Sally O’Brien Ad Creator – Irish Times Profile
Frank Sheerin: The Advertising Pioneer Behind ‘Get An Earful of This’
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Frank Sheerin, a pivotal figure in the golden age of Irish advertising and the co-creator of the beloved RTÉ Radio 1 comedy program Get An Earful of This, has died. He passed away in June in Dublin, aged 87. Sheerin’s career spanned decades, leaving an indelible mark on Irish marketing and broadcasting.
Early Life and Influences
Born in Dublin in 1936, Sheerin’s formative years were deeply impacted by the Second World War. A poignant memory, recounted in an unpublished family memoir covering his first seven years, was making his First Communion the day after the May 1941 German aerial bombing of Dublin’s North Strand, a tragic event that claimed 28 lives.
He received his education at St Michael’s in Inchicore and Rockwell College in Co Tipperary. At Rockwell,his artistic inclinations flourished; he actively participated in school plays and continued to engage with amateur dramatics well into early adulthood,initially nurturing ambitions of a career on the stage. A promising chance to play Romeo in Renato castellani’s 1954 production of romeo and Juliet was narrowly lost to Laurence Harvey.
From Sweets to Slogans: A Career in Advertising
Facing a shift in career aspirations, Sheerin initially sought employment with Guinness, a highly sought-after position in 1950s Ireland offering lifetime security. However, he began his working life as a clerk at Richie’s Sweets factory.Together, he pursued studies in marketing at the College of Commerce in Rathmines during night classes, where his natural talent for copywriting quickly became apparent.
His breakthrough came with his first advertising role at Kenny’s of Middle Abbey Street. He soon moved to Arks, a company on the verge of a period of significant creative innovation. The 1960s and 70s saw him collaborate with a vibrant cohort of industry professionals, including Bill Felton, Breandán O Broin, Phil Walsh, Barry Devlin, Eamon Carr, and Charles O’Connor of horslips, Jimmy Strathern, Pat Ingoldsby, Terry Pattison, and Catherine Donnelly – a testament to the cross-pollination of creativity during that era.Sheerin’s success at Arks led to his appointment to the board as creative director in 1967. He later established his own agency, Frank Sheerin Associates, continuing to shape advertising campaigns for a wide range of clients. He contributed to the 2009 RTÉ documentary Ireland’s Mad Men, offering insights into the evolution of the industry.
A Voice on the Airwaves: Get An Earful of This
Alongside his advertising career,Sheerin enjoyed a parallel success in radio. In partnership with Fergus Linehan, he co-wrote the hugely popular comedy programme Get An Earful of This, produced and directed by Willy Styles. The show, broadcast on RTÉ Radio 1 between 1967 and 1981, became a staple of Irish listening habits, renowned for its witty scripts and memorable characters.
Personal Life and Legacy
Frank Sheerin married Anne in 1957, and they had three daughters, Bláithín, Róisín, and Maureen, before later separating. Anne sadly passed away in 2007. He later found love again with Catherine Donnelly, a fellow advertising professional celebrated for her work on iconic campaigns like the Barry’s Tea Christmas train set commercial and the enigmatic Kerrygold ad featuring the question, “Who’s bringing the horse to France?”
Following Catherine’s death in 2014, frank moved back to Dublin after a period in Roscrea. He spent his final days in a Sandymount care home.
Friends and former colleagues remembered Sheerin as an intelligent, witty, creative, and inspiring individual with a warm and engaging personality. He is survived by his daughters and two grandchildren. his contributions to Irish advertising and broadcasting will continue to be celebrated for years to come.