U. S. Radio (Oct 1957-Dec 1958)

Hard Sell (Cont'd.) THE CREATION OF A COMMERCIAL: BBDO CHOOSES MUSIC FOR "ZEREX" * 1. TO EXPAND AUDIENCE this fall Du Pont's "Zerex" anti-freeie will concentrate on spot radio using new jingle. Decision is being nnade by group above (left to right) Arnold Leo, radio-tv copy group supervisor; Art Bellaire, vice president in charge of radio-tv copy; Bill Hurst, copywriter; Wells Newell, account eiecutive, and Joe Hornsby, jingle writer. 2. WORDS AND MUSIC get together through efforts of jingle writers Joe Hornsby and Ben Allen with an assist from Bob Davis (behind piano). Davis is the manager for the "Honeydreamers," vocal group that was selected to do the recording for "Zerex." 3. THE HONEYDREAMERS RECORD the brand new jingle while BBDO executives look OT from inside control room. Singing the jingle (left to right) are Kevin Gavin, Marion Bye, Bob Davis, Nan Green, and Bob Mitchell. (oiiiiiioii aim . . . clicnixc selling." Robert Kirschbauni, vice-president in (harge of radio-tv copy, Grey Atlvertising, said, "I would hesitate lo try to dcfnie hard sell and soft sell at this point in the development of radio. There is no longer the (lean ( ii( line ol (Iciii.ik iition iIkiI iheie iisid to l)c in ( oiiinieK iais on the air. It would he lough to listen to a coinniercial antl have to classify it as exclusi\elv hard or soft sell." Do's and Don'ts \\'hile no one interviewed woidd support either s;des school exdus i\elv. each agency executive expressed definite views on the do's and don'ts of siucessful selling in lodavs markets: • Ml. Kirschbauni said research is one 1)1 the keys to pinpointing audience and (omniercial tedinicpie. • I'd Mahonev, \i(e chairman of Commercial copy samples here illustrate Hard Sell (right) and Soft Sell (below). Ed Mahoney, vice chairman of the creative board and vice president in charge of radio-tv, Cunningham and Walsh, translates hard sell and soft sell into visual terms as expressed in the illustrations on preceding page. MUSIC UP AND UNDER GIRL (Sleepily) Morning, you brute. (KISS) Honey, I want to make your mornings even nicer. I hate to see you coming in to breakfast unhappy after raking your face with that old razor. I'm going to buy you one of those new Evenharp Schick Injecfor Rotors, MUSIC UP, THEN UNDER They give you LightTouch shaving . . . shave your whiikeri, not your face . . . and I love your face . . . MUSIC UP. THEN UNDER It only costs a dollar, but they give your dollar back, or even bettor, $1.46 worth of blades free. So I'll buy you one today, my sweet ... an all-new Evorsharp Schick Injector Raior. . . . Hurry home. MUSIC UP AND OUT ANNCR: BRISK FLUORIDE TOOTHPASTE starts instant action against tooth decay — even If you brush in a rush! GIRL: TOOTHPASTE . . . TOOTHBRUSH COY: TOOTHPASTE . . . TOOTHBRUSH MUSIC GIRL: WHEN YOU ARE LATE AND IN A RUSH TO CLEAN YOUR TEETH ... DO YOU REALLY BRUSH? BOY: OR DO YOU JUST . . . BRUSH IN A RUSH? GIRL: BRISK HELPS PROTECT YOU FROM DECAY STARTS INSTANT ACTION BOY: RIGHT AWAY! BOTH: EVEN IF YOU BRUSH IN A RUSH BRISK FLUORIDE TOOTHPASTE! ANNCR: You should brush your teeth thoroughly but when you have to brush in a rush, BRISK FLUORIDE TOOTHPASTE starts instantly to fight tooth decay. BRISK actually helps strengthen tooth enamel Instantly ot contact! And BRISK Instantly destroys most bacteria that cause mouth odor and decay. For instant action . . . oven if you bruih ir) a ruth, get BRISK FLUORIDE TOOTHPASTE. GIRL: BRISK HELPS PROTECT YOU FROM DECAY STARTS INSTANT ACTION BOY: RIGHT AWAY! BOTH: EVEN IF YOU BRUSH IN A RUSH BRISK FLUORIDE TOOTHPASTE! 20 U.S. li tnio \i>\(iiil)ei l'.>."i7