Radio showmanship (Jan-Dec 1949)

LIGHT AND MELLOW (Continued from Page 10) the commercial copy This time is never longer than two minutes — and that, bear in mind, is for a full half-hour show. Strangely enough, that two minutes of copy seems even shorter to the listener. The commercial formula is unique — and it's a formula that is popular with the audience. People both in the studio and in their homes look forward to the commercial. It hardly need be pointed out that a commercial message which is that popular is popular with the sponsor because of the results it pulls. The commercial itself follows the same tradition as the rest of the show. It, too, is "Light and Mellow." Actually, it's hard to tell where the com' mercial message really begins. Armand Girard might begin, for instance, by singing a few bars of "Every Day I Love You Just a Little Bit More." Then a smooth transition into the commercial by humming a bit of the tune, followed by a deep booming. "M-m-m-m-mellow! That's what you'll say about the mellow flavor of Regal Pale. Every day I go for you just a little bit more. There's the fragrance of autumn leaves in it, and sunshine in its sparkle. But man, just try it on these brisk evenings of early winter. Just try it when you don't want to go to a lot of fuss about fixing dinner. A sparkling bottle of Regal Pale, and a fresh, sweet, cracked crab. A little lemon and a little mayonnaise on the crab, and I guess you'll have to have a finger bowl so you can really dig in. And for refreshment, and zest, and to bring a mellow glow to a winter evening, that tall, cool, sparkling glass of light and mellow Regal Pale. Yes, sir ..." And then Armand Girard sings a few more bars of "Every Day I Love You Just a Little Bit More." It takes a fine piece of co-ordination to bring the orchestra and Girard out together at the end of the commercial — since the orchestra plays in the background ah during the message. But the shortness — and the mellowness — of the commercial copy is what pleases the listeners and it does sell beer. And that, believe it or not, is just about all the commercial there is— except for brief identification at the beginning and end. The sponsor's name and product, too, are mentioned in the continuity occasionally— but not too obviously. In any case, the entire length of the commercial is always less than two minutes. It's obvious that "Light and Mellow" is the result of the efforts of a considerable team — all the way from Harlan, the originator, to the musicians who provide the music for the show. The cast and staff consists of nearly thirty persons — and every one of them is a strict adherent to the "Light and Mellow" byword. It's obvious, too, why "Light and Mellow" was chosen to be the recipient of the first annual Vancouver Trophy. The competition for the Vancouver award was open to advertisers, agencies, and radio stations in the eleven western states and Western Canada. Judging was based on commercial excellence, creative originality, information imparted, the effectiveness of the selling message and listenability. The award indicates that both the advertising profession and the listening public want and appreciate good commercial entertainment. As President Baker of Regal Amber puts it: "This award proves we're on the right track." The Vancouver Trophy itself is unique. It's made in the form of a totem pole on a square base. It's intricately carved out of black skidagate slate. The carving was done under water by Haida Indians of the Queen Charlotte Islands in British Columbia. The trophy will remain in the possession of the Regal Amber Brewing Ccmpsny for one year. A miniature of the trophy is the permanent property of the company. The Vancouver Trophy will be awarded again next summer, and annually thereafter, by the Advertising Association of the West for the best commercial radio program. FEBRUARY, 1 949 31