Broadcasting Telecasting (Oct-Dec 1957)

THE gentleman is obviously sincere . . . but he's NOTHING like Prudential's protection plan, but out of his element on the speaker's platform. juxtaposition of sign and speaker is unfortunate. PRUDENTIAL SELLS WITH A SMILE Insurance companies sell a service, not a tangible product. This can make it a problem when it comes to tv commercials. Reach, McClinton & Co., for The Prudential Insurance Co. of America Inc., sponsor of the Twentieth Century series on CBS-TV, has come up with a wrinkle: in three new commercials produced for the network show. Prudential is selling with a smile. Featuring actor Tony Randall, the first of the new series (above) was aired yesterday. As expressed by Warner Michel, agency vice president in charge of radio-tv, the conception of comedy for mood or institutional tv advertising for an intangible product is a rare departure (except for animation). He notes comedy is used in farcical, but entirely believable situation. "For example, the Tony Randall commercial depicts him as a bungling speaker at a sales meeting, likes of whom we have seen many times; Eddie Mayehoff in the commercial featuring him is the typical neighbor so preoccupied with himself he doesn't notice how 'disaster' is creeping up on him, and the Ethel and Albert commercial — well, they are Ethel and Albert, having fun with guessing games." Mr. Michel explains the commercials were shot in single takes rather than scene by scene in order to heighten believability — "thus getting the advantage of the flow of comedy and the appearance of a completely natural performance." He adds that the final films "indicate that once a relaxed mood has been achieved, the sales message can be driven home with a much greater impact." Tony Randall is seen as a speaker at a rostrum, replete with placards. He stumbles over words and phrases, laughs at his own weak jokes, drops placards but gets over the message — "be sure to see your Prudential agent." (In a unusual approach, Mr. Randall speaks of the need for insurance since the viewer might fall from a roof, catch a virus, get hit by a train or a bus "or all of them.") Eddie Mayehoff is seen relaxing in his backyard hammock. He has just taken out an insurance policy — even though "nothing could go wrong." The commercial concludes after the hammock's supporting rope separates and Mr. Mayehoff drops from the picture. The third commercial features Ethel and Albert as a guessing game — "you'll never guess who I bumped into" — of course, the Prudential agent. Both the Tony Randall and the Ethel & Albert commercials were produced by R-M-C Productions Inc., the agency's subsidiary in New York. It took four hours of shooting for the 'WELL, just be sure to see your Prudential agent.' Randall commercial, six hours for E&A. The Eddie Mayehoff commercial was shot in eight hours by Robert Lawrence Productions in Hollywood. The Tony Randall commercial will be followed by Mayehoff on Dec. 8 and Ethel & Albert on Jan. 5. The agency team responsible for the commercials: Ted Okon, producer; Mr. Michel, and Herman Raucher, copywriter at Reach, McClinton. Memphis and Columbus prior to seeing whether it will make use of network television next season. These and other Coty broadcast plans and strategy were detailed earlier [Advertisers & Agencies, Nov. 4]. BBDO recently picked up Air France and is intent on "making up" the loss of Revlon Inc. by acquiring a host of smaller accounts. 'Sports Illustrated' Sets Series For Tv With Chicago Chamber The newest Time-Life-Fortune publication, Sports Illustrated, is embarking on a gambit that may become the pattern for a series of tv spectaculars in major U. S. cities, judging by an announcement last week. The magazine will co-produce with the Chicago Chamber of Commerce a series of six monthly hour-long Sports Illustrated Spectacular tv programs on WBKB (TV) that city starting Dec. 14. The Chicago venture will be sponsored by the Polk Bros. Furniture & Appliance Co. chain of stores. The series, to debut Saturday (10-11 a.m.), will feature leading American athletes with instructive demonstrations and will seek to promote physical fitness among youngsters. The idea for the spectacular derived from a recent speech by President Eisenhower on physical fitness and was conceived by the magazine in cooperation with local chambers of commerce. Chicago was selected as the "test city" for the tv experiment and if it proves successful, it will be extended to other key cities, according to Sports Illustrated. The initial series will be produced for WBKB by Dan Schuffman, the station's program manager, and directed by Herb Cunniff. Jack Leonard of Sports Illustrated will serve as advisor, along with Jay Van Dyk, Chicago Chamber of Commerce. The Polk Agency is incentive planner. Avis Moves to McCann-Erickson Avis Rent-a-Car System, New York, has appointed McCann-Erickson, New York, as its agency to handle the $1.5 million advertising and promotion program, effective Feb. 1, it was announced last week by Winston V. Morrow, executive vice president of the car rental firm. Mr. Morrow said the decision to move the account from N. W. Ayer & Son resulted after six months' examination of the company's advertising and public relations program. He said McCann-Erickson was selected after presentations were made by six other major advertising agencies. Effective immediately, Communications Counselors Inc., affiliated with McCann-Erickson, is retained as public relations and publicity counsel for the Avis System, Mr. Morrow announced. Avis has more than 1,200 locations in 800 cities in the U. S. and 5 1 other countries. Slocum, Former Y&R Exec, Dies Larimer B. Slocum, 59, retired vice president and managing director, Young & Rubicam International, died Nov. 19 of a heart attack at his Stamford, Conn., home. He entered the agency business in 1921 at N. W. Ayer & Son, Philadelphia, and remained there until 1940 when he joined Y&R as head of its Canadian subsidiary. Before retiring in June 1956, Mr. Slocum aided in building up Y&R International. Survivors include his wife, a son, a daughter and five grandchildren. Broadcasting December 2, 1957 • Page 37