Oct. 05--Robert John Taylor, an award-winning creative director at a number of advertising agencies, created memorable ad campaigns such as the McDonald's "Big Mac Attack" commercials and the National Highway Traffic Safety Administration's public service announcements featuring crash test dummies, Vince and Larry.
"Bob worked in advertising when it was filled with larger-than-life people, and he was that -- a big guy with a big heart, a big laugh and big talent," said John R. Montgomery, a TV producer and former Leo Burnett executive vice president.
Taylor, 76, died of heart failure Aug. 19 at a rehabilitation center in Chelsea, Mich., said his daughter Terri. He had been a resident of Chelsea since about 2009 and was a former resident of Wilmette and Kenilworth.
Born in Vancouver, Taylor grew up in Edmonton, Alberta, and while in his 20s worked for the Royal Canadian Mounted Police. He was hired by the Hudson's Bay Company in Vancouver as an art director, working mostly as an illustrator, drawing items in advertisements.
Around 1968, Taylor moved with his family to Buffalo, N.Y., where he worked for three or four years as an art director. He then moved to Los Angeles to work for Parker Advertising, where he worked on the Datsun automobile account.
After several years as an art director at the McDonald Little advertising agency in Atlanta, Taylor moved with his family to Chicago in 1973 to work as creative director at the DDB Needham ad agency. While at that firm, Taylor created a variety of ad campaigns for McDonald's, including the "Big Mac Attack" series.
"He was equally brilliant as an art director and a copywriter," said daughter Terri. "He could do both and he quite often did, although he never got credit for his writing."
Taylor was a creative director for the N.W. Ayer and J. Walter Thompson agencies in Chicago before joining Leo Burnett in 1982 as a creative director. There, Taylor wrote all of the commercials featuring Vince and Larry, the two talking crash test dummies, his daughter said.
"He was a very funny, talented guy," said John Condon, a former Leo Burnett chief creative officer, who worked closely with Taylor.
Montgomery recalled that Taylor's value at Leo Burnett transcended his role as an art director.
"His talent was undeniable, his ability to tell stories and present (them) was unparalleled and his likability was off the charts," Montgomery said.
Taylor also worked on campaigns for Samsonite luggage and Dewar's Scotch whisky.
"He just loved his work. He was just passionate about it," his daughter said. "He was just such a natural at generating ideas off the top of his brain."
Taylor left Leo Burnett in 1986 for a two-month stint as a creative director at large at Needham Harper before returning to Leo Burnett as a creative director. He later joined the Hal Riney Partners ad agency before leaving in 1990 to return to Needham as a creative director and executive art director. Several months later, he joined the Sweet Reason creative services agency. He returned to Leo Burnett in late 1996 on a freelance basis, working on the agency's McDonald's account.
Taylor won many awards for his creative work, including 15 Clio awards, 13 awards from the New York Art Directors Show and a Cannes Film Festival Award. He also was asked to judge close to a dozen advertising award shows.
"He was a brilliant art director," said retired Leo Burnett Chairman and CEO Rick Fizdale. "I remember how unique his ideas were. And they came quickly to him, and were on the money. They were about what they were supposed to be about."
During retirement, Taylor worked for several years as a freelance art director. He and his wife of 56 years, Charlene, moved to Kohler, Wis., in 2000 and then moved to Chelsea, Mich., around 2009.
In addition to his wife and daughter, Taylor also is survived by another daughter, Tracy Moore; a son, Bradley; four granddaughters; a brother, Bill; and a sister, Lila Ruckman.
A private family celebration of Taylor's life will be held next spring.
Goldsborough is a freelance reporter.
