The City of Phoenix enlisted Riester’s creative assistance to make the roads safer. This month, Riester helped the City launch a new public awareness campaign tied to the rollout of cameras across the Valley that track motorists’ speed and adherence to traffic laws. Because these new cameras are aimed at changing driver behavior, Riester named them “traffic safety cameras” to reinforce the goal of the campaign.

Installed in high-traffic corridors and school zones, these cameras are designed to deter dangerous driving behaviors and help protect the people who use these roads every day.

To build awareness around the initiative, Riester developed a creative and memorable campaign called, “Better a Flash than a Crash,” designed to remind drivers that a momentary flash from a camera is far better than the lasting consequences of a collision.

The eye-catching creative was introduced on billboards around the Valley near camera locations. It was supported by an equally impactful radio commercial, extending the message to motorists who are engaged in driving behaviors with clear, compelling reminders about the new traffic safety cameras and the importance of driving safely.

Together, these efforts create a multi-channel approach that meets drivers where they are on the road and on the air.

On Friday, March 13, Riester was recognized at the 2026 American Advertising Awards, earning 10 ADDY Awards for campaigns developed in partnership with the California Highway Patrol (CHP).

The recognition spans two statewide public safety initiatives and reflects a consistent focus on work designed to influence positive behavior change in the real world.

Across all wins, Riester received:

• 2 Gold ADDYs
• 5 Silver ADDYs
• 3 Bronze ADDYs

Eight of the awards were earned for the CHP Motorcyclist Safety Program campaign, with two awarded for the CHP Designated Driver Program campaign.

Award-Winning Campaigns

Turning Ego Into Action: CHP Motorcyclist Safety Program

Motorcycle fatalities in California have continued to rise in recent years, even as safety messaging has increased. The challenge was not awareness. It was an attitude. Most riders already believe they are skilled. They trust their instincts. They assume they are in control.

Riester’s response was not to lecture. It was to challenge.

The “PROVE IT.” campaign flipped rider confidence into a call to action. Instead of telling riders to be safer, the campaign asked them to demonstrate it. Not to the California Highway Patrol, but to themselves.

The creative leaned into a tone that was direct, competitive, and impossible to ignore. A :30 video commercial called out riders across subcultures, from café racers to motocross riders, ending with a simple provocation: Think you know how to ride? PROVE IT.

That message extended across digital, social, and out-of-home placements, creating a unified system of creative that met riders where they already were.

The results moved beyond engagement metrics and into behavior change:

• 71.3M+ video impressions
• 7.8M+ video views
• 472K+ clicks
• 48% increase in enrollment for the State’s rider safety training program

More importantly, the campaign shifted perception. Riders reported stronger agreement with the idea that CHP is invested in their safety, not just enforcement.

Riester’s work earned 8 ADDY Awards, for the California Motorcyclist Safety Program campaign, including recognition for copywriting, art direction, video execution, and integrated campaign development.

Reframing the Consequence: CHP Designated Driver Program

Alcohol-impaired driving continues to be one of the leading causes of fatal crashes in California, with over 1,300 lives lost in a single year. Traditional messaging often relies on fear or enforcement. Research shows that the approach has limits. Many drivers underestimate the risk or assume consequences will not apply to them.

Riester’s campaign took a different approach.

Instead of focusing on punishment, the “Hangover-rated” concept reframes the outcome people already understand. The morning after.

The campaign positioned a hangover not just as a side effect of a night out, but as proof that a smarter decision was made. If you wake up with a headache, at least you made it home safely.

The tone was playful. The insight was grounded. The message landed.

Radio commercials brought the idea to life through a distinctive voice, with the hangover itself speaking directly to the listener. The result was a message that felt less like a warning and more like a reminder.

The CHP Designated Driver Program campaign earned 2 ADDY Awards, both for radio, recognizing excellence in copywriting and public service audio.

Creative That Connects Behavior to Outcome

Across both campaigns, the throughline is consistent. Start with human behavior, not just the problem.

Respect the audience’s mindset. Generate ideas that authentically meet people where they are. Then push them, just enough, to make a different decision.

Whether it is challenging a rider’s confidence or reframing a night out, the goal remains the same. Create campaigns that do more than communicate. Create campaigns that change what happens next.

Months of planning went into capturing the hearts of the 130 million viewers tuned into the most-watched live event in the world, the Super Bowl. With brands shelling out a staggering $8 million for just 30 seconds of airtime, the stakes couldn’t have been higher. For the first time in history, technology and health-related commercials outnumbered food, beverage and automotive ads. While the commercials certainly entertained, the real question is: how did they score on creativity and memorability? And what were the moments outside of the commercials that created buzz? 

Mascot Guilt Grabs Viewer Attention

”On average mascots perform 20% better than celebrities in commercials,” said Tim Riester, Founder & CEO of RIester, “yet less than 10% of the commercials in Super Bowl 60 featured them.” This year Pepsi ambushed Coke’s longtime mascot, the polar bear by placing it in an unusual situation where this iconic character inadvertently selected Pepsi Zero Sugar in a taste test against Coke Zero Sugar! What followed was a hilarious reckoning with the unexpected event, including the polar bear seeking out therapy. The commercial’s unexpected mascot storyline centered on human vulnerabilities sprinkled with humor earned big points for Pepsi. 

Daughter and Father Tug at Audience Heart Strings

Anyone watching the Lay’s Potato Chips commercial for only a few seconds already had a lump in their throat. “Emotional commercials like this one from Lays deliver 5x greater memorability and brand preference than unemotional commercials,” said Riester. The heart-warming exchange between a potato farmer and his daughter, which took viewers back in time through her childhood on the farm, communicated family pride and reminded viewers that the product is made with real potatoes grown on American farms. It also surprised some viewers by deliberating choosing a daughter as the protagonist.  

Cultural References Tackle Current Social and Political Issues

Redfin/Rocket Mortgage reprised an important message taught decades ago by daytime children’s TV show Mister Roger’s Neighborhood when they shared the emotional story of a Latino family that relocated into a white neighborhood. Lady Gaga even personalized the iconic “Won’t You Be My Neighbor” song from Mister Roger’s for the commercial. “Rising above recent social and political rhetoric, Redfin/Rocket Mortgage demonstrated that regardless of our ethnic background, we all want a family to love, a safe place to live and friends to enjoy,” said Riester. “This was truly a wonderful way to associate their brand with the American dream.”

“The NFL continued its bold leadership on social issues as well,” said Riester. “They aired two commercials leaning into the importance of positive mental health for children and created an extraordinary halftime show connecting Latin community and culture to the American game of football.  It was a brilliant way for the NFL to invite sports enthusiasts from Spanish speaking countries to sample the Super Bowl while also educating their existing fans about the importance of Puerto Ricans who have been part of America since 1898.”

Watch Tim’s interview on Fox TV and listen to his interview on NPR to learn more about Super Bowl’s winners and losers.

Last week, Riester lost a dear friend and its founding CFO, William Gegenheimer.  Affectionately referred to by all who worked at Riester as “Bill G,” Bill helped his stepson, Tim Riester, found the company and assisted in its responsible growth as its CFO for nearly 20 years.

Bill G mentored staff, befriended clients, and was legendary for his organization, discipline, and his absolute refusal to spend money unnecessarily. Bill’s courage and humor were matched by resourcefulness: when a mugger held him at gunpoint outside the Riester office buildings and demanded his wallet, Bill famously screamed “HELL NO!” and scared off the would-be robber.

Bill G’s life was one of intelligence, adventure, courage, and commitment. His dependability, laughter, and stories will live forever in the hearts of those who loved him.

Tim Riester meets students from the University of Arizona following his keynote speech on marketing at the Eller College of Management “Thinking Forward” Conference.

September marks the start of a new school year but for Riester, education is on our minds year-round. We combine strategic philanthropy, policy advocacy, and hands-on leadership to support education. Actions from our management team demonstrate how leaders in business can make meaningful impacts on education.

Support for education starts at the top at Riester

Undoubtedly, connecting Arizona business, education, and government agencies to create and sustain a future-ready workforce is critical for a prosperous economy but also key to a hopeful future. As co-chair of the Higher Education and Workforce Preparedness Task Force within Greater Phoenix Leadership, Riester’s CEO, Tim Riester, helps guide one of Arizona’s most influential educational policy organizations. Greater Phoenix Leadership brings together leading CEOs to align resources across business, education, philanthropy, and public policy sectors.

Tim also supports aspiring health care professionals by serving as Chairman of the Dean’s Advisory Board at A.T. Still University’s Arizona School of Health Sciences, future business leaders with his volunteerism as an Honored Entrepreneurial Fellow at the University of Arizona Eller College of Management, and the next generation of journalists through his service as a Trustee of Arizona State University’s Walter Cronkite School of Journalism and Mass Communication. In fact, Riester made a six-figure gift to Cronkite students and programs distributed among a variety of efforts including the Riester Public Relations Endowed Scholarship which is annually awarded to students enrolled in the PR Lab at the Cronkite School. At the center of this hands-on program is the ‘Riester PR Lab Conference Room’ a gathering space for students where world-class training unfolds year-after-year and where careers start to take shape. Visitors to Cronkite and Eller might even catch Tim presenting agency case studies on specially scheduled event days to students enrolled in those colleges.

Equally important is Riester’s Executive Director of Public Relations and Communications, Christina Borrego’s work as a professor in Phoenix College’s Behavioral Sciences Department. Christina’s motivational approach to teaching provides her students with hands-on learning using the most current tools and technology. In fact, she concluded last semester with tremendous excitement by having Riester’s broadcast team assist her students in creating their own podcasts.

Riester’s Executive Director of Media and Measurement, Kari Brill, an Executive MBA candidate through W.P. Carey School of Business, applies her acumen in the classroom as an invited guest lecturer on topics like sports marketing at Arizona State University College of Law and supports community efforts that impact educational outcomes through her work as a Board Member for Big Brothers Big Sisters.

Likewise, Riester opens its doors to groups of undergraduates from across the U.S. and even internationally for internships year-round. Affectionately called ‘Riesterns’, they have direct access to industry professionals, are introduced to everyday agency life and present a final project placing them at the helm of a client campaign. The program marks its 35th year in 2026.

Without question, Riester’s entrepreneurial success is an educational tool itself. Students benefit from observing leaders who have built and nurtured a successful company while maintaining strong ties to educational institutions. This investment of time and resources is guided by the idea that the next generation of professionals will need to implore creative thinking across all lines of work more than ever, in the years to come.

You’ve probably heard a lot about tariffs lately. In the news, in political debates, maybe even around the dinner table. But here’s something you might not expect: tariffs are showing up more and more in advertising. Hear what Tim Riester (CEO Of Riester Advertising) had to say during this interview with Mark Brodie, co-host of The Show, on KJZZ/NPR.

Listen to live interview

Friday evening, Riester brought home 23 trophies from the 2025 American Advertising Federation’s Addy Awards, demonstrating our outstanding collaboration with clients and commitment to creative excellence. From public health initiatives to fitness inspiration to civic engagement campaigns to breakthrough healthcare and pharma marketing, our projects redefined storytelling, pushed the boundaries of design, and created campaigns that are still driving real impact.  We’re honored to celebrate this year’s achievements with our clients, partners, and the incredible minds behind these award-winning campaigns.

Award-Winning Campaigns

EōS Fitness – Powering Up with Gold & Silver

EōS Fitness made a strong impression with its “Will Power: Where There’s A Will” campaign, which won two Gold Addy awards and two Silver awards.  The campaign’s standout visuals and energy were recognized in Animation, Special Effects, Motion Graphics, or CGI, along with recognition for Art Direction and its Online Commercial Campaign.

Citizens Clean Elections Commission – Gold, Silver & Bronze Wins

The Citizens Clean Elections Commission campaign, “Get Democracy Done,” took home multiple awards, highlighting the impact of clear, engaging voter education. The campaign earned three Gold awards, one Silver award and one Bronze award in the Public Service Campaign category, further cementing its success in mobilizing Arizona’s electorate.

HonorHealth – Elevating Healthcare Marketing with Gold, Silver & Bronze

HonorHealth’s campaign delivered an artful message connecting nutrition with wellness, earning the prestigious “Art Direction of the Year” award along with additional Gold, Silver and Bronze awards for its “Foodspiration” and “Inner Universe” TV commercials and its Animation, Special Effects, Motion Graphics, or CGI.

Idaho Department of Health & Welfare – Silver in Public Service Radio

The Idaho Department of Health & Welfare’s “Yummy Yummy” campaign on foodborne illness won a Silver award in Public Service Radio, reinforcing the power of creative public health messaging.

University of Arizona – Creativity that Inspires with Gold, Silver & Bronze

For the University of Arizona, its “Wonder” campaign earned major recognition. The campaign won a Gold award for Cinematography in a Television Campaign, a Silver award for an Integrated Advertising Consumer Campaign (Regional/National), and two additional Bronze awards.

Riester’s Associate Creative Director Paul Svancara – Won “Creative Professional of the Year”

Following in the historic footsteps of Riester’s legacy creative directors, David Robb and Tom Ortega, Riester’s Associate Creative Director, Paul Svancara, was awarded “2025 Creative Professional of the Year.” Riester’s founder and CEO, Tim Riester said about Paul, “Every winning team needs a franchise player. A real star who is extremely talented and shows up daily committed to performing their best – no drama – just dependable leadership by example. That is an exact description of Paul Svancara and his importance to Riester. Paul is quietly inspired, disciplined, and astute. He is passionate about form, shape, and color. He is a real perfectionist and a truly creative advertising professional. For 13 and a half years at Riester, Paul has worked through more nights and weekends than can be counted to help me keep business flowing through the firm. I really appreciate Paul and believe he is so deserving of this incredible honor.” Paul’s leadership, vision, and creative excellence continue to elevate everything we do.

As we look ahead, our mission remains the same: to challenge expectations, tell meaningful stories, and deliver award-worthy work that drives results. A huge thank you to our clients, partners, and team—this success is yours, too.

In a crowded fitness industry where low prices and high value dominate the conversation, EōS Fitness set out to differentiate itself with a bold, emotionally driven campaign centered on inclusion and achievement. Understanding that its members are high achievers—individuals who push themselves daily to feel stronger, both mentally and physically—EōS introduced Will, a charming, determined character embodying the spirit of perseverance. Through dynamic storytelling, striking visuals, and a brand-first approach, the campaign celebrates willpower in all its forms, inspiring gym-goers of every shape and size to push their limits and embrace the challenge.

Meet ‘Will Power’: The Playful Mascot That Inspires You To Show Up And Get Moving

EoS Fitness is introducing an unlikely motivator—a bouncy blue mascot named Will Power, who, despite having no ears or eyes, is full of determination.

Read more at publicomagazine.com

EōS has a Sidekick

The name is Will…Will Power. Will is a new member at EōS and is willing to try all that we have to offer. Although in Will’s case (and ours, too!), those attempts don’t always go as hoped or planned. But, Will remains undaunted and constantly strives to improve (us, too!). … It was created for the brand: EōS Fitness, by ad agency: Riester. This Film medium campaign is related to the Fitness industry and contains no media assets.

Read more at Ads of the World

Breaking Down the Best New Year’s Ad Campaigns in Fitness

EōS Fitness, a fast-growing HVLP gym chain with a large presence in California, Texas and Florida, is bringing mascots to the fitness industry. 

To support its 2025 campaign, EōS unveiled “Will Power,” a cute character made out of blue clay who sports a white headband and gray EoS duffle bag.

Read more at Athletech News

EoS Fitness Turns Willpower Into Sweet, Squishy Mascot

In a category filled with perfect abs, flailing ropes and Olympic squats, EoS is trying a different approach: a campaign starring a cute little mascot named Will Power.

The new approach is “as much a brand revolution as it is a new campaign,” says Shilpi Sullivan, CMO of the Dallas-based chain.

Read more at MediaPost

EoS Fitness Levels Up with Cute and Motivational Mascot

The high-value, low-price gym brand has introduced its newest “member”—Will Power, a cheerful and determined blue clay character—marking the start of its brand evolution. … Will Power—who sports a white workout headband atop his Eos Fitness-signature blue head—is undoubtedly cute and will likely be a hit with coveted Gen Z fitness consumers. He’s already become a hit on Instagram, racking up hearts and comments of adoration.

Read more at Athletech News

Super Bowl commercials aren’t just advertisements; they are significant cultural moments. This year, some brands excelled, while others missed the mark. Tim Riester, the CEO of Riester, spoke with Fox 10 to discuss the biggest successes and surprising disappointments from the event.

Take Pfizer’s emotional ad, for example. They showcased a powerful story about a young cancer survivor, emphasizing themes of perseverance, community, and hope. The storytelling, combined with a Rocky-inspired boxing metaphor, reminded viewers of the importance of investing in medical research.

Rocket.com made a brilliant move with their advertisement, set to “Take Me Home, Country Roads.” It celebrated the dream of homeownership and became truly memorable when the campaign continued into the stadium, with the audience singing along in real-time and digital banners reinforcing their branding. This kind of engagement is rare in Super Bowl history.

Humor also played a significant role in this year’s commercials. Michelob Ultra featured the hustling stars from the recent Beetlejuice sequel, Willem Dafoe and Catherine O’Hara, while Bud Light hosted a clever cul-de-sac party that continued live in the stadium. These brands skillfully blended storytelling with entertainment.

However, not every brand succeeded. Pringles and Little Caesars had nearly identical ad concepts, which unfortunately diluted their impact. And Dunkin’s “Dun-Kings” diluted its message with too many celebrities and insider jokes.

For the complete analysis of what worked, what flopped, and what lessons can be learned, be sure to watch the full Fox 10 interview below!

Tim Riester, CEO of Riester, sat down with NPR/KJZZ for an in-depth discussion about Super Bowl 59 advertising. Tim broke down what worked—and what didn’t—during Super Bowl 59. As viewers, you know that Super Bowl Sunday is the biggest stage in the advertising industry. It’s not just about being seen; it’s about making an impact.

So, what separated the winners from the flops? The best ads this year focused on authentic storytelling and real emotional connection. You saw brands that truly understood their audience, using humor, nostalgia, or powerful messaging to leave a lasting impression. On the flip side, some ads relied too heavily on celebrity cameos without a strong concept—and audiences saw right through it.

Another major takeaway? Consumer expectations are shifting. People want more than just flashy ads—they’re looking for brands that align with their values, that reflect diversity, and that feel genuine. If your message isn’t relevant or relatable, it won’t stick.

As you plan your next big campaign, ask yourselves: Are you telling a story that resonates? Are you connecting with your audience in a meaningful way? The brands that nailed it this year did just that—and it paid off.

Listen to the full interview below for an inside look at what made some of this year’s Super Bowl commercials unforgettable.