In the early 1970s, the Houston Oilers had fallen on hard times. In 1975, Bum Phillips was hired as the coach and ushered in a new era for the Oilers. With the help of stars such as Billy "White Shoes" Johnson and Elvin Bethea, the Oilers had their first winning season of the decade in 1975. In 1978, the Oilers drafted one of the most dominant running backs in college football, Heisman Trophy winner Earl Campbell of the University of Texas. Campbell went on to become the NFL Rookie of the Year, as well as the Most Valuable Player in 1978. Led by the charismatic Phillips, the team quickly became a sensation in Houston. Many team members, including Campbell, began adopting Phillips' "good ole boy" attitude by wearing cowboy boots and "ten gallon" cowboy hats. As the 1978 season progressed, Campbell contributed such a large part of Houston's offense that many fans began referring to the team as the Houston "Earlers". This would soon change, however, as the marketing department of the Houston Oilers led by Mike McClure, would give Oilers fans another catchphrase to use while cheering for their team. On November 20, 1978, the Oilers took on the Miami Dolphins on Monday Night Football. In order to boost team spirit, the Oilers gave each fan a blue and white pompom before the game. The sight of over 50,000 fans waving the pompoms inspired the Oilers to a 35-30 victory, behind Campbell's 199 rushing yards and 4 touchdowns. After the game, Campbell stated, "The display of Blue was a chance for people of all races and backgrounds to come together as a city. More than that, it was a feeling that the players and fans shared without even talkin'. We owed it all to one man: Bum Phillips. The next season proved successful too. Mike McClure, VP of marketing for the Houston Oilers wanted to turn the Astrodome blue on December 10, 1979. McClure, Bob Culpepper and Jim Schmidt, and Cindy Bennish met to discuss the strategy when Culpepper suggested blue flashcards. Later that day, McClure saw a sign on the Oilers’ training field fence with the words Luv Ya Blue. Culpepper and Schmidt sold the printing sponsorship to First City Banks. 50,000 17” x 22” flashcards were printed and distributed to fans entering the Astrodome on December 10,1979. McClure also initiated a trademark with the State of Texas. The trademark Luv ya Blue slogan is sanserif type and slanted diagonally reversed white with Columbia blue background. Earlier on December 10,1979 Houston Mayor Jim McConn proclaimed ”Blue Monday” in Houston, Texas. ref: www.LuvyaBlue.net At 8:00 pm on Monday night December 10, 1979 as the ABC cameras panned the Astrodome interior and the fans, the stadium announcer Jim Carrolla commanded the fans to raise their flash cards and shout Luv ya Blue. Howard Cosell, Frank Gifford and Fran Tarkenton, the ABC sports commentators seemed stunned. Cosell said, ”ladies and gentlemen we have just been greeted by a sea of blue here in Houston.... Luv ya Blue”, to an estimated ABC audience of 33 million, the second largest prime time rated telecast in NFL history. Houston won the game against the Pittsburgh Steelers, 20 - 17. Licensed products began appearing all over Houston. Joskes opened Luv ya Blue retail shops inside their stores. In a playoff game later another 50,000 cards were printed and distributed. Luv ya Blue was a sports promotion created in house by the Houston Oilers, initiated by VP of Marketing, Mike McClure, who owned the copyright and trademark and subsequently yielded it to the NFL. f
Spirit of Luv Ya Blue
After that night, blue-clad fans began to bring "Luv Ya Blue" signs to the Astrodome. Face painting also became popular, with many fans sporting the Oilers' logo painted on their cheek. Pep rallies were often organized and the Astrodome was regularly sold out as the entire city went wild for the Oilers. Houston's energy-based economy was also booming at the time due to rising fuel prices, and this gave a large sense of optimism that boosted Oilers fans. Additionally, many thousands of new Houstonians had recently moved in from other parts of the US due to the surging economy, and the Oilers became a common cause for new and established citizens to feel civic pride. Local singer/songwriter Mack Hayes wrote and recorded the song, We’re the Houston Oilers in 1978. Then after the ABC Monday Night Football game on December 10, 1979, where 50,000 "Luv Ya Blue" flashcards were distributed and the Houston Oilers defeated the Pittsburgh Steelers, Mack Hayes wrote, copyrighted and recorded his song, Luv ya Blue. The song became the Oilers' rallying song the following year and Hayes and the Love Ya Blue band played at the Astrodome for each of the 1980 home games. Lyrics to another song, written by Lee Ofman was played until their departure in the NFL in 1996.
