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Color is vital factor in "Magoo ' production. Saperstein scans latest in art department
•: ball the ihow, bu: I dfclinftd with thanl maintain its full sponsorship identification
t I' \ feels, despite this c and-present evident bullish
market in M that the link
near-sighted cartoon charactei is .1 long range investment and should iv treated with ^
\V | don't want to milk \1
foi .1 t.ist buck. s.t\> Saperstein w ( n in ii" hurrj to am 'charactei merchandising' deals .ill over the pi icil
larj benefits are importanl to t\ producers I bere'll be >ks,
■ids. .i few to] j, >me clothing
items this fall, but there'll be U0 Hood ol M igoo merchandise around during the ( hristm son We thmk his value .is .i p former, and as a sales : it>.
is greatei il we keep careful control over his exposi ■
II
far-sighted GE tv buy
peciall) m food stores, in fact, the
pickup by dealers has been ovei
yo percent."
I his fall, Genera] Electric will
roll into its fifth season ol MagOO commercials. I hcre'll be a total, According to rownsend, of 10,uoo Magoo-GE t\ spots in 200
markets, plus participations in \IU I \ \ IDniyht and a quartet of daytime television shows. ( I he only reason (il didn't buy into the ik'u \4agoo nighttime series, according to both (il and I I' V is that dl s i\ budgets were fully committed before the slum deal Was made.)
Budgeting tor the Magoo t\ promotions (including the followthrough at point-of-purchase) occupies "considerably more than half" of the total advertising do! lars GE spends for its light bulbs
The successful commercial blend
July 6. 1964
ol Magoo .uk\ (il came about
largel) by accident. It happened
five years ago when HMX)s Arthur Bellaire was casting around for some kind ol theme to tie all the (il bulb promotions in one
package.
"' I here were lots of sales features in the bulb line, but we needed an interest element, a chaiac
ter to relate everything," Bellaire
recalls. "1 felt that Mi Ma would be ideal for this purp I'm glad to s.i\ our client thought so. tOO "
I he on!) initial problem MUX ) and (il: had when the M un
paign was first proposed was whether or not Magoo's nearsighu ness would be improved by the use ol (il bulbs ( me felt
it should be; others didn't
Final upshot, which has the basic "gimmick" in <d
commercials to the | M
achieves quite obviously
thing he wants in the W8) o( improved lighting wit] ilbs —
onl) it doesn't work for him It works, however, tor ( d
I he new fall campaign foi M
■ will revolve around a pn dential election tie-in M will
function as campaign manager to "Bett) Bright," •> rvn woman presidential candidate In MagOO fashion, he net the
poor girl g »rd in e<J
— although tfu ( d comes through loud
I OU1 during the last
skfential election, thcr.
impaign
\ 0Dl • It
ntil the results came in It turned out son; had K
lor the little cartoot ■