The end of an era: The Yahoo! billboard comes down.

By Egotist / /

It’s been a San Francisco icon for more than a decade. It’s graced our skyline through the boom and bust. And it’s one of the most recognizable pieces of advertising the city has seen in a long time. But the San Francisco Egotist has learned that in two weeks, the Yahoo! billboard will be no longer. Jon Charles, Vice President and General Sales Manager for Clear Channel Outdoor in San Francisco confirmed, “Yes, the Yahoo! board will be available starting in December 2011.”

So how did such a distinctive board come about in the first place? Who created it? And what will San Francisco lose when it’s gone? Steve Stone was the Co-Creative Director and Robert Boyce was the Media Director at Black Rocket – the agency that brought the Yahoo! yodel into existence (among other memorable advertising). They told us the history of the Yahoo! billboard.

Steve: Black Rocket was only a couple years old and was everywhere. We were turning down business left and right. But my partners and I had an agreement we would meet with everyone in person. Typically we would know within 10 minutes if we wanted to work with them. There were a lot of companies digging for gold.

Robert: We were in an interesting time for media, especially high profile outdoor. The tobacco companies were being forced to relinquish their boards, which they had held for years. Saturn had famously grabbed several of these the year or two prior when they came up. Now the dot.coms were starting to throw money at any high-profile media opportunity that popped up. Although our client, Karen, had no interest in doing an outdoor “campaign”, I had been wanting to find something special for them ¬– a board that could serve as a physical presence. At the time I had no idea what that may turn out to be creatively, but I was working with some of the best talent in that area, so I just focused on finding the board. I made all of the companies aware of my desire and waited about a year for the right board to come up. That is how rare it was at the time to get a chance at a really good board.

Steve: Robert, who was our media guy at the time, was jonesin’ to do a board on the skyway. The client didn’t want a billboard on the 101 like all the other dot.coms. So we pushed and showed her something special.

Robert: To some extent there was pressure, but it was also super exciting. There were a lot of clients that wanted to do breakthrough work and were willing to pay for high-profile opportunities. That was always the irony with Yahoo! however, they never had crazy budgets. They were incredibly responsible with their money, which was always the challenge – making them stand out for a fraction of the money. It’s something that I think we did very well. The idea of doing a single board came from us in the media group. Karen Edwards signed on with some blind trust that we would deliver creatively. The board was bought and the contest was on for these guys to deliver something big. I recall ideas that covered the entire gamut of predictable, to fascinating and impossible to produce. It was one of the more fun and exciting projects that I have been a part of.

Steve: An art director named Aaron Allen came up with the idea. He and his partner, Aaron Stern, along with a bunch of other teams came up with a ton of ideas. Someone reminded me the other day that there was an idea that shot fire into the sky. I don’t remember that one. My partner and co-creative director at the time, Bob Kerstetter, and I saw the idea Aaron had and we instantly loved it. It was a distinctive, permanent piece that had a physical element which instantly set Yahoo! apart from the other dot.coms who were putting up boards on the 101 pre-IPO.

Robert: Aaron Allen was the driving force on this. He was super talented with a certain style at the time and this concept captured that perfectly. I loved this execution from the get-go. Of course I was immediately beginning to think, “How in the Hell will we be able to do this logistically?” But I knew that we could do it in some fashion. I was worried that we wouldn’t be able to pull it off at the level that it required. The idea required it to look authentic and I was sure that some of the requirements for that to happen would be killed by Clear Channel.

Steve: Yahoo! loved it. Karen Edwards, the CMO at the time, told us it had to be dramatically different than all the other dot.coms on the skyway. So in a way she pushed us to do something great. That’s the sign (pun intended,) of a great client. We loved the challenge. Personally we were looking for a case study that could tell the story of what you can do in outdoor instead of the usual 50-showing which comes down after a few months.

Robert: There were a lot of calls with Clear Channel and Atomic Props to make sure that the board wouldn’t weigh too much for the roof that it was mounted on, etc.

Steve: We used a prop house in the Midwest. They were great. I think we had to buy bulbs from 4 different lighting stores in the city to fill the damn thing. We wanted chaser lights but Coca-Cola was the last company to get that approved. It was weird because you can see the two boards at the same time. I think ours would have been better with chaser lights to really embrace the motel feel a bit more.

Robert: I do recall after a year or two that we had to get it all rewired. We didn’t expect that it would be up for years. We were really thinking a year or two.

Steve: “You look cute today” was our favorite [saying on the bottom of the board]. It felt like the right tone at the time – not selling too hard. Eventually it became a nice place to do a little heavy-lifting for new product and services Yahoo! offered. They had a different message every week we had the business. It was the most fun writers had at the time. We would email over 10 lines every Monday and we had at least 4 instances where dudes asked Yahoo! if they could propose to their girlfriends in the message space. Yahoo! let one guy do it. Pretty cool.

Robert: It was always intended to be a landmark. I never imagined a unit that had real estate to support all of the different business units of Yahoo! but that did turn out to be a beneficial side effect.

Steve: It could be seen from the downtown police station apparently, so we laughed about people being thrown in jail for the night looking up and seeing “You look cute today.” We thought about changing it to “You look publically intoxicated today.”

Robert: The wedding proposal to the prison guard was funny, too.

Steve: I think [we’ll miss it] being a part of the fabric of the city and losing a physical presence and grass roots feel at a time when Yahoo! needs it most.

Robert: San Francisco is losing what has turned into an icon. That board pre-dates 9/11, Pac Bell Park, Facebook, etc.

Steve: We still show it meetings and people still love the story and the work. It will endure more than anything else from the era I believe.


  1. kid November 16, 2011

    Ah… I remember the
    Ah… I remember the era fondly. That was a time that is literally impossible to explain to anyone under about 35. It was such a crazy/fun/insane/exciting/wild/fast/anything-goes time for both online and advertising and this board was a big part of that. Really sad to see it go.

    Thanks Egotist for bringing back the memories!

  2. Meagan November 16, 2011

    I’ve always wondered about
    I’ve always wondered about that sign. Thanks for posting this.

  3. Brittany Erskine November 16, 2011

    The sign was a beacon of
    The sign was a beacon of Yahoo!’s hayday. Sad to see it go…….

  4. Anonymous November 17, 2011

    Cool story, cool board. The
    Cool story, cool board. The other board I really like is that coca cola one.

  5. Dave November 17, 2011

    Can some explain the reason
    Can some explain the reason this sign is being taken down?

  6. The San Francisco Egotist November 17, 2011

    Basically the way we
    Basically the way we understand it, Yahoo! doesn’t want to pay for it anymore. As you can imagine, it’s a pretty expensive board.

  7. Todd A. November 17, 2011

    I wrote hundreds of headlines
    I wrote hundreds of headlines for that board. Loved every minute of it. Sorry to see it go.

  8. Eddie D November 17, 2011

    Having been at the mighty Y!
    Having been at the mighty Y! when this went up, thanks for the great work Black Rocket and the great story egotist. Made me smile.

  9. ronniehiggins November 17, 2011

    @ Todd A. I’m so jealous you
    @ Todd A. I’m so jealous you got to write for that. I’d dream about it every time I’d pass it.

  10. Thomas Hawk November 17, 2011

    How cool would it be if
    How cool would it be if Google were able to get the space and put up a sign for Google+ to replace it?

  11. chaskell November 17, 2011

    wow, they keep Maxwell House
    wow, they keep Maxwell House Billboards up longer than this. It’s a shame to see such a part of the industry going down so soon. I wonder if it will be preserved in some hall of fame, or that it goes to the

  12. Anonymous November 17, 2011

    seems to be a rip off of the
    seems to be a rip off of the coca-cola sign. i am not sad to see it go.

  13. @ddukes November 18, 2011

    Let’s see if we can save this
    Let’s see if we can save this iconic billboard. If you worked at Yahoo! or not, it has become one of the few enduring symbols of the first wave of dotcom that hit the bay area. If we can save the AMPEX sign on 101, I’m sure there is a case to be made for this sign that’s over 10 years old.

    Like this page:

  14. Tom November 18, 2011

    Reminds me of the old Holiday
    Reminds me of the old Holiday Inn signs:

  15. mrmark November 18, 2011

    Maybe as a final message :
    Maybe as a final message : “Everyone is great once” or “We used to be special”

  16. Anonymous November 18, 2011

    Yet another awful decision
    Yet another awful decision one should expect when a leader with absolutely no tech or media experience (but fortunately an expert on plastic, appliances, and cost cutting) is picked to be CEO.

    Yahoo has become an embarrassment, can only hope it will be put out of its misery soon.

  17. Bob November 18, 2011

    Dude that managed the weekly
    Dude that managed the weekly message board for Yahoo! went on to Twitter, and the same SF ad created a whole new generation of millionaires.

  18. Anonymous November 18, 2011

    End of an era. And end of a
    End of an era. And end of a company. The Kitsch at the time was youthful, quaint and charming. The web was young and the consumer tech business was finding it’s footing. But now the sign and the company are anachronistic. Painful reminders at how far Yahoo has drifted of course and how abysmal it’s board and executives really are. The sign signals that they got lucky. And their brand folks were 10x as competent as their product execs. Pathetic really.

    And how awful a leader is Jerry Yang? They lost search and then lost social. Yang should be remembered as the anti-Steve Jobs. The founder who was allowed to stay and turned one of the largest web companies into an also ran.

    Nice work Jerry. Please leave the Bay Area now and retire to palm Springs with the other broken toys.

  19. Anonymous November 18, 2011

    At first Jerry Yang and David
    At first Jerry Yang and David Filo were the Penn & Teller of Sand Hill Road. Now they are more like Chico and Harpo Marx.

    What us Yahoo but USAToday — on the Internets! They always were a feeble conglomeration commodity content and tools (developed by people smarter and more creative). Name one thing they built internally that became a success?

    Their valuation enabled them to buy other peoples business models in an attempt to maintain eyeballs. In a sense they wereno better than a TV network. Hence they hare brained decision to hire Terry Semel. He fleeced them for $400m. Mark Cuban drained $6b in valuation out if them as well. Yahoo became Googles launch pad and other VCs piggy bank. And when it was done being milked, the pirates all jumped ship over to Google to wage their ongoing pump and dump schemes. Groupon anyone?

  20. jon November 18, 2011

    Where do you actually see
    Where do you actually see this sign? I’ve lived in SF for 3 years and for some reason have never seen it.

  21. Colin McDermott November 18, 2011

    yaa! who? carol bartz-it-up!
    yaa! who? carol bartz-it-up!

  22. Anonymous November 18, 2011

    Have to make room for Mafia
    Have to make room for Mafia Wars 2 signs somehow. Sigh…

  23. Dave B November 18, 2011

    Would love to see some wider
    Would love to see some wider shots of this sign and where it is situated. Am from the UK, so no chance of me popping over to take some.


  24. Anonymous November 18, 2011

    Dave B:
    Here’s a map

    Dave B:

    Here’s a map view.


  25. KirilReutnaev November 19, 2011


  26. Anonymous November 20, 2011

    who cares
    who cares

  27. Anonymous November 20, 2011

    “” reads as “dot dot
    “” reads as “dot dot com”

  28. hhine November 26, 2011

    Wow – yahoo canceling trhe
    Wow – yahoo canceling trhe single most effective branding ad of the dot com age? What a shame … it atleast should go to adweek if San Fran doesn’t try to keep it. Miss that time, place, people – all of it!! All my kern survivors u know who u r!!

  29. hhine November 26, 2011

    Wow – yahoo canceling trhe
    Wow – yahoo canceling trhe single most effective branding ad of the dot com age? What a shame … it atleast should go to adweek if San Fran doesn’t try to keep it. Miss that time, place, people – all of it!! All my kern survivors u know who u r!!

  30. Anonymous November 30, 2011

    They will regret it. To make
    They will regret it. To make this sign again will cost a fortune. Is it Yahoo or Yahoo’s ? The next CEO will be pissed!

    Keeping Neon alive in Arizona and love San Fran.