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Keith Reinhard, Matt Reinhard

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When the Dallas Ad League asked Matt and Geoff Reinhard to participate in last year's roast of their father, Keith Reinhard, chairman of DDB Worldwide, Matt admits he was a little nervous. "How do you roast your dad and make sure your family still gets recognized at Christmas?" he says.

Matt, executive creative director at Foote Cone & Belding in San Francisco, settled for a slight basting, while his brother Geoff, executive producer at @radical.media in New York, avoided the subject entirely, producing a video documentary about a New England firefighter who shares his father's name.

In advertising circles, the name Keith Reinhard is associated with the most famous McDonald's tagline, "You deserve a break today," written while he was at Needham, Harper & Steers in Chicago in 1971. For an encore, he helped create the world's largest advertising holding company, Omnicom, in 1986.

Like other fathers of second-generation creatives, Keith often included his sons in his advertising adventures, taking them to Hollywood for commercial shoots and introducing them to celebrities such as Muppets creator Jim Henson and comedian George Carlin, who did voiceovers for State Farm Insurance in the '70s.

They were often sworn to secrecy when Keith listened to tapes of commercials in the works. "It was pretty cool to be able to hear the Hubba Bubba bubble gum commercial before your friends in school," Matt says.

At the Needham, Harper & Steers offices, Matt saw young, hip people in blue jeans doing creative work that looked appealing to him. Interestingly, all of the second-generation creatives interviewed for this article mentioned the attractiveness of the felt-tip markers. "You could get quite a head buzz off those markers," Matt recalls.

One of Keith's seven kids, Matt turned his fascination with felt-tip markers into a career in art. While the elder Reinhard actually discouraged his kids from getting into advertising, he introduced Matt to artists at his agency. At FCB, Matt has built his own reputation with campaigns for Amazon.com that feature founder Jeff Bezos, TV spots for Fox Sports Network and Taco Bell's "Think Outside the Bun" campaign.

"I feel that I've carved out a name for myself with the work that I've done," Matt says. "But my father has helped me in many nondirect ways."