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Award-winning ad director with trophy
Bob Farris of Motorola holds award from Chicago's Federated Advertising Club
for "What If?" commercial, two-minute documentary on corporate history
wise for the company in the last ten years, outstripping the next closest June by 50%. He adds that stereo sales have risen considerably and that home, clock, and car radio sales were 20% ahead of last June. Specials wanted. Last season's specials formed the focal point of promotion and merchandising program building up to the Christmas
crescendo, traditionally a peak time for tv and stereo receiver sales.
Spaced approximately one month apart, Motorola's specials served as the spearhead of an advertising campaign composed of heavy print concentration (both newspaper and magazine) along with massive in-store displays, all geared to point up the company's stature in the
Award-winning commercial opening
Opening scene from "What If?" commercial shows Motorola founder Paul Gavin thinking 'What if cars had radios,' then tells of later company developments
electronics field, and to emphasize particularly the quality and extent of its consumer products division line. The investment in this campaign was $1 million.
Several years prior to Motorola's tv return last season, the company's advertising strategy was undergoing a purposeful transition. Robert G. Farris, director of advertising, and sales promotion manager of Motorola's consumer product division, says of this change: "Our advertising has increasingly shifted to an image-building approach. We are more and more interested in projecting to the consumer not only the facts about merchandise (including price) , but also of what kind of company Motorola is; what kind of dealers and service people we have; the quality, reliability and integrity we represent."
Motorola had felt for some time the importance of re-establishing its consumer products division image, according to Farris. The image had been strongly linked with car radios and low-priced, but durable, television receivers. Motorola had produced a full line of tv and stereo hi-fi models fori about five years, but the company felt these products lacked a prestige image among consumers.
Product image. "We had a great deal to emphasize," says Farris, "such as our cabinets designed by Drexel." The Motorola Company had established a strong position for its communications division, but at the consumer level our product image was not clearly defined in the public mind. We bought the three specials, specifically to improve this image: Carnegie Hall Salute to Jack Benny, The Poioer and the Glory, and The Bing Crosby Christmas Special."
The objective was apparent in the commercials created for Motorola by Leo Burnett, the company's agency since late 1954.
The vehicles had to be strong enough, according to Farris, to provide the desired stamp of distinction to Motorola's corporate name; to provide enough commer(Please turn to page 53)
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