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New Film Profiles Roanoke's 'Mad Men' (and Women)

Todd Marcum

Through most of Roanoke’s 130-plus year history, businesses have been using advertising to get your attention.  A new documentary profiles a talented pool of executives, their legacy of work, and even the jingles you may remember.

Todd Marcum is not a filmmaker, but decided he had a story to tell about a business he's worked in for decades.  He spent a few years interviewing nearly 40 of the area’s advertising greats who worked from the 1940’s through the 80’s. 

“There’s not a spoken word in the whole documentary that is not spoken by someone who lived it, and did it,” he said. “You got to trust the story, and the story’s good.”

Marcum says his movie, “Shine: The Legacy of Roanoke’s Advertising Men and Women” provides context behind commercial jingles like the Valley Dale Pigs, a staple in grocery stores, the role the railroad played in the valley, and icons like the Mill Mountain Star. 

Interviewee Bob Kinsey says it started as a Christmas decoration when his family built the star in 1949.

“We had no idea the public would fall in love with it,” he said. “That, I think, was a total surprise to everybody.”

Marcum says the film marks a different time - when area fast food chain Lendy’s could sell Kentucky Fried Chicken, and Roanoke had as many as 12 banks, each with a different ad agency to represent them. 

He hopes "Shine" inspires others to make their own movies.

“There’s a manufacturing heritage in Roanoke, there’s a construction heritage in Roanoke,” he said. “And that’s not my cross to bear.  But I hope it’s something we can encourage other people to say, ‘wow, what we’ve done is important, and help build our community, and that’s why it needs to be preserved.”

Marcum says Roanoke's unique advertising history gives the film a wide appeal, and it isn't just for natives of the area.  "Shine" will be available online later, but the film's premiere is Wednesday night at 7 p.m. at the Grandin Theatre in Roanoke.

Visit this website for more information. 

Jeff Bossert is Radio IQ's Morning Edition host.