Sponsor (1964)

etchum s Alcoa 90 Tops Entries it International Ad Film Festival Stop-motion tv institutional for Alcoa closures awarded grand prize; other American entries garner even dozen at the 11th annual competition in Venice ,r Venke, lial\ l>'P honors vent to Ketchum, Mel eod A Irove, Inc., at the I I tli Annual ntcrnational Advertising I i I m festival. \gcnc\ won the grand ri/c for television with its l>oecond commercial for Aluminum lompanj ol America closures. With intensive screening In more ban l. M>o delegates to the festival, S. entries won l<> awards m the :\ category and two citations in the :inenia or film classification. I he prize-winning, stop-motion \leoa commercial featured an ■leetronie sound track simulating •Iking bottles, cans and jars Silence at the climax added a touch >t' drama in the telling of an nistiutional protection stor\ lor Alcoa losures. Campbell Mithun, Inc., walked iway with two first pri/es ■ one lor its Mishawaka Rubber Companj TAPE SPOTS AT FAIR he Tower cf light, World s Fair beacon to ilots approaching New York, is spotlighted in new United Airlines commercial, soon to be heard on over 50 radio stations ■ Spokesman Rod Mitchell and singer-actress Anna Maria AlbergheHj turn on the tower Spontaneous applause and cheers from the crowd constitute background to Mitchell's sales pitch y July 6, 1964 "Spring-Sprong-Balloon" for Red Rail tennis shoes I he spot showed a small DO) and a o\oy trying to catch a balloon unsuccessfully until thej Mop in a shoe 5tOre and don a pair ol \<^.\\ Hall shoes I he second Inst prize winner was loi ( rold Seal ( ompain's l'Liss cleaner, a 60-second spot. "Gobbles Dirt." which was a eomed\ demonstration of a glass cleaner meet ing dirt and gobbling it up Doyle Dane Bernbach also garnered a firsl prize lor its mi second Volkswagen ol America snow plow commercial Young ft Rubicam drew a sec ond prize ml v. «n 1 1 1 for J >hn ft J oh i B \ i ' Dane Bernbach lomaa "t recognition in l\ Polaroid poi S ; B aid tor its I aura Scndder I' •' ' I II .\ Sv.'nt ( . .iniii It ll 'her diploma to < ampbell I wald foi < inn. mi Halls" entr\ I I trucks, diplomas went t.< Ml'< ) \ eotronics foi its w hitc Out l Sidewalk ( ale." and to I nett ( «< Inc . t"i its Schlitt com mercial, "Pk : Skal I he cinema award winners ineluded a second prize to Campbell 1 wald foi in 55-minul * 'let film, "Pinnacle," and a diploma ot recognition ( i I Schn I Productions tor its enn /en \ction." also lor ( Ik \rolet. Winners were selected from almost 1 0(H) entries I S. jud included Richard I Gelb, pi. dent oi ( lairol, Inc . and Gordon Webber, vice president and dil tor ol broadcast commercial pi ductions, Benton \ Bowles 4A Consumer Study Fieldwork Nears End No* ^ (irk Final fieldwork is being completed and results tabulated in VAAA's ambitious studsin-depth ol consumer reaction to advertising in general and to specific advertisements. Hut completion of the project is well in the future. With \ \ \ \\ research people working with Harvard in an effort to o\o a detailed, objective study, and the mass ot information and analysis necessary, chances are the report won't be published b) Harvard until the tall ol 1965 but — some interim reports ol p are anticipated Harvard has ted the results ol its fieldwork to \ \ \ \ in \ York where it has been tabulated The next Step, and the big one. is anal) First analytical phase of the study was revealed at the VAAA's \pnl meeting. \t that time, Donald l Kanter, ratham-Laird, Inc. Chicago, chairman of the \ \ \ \ ( ommittee on Research, said. "We have tried to represent reliably, consumer reaction to advertising in general and advertisments in particular. We have given the consumer his {.\a\ in court and we have tried to I his views as preeiseU and full) as we know how to dK'' so " STV Pushes Culture Hard Prior to West Coast Debut I os Angeles Subscription I \ ision, Inc . continues to ti its "cultural" big guns in ad\ iA the system's a I os \ geles On July 1 7 and San I r.m cisco on \ugust 14 I S I \ announcement is that Arthur Schlesinger, Jr . Max I erner and William I aurence would com; the first group oi lecturers in series oi informational program! be offered subscribers. I as: week (s< s ttSOl W ( s I \ announced the entrance S Hurok into the fra lies ol concerts b\ name ar: S will discuss World w. w ml ind Ho I I It" on his s i \ nee. 1 met has chosen " I be Revohii Values " I aurence will lecture 17