Business & Entrepreneurship

Community & Government

Games & Digital Media

Build Your Own Brand or Startup

Create Compelling Digital Content

Grow With Branding & Marketing Tactics

Use Philanthropy to Enact Change

Teach Advertising and Creativity

Jeff Goodby & Rich Silverstein

Meet Jeff Goodby and Rich Silverstein, founders of the legendary advertising agency Goodby Silverstein & Partners. Jeff and Rich introduce themselves and set the stage for their class. 

1. Meet Your Instructors: Jeff Goodby & Rich Silverstein

Meet Your Instructors: Jeff Goodby & Rich Silverstein

Jeff and Rich dive deeper into their personal stories and the influences that shaped them. They break down their first project together: an award-winning (and hilarious) campaign for the Oakland A’s.


2. Who We Are & How We Got Here

Who We Are & How We Got Here

Early in their partnership, Jeff and Rich stretched tiny budgets to make work that captured international attention. They walk us through their ads for the Mill Valley Film Festival, the San Francisco Examiner, and Chevys Fresh Mex.


3. Make Something Out of Nothing

Make Something Out of Nothing

Jeff and Rich tell the history of the “got milk?” campaign, from the inception of the idea to a detailed behind-the-scenes look at how they shot their iconic ad “got milk?: Aaron Burr.”


4. got milk?

got milk?

Learn how to listen to the world around you to come up with ideas. Jeff and Rich explore the origins of the NBA “I love this game” campaign, the Sega scream, and the Nike skateboarding campaign. 

5. How to Make Advertising That Lives in Culture: Three Ways to Engage

How to Make Advertising That Lives in Culture: Three Ways to Engage

With Saturn and Budweiser as examples, Jeff and Rich talk through their strategies for engaging clients, including how to listen and when to challenge them. GS&P’s head of strategy, Bonnie Wan, breaks down their recent E.T. spot for Comcast.

6. Working With Brands

Working With Brands

Advertising is like vandalism, says Jeff. He shares his rules for creative vandalism, including: don’t copy, steal; run toward fire; and seek out fame. 

7. Goodby’s Rules for Creative Vandalism

Goodby’s Rules for Creative Vandalism

Learn two techniques for plotting out an ad before it’s shot.


8. How to Tell a Story in 30 Seconds

How to Tell a Story in 30 Seconds

Jeff and Rich discuss their approach to the three disciplines most critical to success in the ad world: writing, design, and creative direction.

9. On Craft: Writing, Design, and Giving Direction

On Craft: Writing, Design, and Giving Direction

Humor sells. Jeff and Rich explain why and talk about how they’ve incorporated humor into their work, including Logitech’s “Kevin Bacon” commercial and the Budweiser “Weird Without Beer” campaign.

10. Is It Funny Enough?

Is It Funny Enough?

How do you sell your ideas and present yourself to the client? Jeff and Rich reveal their tactics.

11. It’s Great, but They’ll Never Buy It: Selling a Crazy Idea

It’s Great, but They’ll Never Buy It: Selling a Crazy Idea

Get behind-the-scenes breakdowns of the Polaroid “See What Develops” and the Budweiser lizards campaigns.

12. Anatomy of a Campaign

Anatomy of a Campaign

The Super Bowl is still the holy grail of advertising. Jeff and Rich tell you why and share how their groundbreaking ads for E*TRADE got made. GS&P CCO Margaret Johnson walks you through two ads in production for Super Bowl 2020.

13. The Super Bowl

The Super Bowl

Advertising is more than billboards and TV ads. With the Tostitos DUI Breathalyzer bag, the gay pride Doritos rainbow bag, and the Cheetos Museum, learn how advertising can break down boundaries.

14. Advertising Is Everything... and Everything Is Advertising

Advertising Is Everything... and Everything Is Advertising

Jeff and Rich talk about how they’ve worked with corporations to amplify messages for the greater good.

15. Bringing Humanity to the Corporate World

Bringing Humanity to the Corporate World

Jeff and Rich share case studies where their agency has embraced digital innovation to create more human advertising.

16. Giving Back

Giving Back

Find out the great lengths Jeff and Rich have gone to win new clients, including an inspiring story where Jeff took a big chance on getting BMW’s attention.

17. New Business: The Machine at Maximum Speed

New Business: The Machine at Maximum Speed

To close, Jeff and Rich explain the importance of cultivating a company culture that embraces freedom and encourages forgiveness so your team can do their best work.

18. How to Start an Agency, Specifically This One

How to Start an Agency, Specifically This One

Jeff Goodby & Rich Silverstein Teach Advertising and Creativity

variant_1

Enjoy 7 days free

The promo may be over, but your opportunity isn't. Dive into the full experience, worry-free, with our 7-day money-back guarantee.

The offer has ended

Amount charged now

Your 7-day free trial starts today

Pre-enroll now to save 15% on the Breakthrough Innovation Strategy course.

Save 15% on this course when you pre-enroll by October 22, 2025.

Turn bold ideas to business impact—pre-enroll by October 22, 2025 and save 15%.

Pre-enroll now to save 15% on our Leadership and Decision-Making Under Pressure course.

Save 15% on this course when you pre-enroll by October 1, 2025.

Lead and make decisions under pressure—pre-enroll by October 1, 2025 and save 15%.

Celebrating 10 years of MasterClass by giving one member the chance to jump-start their writing career.

We're celebrating 10 years of MasterClass by giving one member a chance at a life-changing experience.

Watch her class, and you and a guest will have a chance to win an all-expenses-paid trip to Esther's relationship retreat in Paros, Greece.

Watch her class, and you will have a chance at a 1:1 consultation and an all-expenses-paid VIP trip to Waco, Texas

We're celebrating 10 years of MasterClass by giving one member a chance at a life-changing experience. Win a 1:1 with the VC founder and tennis legend, plus a trip to NYC, a $15K seed fund, and more.

Accelerate Your Career with Certificates

From TIME ©2022 TIME USA LLC. All rights reserved. Used under license.

Times

Wirecutter

Reviewed - USA Today

Selling a Crazy Idea

Teaches Self-Made Entrepreneurship

Sara Blakely

Sara Blakely Teaches Self-Made Entrepreneurship

Teaches Creativity and Leadership

Anna Wintour

Anna Wintour Teaches Creativity and Leadership

Teaches Spray-Painting & Abstract Art

Futura

Futura Teaches Spray-Painting & Abstract Art

Teaches Designing Your Career

Elaine Welteroth

Elaine Welteroth Teaches Designing Your Career

Achieve More With GenAI

Ethan Mollick

Allie K. Miller

Don Allen III

Manuel Sainsily

With Leading CEOs

Mike Cessario

Laura Modi

Business Rebels

Teaches Creativity in Choreography

Parris Goebel

Parris Goebel Teaches Creativity in Choreography

Teaches The Art Of Performance

Usher

Usher Teaches The Art of Performance

Devon Rodriguez

Draw and Paint Realistic Portraits

Win Big in Business

Mark Cuban

Teaches Interior Design

Corey Damen Jenkins

Corey Damen Jenkins Teaches Interior Design

Teaches Buying and Selling Real Estate

Robert Reffkin

Robert Reffkin Teaches Buying and Selling Real Estate

On the Power of Personal Branding

Kris Jenner

Kris Jenner On The Power of Personal Branding

Marques Brownlee

Make Compelling Videos That Go Viral

Think Like a Boss, Live Like a Legend

Martha Stewart

NINJA

Become a Streamer

Teaches Building Your Startup

Alexis Ohanian

Alexis Ohanian Teaches Building Your Startup

Rewriting the Rules of Business and Life

Whitney Wolfe Herd

Independent Thinking and Media’s Invisible Powers

Noam Chomsky

Noam Chomsky Teaches Independent Thinking and Media’s Invisible Powers

Gloria Steinem and Noted Co-Instructors

Gloria Steinem

adrienne maree brown

Amanda Nguyen

Tina Tchen

Redefining Feminism with Gloria Steinem and Noted Co-Instructors

Teaches Building a Fashion Brand

Diane von Furstenberg

Diane von Furstenberg Teaches Building a Fashion Brand

Teaches Leading With Purpose

Indra Nooyi

Indra Nooyi Teaches Leading with Purpose

Teaches Disruptive Entrepreneurship 

Richard Branson

Richard Branson Teaches Disruptive Entrepreneurship 

Teaches Impactful Giving

Melinda French Gates

Melinda French Gates Teaches Impactful Giving

Lessons from Influential Black Voices

Angela Davis

Cornel West

Kimberlé Williams Crenshaw

Nikole Hannah-Jones

Sherrilyn Ifill

Jelani Cobb

John McWhorter

Black History, Black Freedom, and Black Love

With Noted Experts

Chris Dixon

Changpeng “CZ”  Zhao

Emilie Choi

Paul Krugman

Crypto and the Blockchain

Business Leadership

Howard Schultz

Howard Schultz Business Leadership

Teaches Conservation

Dr. Jane Goodall

Dr. Jane Goodall Teaches Conservation

Teaches Creating Change

Malala Yousafzai

Malala Teaches Creating Change

Teaches Business Strategy and Leadership

Bob Iger

Bob Iger Teaches Business Strategy and Leadership

Menu

Learn the Basics of Advertising

Learn the Basics of Advertising