Vincent T. Cullers facts for kids

Vincent T. Cullers (born in 1924, died in 2003) was an American designer and advertising expert. He also worked to help people get equal rights. He started his own company, Vince Cullers Advertising, in 1956. He was a leader in creating advertisements especially for Black Americans.

Early Life and Big Dreams

Vince was born in Chicago in 1924. He grew up in a neighborhood called Bronzeville. His parents were Samuel and Letitia Terry Cullers. He had a brother named Roosevelt and a sister named Althea. Vince went to DuSable High School. He was a football player there. After high school, he studied art at the Art Institute of Chicago.

Serving His Country

During World War II, Vince joined the United States Marine Corps. He became a special artist who drew combat scenes. He served in the South Pacific. While drawing, a friend showed him a picture of his cousin, Marian Barnett. Vince fell in love with her. When he returned to Chicago, he met Marian. They started dating and got married. They had two sons, Vincent (Terry) Jr. and Jeffery.

Facing Challenges

Vince had a great collection of his artwork. He looked for work as an illustrator at advertising companies. But, because of segregation and racism, he could not get the jobs he wanted. His son, Jeffery, said that Black Americans could not even get past the front lobby in advertising companies back then. Vince worked as a freelance artist for a while. In 1953, he got a job as an art director for Ebony magazine. This job helped him save money to start his own business.

A Time of Change

This was during the Civil Rights Movement. In 1954, the Supreme Court said that separating students by race in schools was wrong. A year later, Rosa Parks refused to give up her bus seat. This led to a bus boycott in Montgomery, Alabama. These events inspired Vince to make a difference.

Vince Cullers Advertising Agency

In 1956, Vince Cullers started his own company, Vince Cullers Advertising. Vince handled the creative artwork. His wife, Marian, managed the business side. She later became the company's vice president. Their goal was to create advertising for Black Americans. They wanted to change how companies advertised to this group.

A Place to Learn and Grow

For many years, Vince's agency was a creative center. It was also a school for young advertising students. Vince taught and hired many of them. This was important because there were not many trained Black professionals in advertising. His agency changed how ads were made for Black people. Instead of using ideas from White advertisers, Vince created new strategies. These strategies were made specifically for the Black community.

Breaking Barriers

The agency started small. In its first year, it made less than ten thousand dollars. White companies were not sure about advertising made for Black people. But the agency itself was already breaking down old ideas and unfairness. In 1968, the company signed a big contract with Lorillard Tobacco Company. Vince created an ad campaign for them. It showed a Black man wearing traditional African clothing called a dashiki. Next, Johnson Products Company hired Vince. This was for their Afro-Sheen hair product line. Vince's agency created the famous slogan "Wantu Wazuri."

Growing Success

Other clients included Pizza Hut, Sears, and Kellogg's. By 1973, the company's yearly earnings were $2.5 million. By 1990, they reached $20 million. Besides print and TV ads, the agency also helped make TV shows. One famous show was "Soul Train TV." They also helped with a radio show called "Lu's Notebook." That show was on the air for ten years.

Later Years and Legacy

In 1997, the agency went through some changes. Vince gave control of the business to his youngest son, Jeffery Cullers. Vince stayed on as president. In 2002, because of health problems, Vince retired. He passed full command to his son.

Passing On

Vince Cullers passed away on October 4, 2003. He was 79 years old. He died at Kindred Chicago Lakeshore Hospital from heart failure. His body was buried at Lincoln Cemetery.