and made a promotional visit to the Jell-O Gallery in 2004. In 2010, Cosby returned to Jell-O as executive producer for the company's "Hello Jell-O" campaign. In return, the brand sponsored his weekly web show OBKB, a children's interview series similar to Kids Say the Darndest Things. As of 2002, Cosby's time with Jell-O was considered the longest-standing celebrity endorsement in American advertising history. In 1991, Willy T. Ribbs became the first African-American driver to compete in the Indianapolis 500. As Ribbs found it difficult to attract sponsorship, Cosby offered to appear in ads for his friend's sponsor. Boston agency Ingalls, Quinn & Johnson was believed to spend $14 million on Ribbs' team over three years, with Cosby appearing in team ads. Service Merchandise expanded this agreement in August 1993, to their actual store. He was to appear in television, radio, and print spots, catalogues, flyers, and in-store displays. An Associated Press television columnist found it hard to believe the premise that Cosby would be shopping at the store. The ads "fell flat", according to The Wall Street Journal, which noted a $30 million price tag to the deal. As of the early 1990s, Cosby's promotional agency was William Morris. At the Advertising Hall of Fame induction ceremonies on March 30, 2011, Cosby was the first winner of the American Advertising Federation's President's Award for Contributions to Advertising, for special achievements in the field. Criticism In 1973, The Village Voice writer Terry Guerin said Cosby was past his prime. Among the reasons, "making spokesman commercials for such established heels as White Owl cigars and Pan American airlines. He has evolved into a kind of self-parodying sap, the kind of flagrant, perpetual parader Sammy Davis has always been". "The Noble Cos," a 1986 satirical editorial by Edward Sorel for The Nation, was written in Cosby's imagined voice. It echoed the comments of other authors that Cosby had become out-of-touch with lower-class African Americans. In response to this sentiment, Cosby said in 1997, "So this buddy says, 'I didn't mind your commercials for Jello, Del Monte, Ford cars ... Ideal Toys, or Coca-Cola, although Coke does do business in South Africa ... But, Bill, why do commercials for those crooks at E. F. Hutton?' My buddy didn't understand my commercials improve race relations. Y'see, by showing that a black man can be just as money-hungry as a white man ... I'm proving