Sponsor (Oct-Dec 1961)

Record Details:

Title:
Sponsor
Date:
Oct-Dec 1961
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Oct-Dec 1961)
Leaf #:
000229
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
March 28, 2024
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Humor and skill come to the front in recent crop of commercials WT PRODUCERS pick 'savvy-made' commercials. Top row (I to r) Nestea (MPO) Mc-E, Jim Manilla, producer; Scott Tissue (EUE) Robert La^hance, producer. Below (I to r) 6-12 Mosquito (CBS Animations) Mathes, Frank Huber producer; Piels (EUE) Y&R, Bill Muyskins, producer AVVY VIDEO COMMERCIALS Top film commercial producers scan their recent issignments and pick a number of savvy agency gems Viewers' interest in new crop of film commercials Js being wetted with considerable humor and freshness Advertising agencies, undeniably, Ire moving toward a level of commercial film making that borders on ae original and frequently brilliant. Tiere is also ample proof that the ecent batch of commercials on the ideo lanes were infused with coniderable suavity, subtle humor, sohistication and soft sell. Film commercial makers — the men dio know agencies best -were re cently asked by a sponsor editor to express themselves about savvy agency television commercial experts. Who, in their educated opinion, were doing outstandingly in the creation of commercials? Who were some of the agencies with sparkling creativity, the agencies with mastery of the difficult art of the television commercial? A number of New York film com PONSOR 16 OCTOBER 1961 mercial producers, unhesitatingly, singled out J. Walter Thompson as one of the foremost agencies responsible for the advancement of the commercial. Also avoiding the trite and imitative, in the opinion of film producers, were such agencies as BBDO, Maxon, J. M. Mathes, Ogilvy, Benson & Mather, McCann-Erickson, D'Arcy, Kenyon & Eckhardt, Benton & Bowles, Norman Craig & Kummel, Doyle Dane Bernbach, Campbell Ewald, Young & Rubicam, Reach McClinton, Papert, Koenig, Lois, Grey, SSC&B and several Canadian agencies. But, above all, the trend was toward selling products with fun and a dash of frolic. Said Lincoln Diamant, vice-president, Daniel & 35