Broadcasting Telecasting (Oct-Dec 1957)

RAB'S EIGHT BEST IN RADIO 1957 A relaxed, albeit pre-sold, audience of broadcasters, advertisers and agency executives at the Waldorf-Astoria in New York Wednesday listened attentively to a series of eight recorded messages, then applauded their creators. It was conceivable they would hear any one or more of these messages on their radios at home. The occasion was the presentation of awards recognizing the top eight radio commercials of the year (most of them musical commercials). Of the eight, one commercial (Ford) was a three-time winner, while four others were second-timers which had already proved themselves on the air — Budweiser, Pepsodent, Marlboro and Winston. The three first-timers: Texaco, Dodge and Beech-Nut Gum. The jury's job was to designate eight of the numerous messages aired during the year that it considered most effective. Gold-plated records were presented to the agencies involved. Here are the winning commercials: BEECH-NUT GUM Agency: Young & Rubicam: writer: Bill Backer: director John Wellington: recipient: Charles Feldman. Y&R vice president. DODGE Sound: Fiddling Voice #1: Stop fiddling, Nero, and sound the fire alarm. Voice #2: I'm not talking while the flavor lasts. Voice #1: What are you chewing? Voice #2: Beech-Nut Gum. Voice #1: All Rome could burn by then. FORD Agency: J. Walter Thompson; writers: Ed Gardner and Joseph Stone: recipient: Joseph Stone, JWT vice president. Sound: Telephone ring: Lifting receiver Gardner: Hello Duffy's Tavern, where the elite meet to eat — Archie, the manager, speaking. Oh, hello, Duffy, what's with the car? Well, for a guy like you with a champagne taste and a beer bank-roll there's only one answer — buy a Ford. Yeah. I know some of them bigger cars claim their prices is as low as Ford, but what do they give you? You have to kind of scrupamize it through a microscope. Sure, most of them is quoting f.o.b. Detroit against Ford delivered at the dealer's — and they're quoting their minium prices against Ford's maxium. And even at that Ford is hundreds less money. Yeah, they can't argue against Ford's quality so now they're trying to do it with price. Well you know, there's tricks to every trade, Duffy — It's like when we cut down the size of the paper plates so the hamburgers look bigger. All you got to remember is you can buy a '57 Ford for hundreds less than any medium-price car and you get every bit as much automobile. BUDWEISER Agency: D'Arcy Adv.; producerwriter: Bob Johnson; recipient: Harry Chesley, D'Arcy president. Where there's life, there's Bud. At a snowy lodge or a sunny shore, In the mountain's breeze or the ocean's roar, Bud.ioeiser Beer is the one they pour. Whe, z there's life, there's Bud. So enjoy every minute. The best things in life are for you. Life is greet so live it And enjoy B idweiser Beer while you do. Where there's life there's Bud. At a penthouse or a bungalow, Where the bright sun shines or candles glow, Budweiser Beer is for folks who know. Where there's life—where there's life There's Bud — Budweiser. Agency: Grant Adv.; creative director: R. C. Mack; copy supervisor and writer: Tom Blanchard; producer and writer: Ed Beatty; produced by: Special Recordings, Detroit: recipient: Lawrence Mcintosh, Grant vice president. Sound: Electric drill Voice #1: Frank, what are you doing there? Voice #2: Just putting some holes here in the dashboard of my new '57 car. Voice #1: Holes? Voice #2: Button holes, you know. I want some buttons on my dash-board so my car will look modern like the wing-swept Dodge. Voice #1: That's swept-wing Dodge. Look, boy, nothing you can do can change the looks of this old-fashioned, boxy '57 car. You should have bought a swept-wing Dodge in the first place. Voice #2: And miss out on a real bargain? — Pass me those buttons, will you please. Voice #1: Frank, Dodge dealers are dealing now too, you know. Besides, what will you do with that old-fashioned shift lever on the steering post? Voice #2: Oh, hop in and I'll show you, you know. First I put it in drive, then I'll unscrew the lever. I can pretend to use the buttons. Watch. Sound: Car starting. Lever snaps Voice #1: Frank, you broke the lever clean off. Voice #2: Gee, it's stuck in reverse. Voice #1: Frank, look out behind! Your House! Sound: Comic crash Voice #2: / never could see out of that little back window. Voice #1: Let's go see a Dodge dealer. Voice #2: Yeah, my wife can sweep up this car later. MARLBORO Agency: Leo Burnett; writer — lyrics and music: Don Tennant; recipient: Draper Daniels, Burnett vice president. Announcer: Julie London sings the Marlboro song. London: You get a lot to like with a Marlboro. Filter. Flavor. Flip-top box. Filter. Flavor. Flip-top box. Announcer: Marlboro. Popular filter price. Page 30 • October 14, 1957 Broadcasting