milk spot, “Heaven” was named Spot of the Year, and the campaign was named Ad Age magazine’s Campaign of the Decade.

He left GSP in 1997 to become CD and partner at the SF office of London-based Leagas Delaney, Harry’s brand work for adidas, the New York Yankees, Solomon, and CNET won countless awards, and adidas was named Client of the Year by the Clio Awards jury. That same year, the San Francisco office of Leagas Delaney was named one of the world’s ten creative shops by Creativity magazine.

Returning to GSP in 2002, Harry helped win the AT&T Wireless business, wrote the launch spot for the new campaign and served as CD. date, his creative work has been honored by the most coveted creative awards, including Cannes, the Clios, British D&AD, Graphis, AIGA, Communication Arts, International Andys, Kelly Awards and the One Show.

In 2005, Harry signed as a director with the production company Tool of North America. (toolofna.com) Since then he has directed campaigns for MasterCard, Acura, Reebok, Sprint, Southwest Airlines, The NFL, The NBA, Dunkin Donuts, and the California Lottery, among others.

Harry lives in Los Angeles with his wife Patti and their two sons.