By SARAH B. AUBREY
Indiana Correspondent HUMESTON, Iowa — Brad Hook, a cattleman from Humeston, recently stepped out of his comfort zone and into The Today Show’s television studio.
With the help of thousands of American voters, many with ties to agriculture, Hook won the “Anchor for the Day” contest presented by NBC’s The Today Show.
“After I get my wife and kids off to school every day, one of my morning rituals is watching The Today Show. They started airing promos for the Anchor of the Day contest, and asking for 2-minute video clips,” Hook explained.
“I had just built a DVD for a (the National Western Stock Show) display bull named My Turn with my new (computer). I started watching these other people’s clips, thinking ‘those aren’t so good.’
So after a couple of days, I called my hired man into the house and said, ‘Hey, we’re going to make a promo’. I sent it in; and honestly, never expected to hear from NBC again.”
Hook evidently underestimated his talents for television because the day after NBC received his video clip, they called to tell him he was a probable finalist. He then received a package of information to complete (for a background check). He knew he was in the running for the Sweet 16.
“I was at the Iowa Beef Expo on a Sunday with my daughter’s Hereford heifer when my cell phone rang. They said I was one of the 16 finalists and asked if I could be in New York City by Tuesday,” Hook remembered.
“My wife and I got there Tuesday night; and by Wednesday morning, I was on live TV.”
Hook explained he was “pretty fired up” when he got the call from NBC executives. Soon the group was cut down to four, and Hook was even closer to winning.
What happened in the next nine days was one of the biggest experiences of his life. Hook said he’s always lived in the same place for all of his 42 years. Though he’s traveled across the United States promoting embryos, semen, bulls and club calf females, he’s never had such as unique opportunity.
Similar to other reality contests on television, each day interested people could vote for Hook and the remaining competitors by viewing homemade video clips and casting a vote online or via text message by their cell phones.
Votes from people around the country, even from those whom Hook had never met, poured in.
“This was a contest, just a silly contest, and a competition. But the people really went with the home team whether it was Iowans, or fellow people in agriculture or the cow business,” Hook said.
“People really bonded over this. I had Tyson, Pioneer, cattle associations - even the Rockefeller family (who own a farm and a Simmental herd in New York state) was voting for me.”
During the contest, Hook and his competitors were on air anchoring segments. Hook also won a trivia contest.
“It was very spontaneous, all of it,” he explained. “They told me to be myself.”
By March 1, Hook’s big day had arrived. Announced on air during the morning show, Hook was selected over a college professor from Nebraska as the Anchor for the Day.
“NBC wouldn’t tell me by how much I won, but I think it was a landslide,” Hook said. “Winning gave me a good feeling because it showed that we can all bond together, and I think this showed agriculture positively. But it made me sad, too, because we don’t come together like this often enough.”
For the remainder of the March 1 episode, Hook actually co-anchored with regular show personalities assisting with segments on fitness and even snowboarding. Through it all, Hook said his colleagues on the show were fantastic to work with.
“I thought I’d go there to get autographs or something, but they’re just normal people,” he said. “When they go to commercial animal house breaks out in there and it’s just a bunch of guys and girls having fun.”
Now that Hook’s home from New York, he’s had time to reflect on his experience and what may come of it in his professional life. No cash awards were given to the contestants and Hook came home with a few small prizes and a trophy.
He spent his own money during the contest on food, entertainment and wardrobe, though NBC provided airfare, hotel and a black Lincoln Town Car for transportation.
“People ask ‘then what did I get out of it?’ I got a million dollars worth of advertising that I never could have paid for,” he said with enthusiasm. “I don’t know what this will do for my current business or maybe even my future employment. And, if nothing happens, it’s been fun. But I actually think due to the ratings of the show, you may see more of me.”
To view Hook’s winning video and to read his blog of the experience at www.todayshow.com |
