Pillsbury Doughboy

In 1965Leo Burnett’s Chicago ad agency, known for creating many endearing trademark critters to build brands, was assigned the Pillsbury refrigerated-dough account. In search of a character, creative director Rudy Perz whacked a tube of dough on the table and imagined what might pop out. A seven-and-one-half-inch-tall Doughboy, weighing the equivalent of two and one-half cups of flour, did. The little fellow was a natural, an outgrowth of the product itself, who would go on to become the perfect spokesboy.