• by David Goetzl  @dgoetzl, August 12, 2011

Quick. Word association for Lee Iacocca. That's easier than a Sunday drive: it's commercials.

The executive had an extraordinary career in the auto industry, overseeing the introduction of two American icons in the Ford Mustang and minivan at Chrysler, while helping resuscitate a failing Chrysler. But for a generation, he will always be best known for the 61 ads he shot during his run at the top of Chrysler from 1978 to 1993.

Now 87, Iacocca had an inkling, writing in an autobiography he feared he may be "remembered only" for starring in ads as the CEO that plugged Chrysler with a healthy dose of patriotism, just as the Japanese began really muscling into the U.S. market.

"Oh, that cursed tube!" he wrote.

With his 61 spots, he became one of the most famous people in America during the 1980s. Advertising Age named him the 54th most influential ad-type of the 20th century, calling him "possibly the most effective TV spokesman in U.S. history."

Iacocca exuded an ease of confidence, trust and humility before the camera, while offering a signature line: "If you can find a better car, buy it."

Agency Kenyon & Eckhardt produced many of the spots. After Iacocca was unceremoniously showed the door at Ford in 1978, he caused a stir when he poached the long-time Ford agency to come over to Chrysler.

Much of Iacocca's story was chronicled in a puff documentary Thursday on CNBC that glossed over failures -- such as the Pinto controversy at Ford when he was there. Yet, while it shined light on the Mustang/minivan hits, it also made one call to mind Iacocca's eternal legacy as pitchman.

By the way, that may not be over. In 2005, he appeared in a memorable spot with Snoop Dogg for Chrysler's employee pricing program.

(Iacocca donated his fee to his foundation that fights diabetes. At least he got paid. At Chrysler, he wrote: "I work cheap. Once I did 108 takes in about 10 hours and all I got for it was a corned beef sandwich and a cup of coffee!)

In 2009, he did a video for a 45th anniversary edition of the Mustang for Ford with Sinatra music playing. He still could add some pop to a Super Bowl spot.

Would Iacocca have been so successful and memorable on the tube today? No way. During his 1980s run, there were really just three networks and no Internet, which gave him exposure he would never have now.

More so, what made American living rooms so accepting of him wouldn't go over today. Soon after joining Chrysler, Iacocca convinced the U.S. government to bail out the stumbling automaker to much controversy.

Yet, that led to the ultimate PR coup and hero status. Chrysler paid the loan back seven years early, allowing Iacocca to become a face of an American ethic: we honor our debts and make them whole.

Iacocca also successfully headed a group that restored the Statue of Liberty for its 100-year anniversary. He got that right, so if the decision was down to a Chrysler or a Toyota, a customer may have gone American.

Plus, the country was far less cynical and jaded in the '80s.

After receiving a bailout during the recent financial crisis, Goldman Sachs paid the government back $10 billion -- with a nice return for taxpayers -- but no one wants to hear from its CEO Lloyd Blankfein.

Ask 10 marketers about the value of a CEO appearing in a spot and there may be 10 answers.

Dave Thomas apparently was effective for Wendy's or he wouldn't have done 800-plus ads. Frank Perdue said "it takes a tough man to make a tender chicken" for decades. James Dyson did a good job raising awareness for his eponymous vacuum cleaner.

Yet, a 2006 campaign at Chrysler -- maybe inspired by Iacocca -- featuring the chairman of the merged DaimlerChrysler, Dieter Zetsche, playing a humorous Dr. Z didn't excite ad critics or more importantly customers.

Domino's CEO Patrick Doyle recently took to the air to offer the frank admission that consumers who feel his company's pizza tastes like cardboard may be right, and changes are needed. And many CEOs quickly do wea culpa campaigns during more serious crises.

There is a paradox now. CEO-fronted spots look to humanize a company, but how can that happen when the leaders are perceived to make way too much money and out of touch with humanity?

So with the exception of Steve Jobs -- who many Americans may feel indebted to and thus entitled to his fortune -- name one top person Americans want to hear from. A CEO who might have a positive impact on a brand, who could do a decade's worth of spots without a backlash.

That's what sets Iacocca apart.