{"id":20560,"date":"2017-12-15T19:04:00","date_gmt":"2017-12-16T00:04:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20560"},"modified":"2026-09-29T19:05:42","modified_gmt":"2026-09-29T23:05:42","slug":"after-20-years-aols-yellow-running-man-has-retired","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/after-20-years-aols-yellow-running-man-has-retired\/20560\/","title":{"rendered":"After 20 Years, AOL\u2019s Yellow Running Man Has Retired"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s officially the end of a tech era: AOL Instant Messenger will be discontinued on Friday December 15, 2017. While fans that that grew up with or ever used <a href=\"https:\/\/my.screenname.aol.com\/_cqr\/login\/login.psp?sitedomain=www.aim.com&amp;siteState=OrigUrl%3Dhttp%3A%2F%2Fwww.aim.com%2F.home&amp;offerId=aim-travolta-en-us\">AIM<\/a> will be in mourning over the chat app\u2019s shutdown, some might wonder whatever happened to its iconic yellow Running Man mascot who remained our ever-faithful Buddy List companion. Will he be going down with this ship too?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As it turns out, the <a href=\"http:\/\/www.outlookseries.com\/A0971\/Services\/3655.htm\">running man is heading for retirement<\/a> after 20 years of service. Michael Albers, VP of Communications Product at Oath, confirmed the character\u2019s retirement announcement in a blog post from October 2017.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For those who don\u2019t know much about the mascot\u2019s past, let\u2019s get you up to speed with the CliffNotes guide to the Running Man. JoRoan Lazaro designed him in the 1990s as part of a redesign effort for AOL\u2019s software and content channels. Lazaro, now Executive Creative Director at BBH New York, shared the story behind the character\u2019s creation in an interview with <em>The Atlantic<\/em> in 2014.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to Lazaro, silhouettes in 1940s and 1950s postwar American logos and trademarks inspired the Running Man\u2019s design. The men in these silhouettes were stylized by their curved legs and round heads. Lazaro kept the design as simplified as possible, due to resolutions on computers not being very good at the time, and the color scheme a warm and friendly shade of yellow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Due to AOL moving quickly as a company during that time, the Running Man skipped focus group testing and was immediately used for AIM. \u201cIt was a very organic thing that just sort of evolved and pretty soon he was just attached to the brand.\u201d Lazaro said.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"AOL Commercial with Sharon Stone 2003\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/coVzGfiGFhQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">One of the Running Man\u2019s most memorable moments occurred in an AOL commercial with Sharon Stone. In this spot, he is quite obviously\u2026 hooking up her new broadband Internet, of course. The mascot got a pair of cool sunglasses out of it too.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Running Man was replaced in 2011 by a new logo with \u201cOMG since 1997\u201d as the tagline. Luckily, his hiatus was short-lived and he made his triumphant, nostalgic return in 2013.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"You Got Mail (AOL)\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/DGOgSPVBmIE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Happy retirement, buddy. We\u2019ll always remember how you kept us on alert anytime \u201cyou\u2019ve got mail.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor It\u2019s officially the end of a tech era: AOL Instant Messenger will be discontinued on Friday December 15, 2017. While fans that that grew up with or [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20561,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>After 20 Years, AOL\u2019s Yellow Running Man Has Retired | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/after-20-years-aols-yellow-running-man-has-retired\/20560\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"After 20 Years, AOL\u2019s Yellow Running Man Has Retired\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor It\u2019s officially the end of a tech era: AOL Instant Messenger will be discontinued on Friday December 15, 2017. 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