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Alberto-Culver's initial
integrated sell features a
line-of-products display of
the five members of the
VO-5 hair care family —
shampoo, creme rinse,
hair setting lotion, hair
dressing and conditioner,
and spray — tied together
with a "for complete hair
care" theme. Products
involve all three A-C
agencies: Compton, J.
Walter Thompson and
BBDO, with the latter
handling actual production.
—Photo-Board supplied by Radio-Tv Reports, Inc.
makes it one of the medium's leading sponsors.
"We will continue to use piggybacks," he said, "because we think that they are the best vehicle for our products. We do not believe that our products are readily adaptable to integration.
"Imagine our doing an Ipana commercial where, in the middle of brushing, our talent says, 'I have a headache. I think 111 take a Bufferin.' "
Despite the staunch holdouts by such formidable multiple-product sponsors as Bristol-Myers, International Latex and General Mills, is the integration pace quickening?
According to the Code Authority (which, because many spots are submitted to it for classification, sees more integrated than piggyback messages) more commercials are being submitted by sponsors who "want to integrate." The code office reports that several commercials recently classified as piggybacks are being reworked by advertisers who want to meet with
the code's standards for integration.
Among the arch foes of piggybacks, Procter & Gamble, tv's most prolific spender ($18.4 million in spot tv alone during the second quarter of this year) still maintains its nearly year-old position against piggybacks. At that time, P&G announced that it would not pay for any of its spots that were aired alongside piggybacks. But it has no opposition to positions next to integrated commercials under the definition of the NAB code, reports a spokesman for Compton, one of the P&G agencies.
Producers at commercial production houses are cautious, if not outright reluctant, about reporting that there is a "trend" toward integration. Most piggybacks are frankly recognized as such by their clients who simply do not submit them to the code office, such producers point out.
Some producers feel strongly that they must remain apart — even aloof — from the fine and often borderline details involved in class
ifying a commercial as integrated or piggyback. They are, understandably, more involved with the many problems of the production world, which range from acquiring shooting permits to considering the use of the newest camera lense.
Typical of this group is Walter Bergman, vice president of Films Five. "I don't know the difference between an integrated and a piggyback commercial," he candidly admits. "It's strictly a matter that concerns the Code Authority and the agency and client. An agency turns a script over to us, we do our job, and that's it."
However, Robert Bergmann, president of Filmex, is representative of those producers with strong feelings about format.
Bergmann is outspoken in his admiration of the integrated commercial. He suggests that piggybacks "may be more confusing than effective," and he eyes Alberto's move to integrate as a sign of maturity and an "awareness of what sales messages should be."
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