Sponsor (July-Sept 1962)

Co. According to one I . S. film producer, "this delightfull) inexpensive commercial, alive with Bubtle humor, epitomi/ed tin theorv dial simplicity is often overlooked in the professional atmosphere surrounding the brain power of an appointed advertising agenev ."' Another interesting sidelight to the festival proceedings I held, by the way, at the Lido Palazzo del Cenema, which faces the Adriatic) was tingeneral view of entries prior to the actual awards. Manx well-known French producers, for example, had predicted that this year's crop of American commercials were not up to standard: that the) were, in fact, quite had. "This view." savs an American producer, "isn't too difficult to understand when von consider the tremendous difference in approach between I . v. producers and those from most of Europe. The French and Italian technique, for example, is bevond a doubt artistic and colorful. The trouble is, it's so artistic and colorful that one tends to ignore the subliminal attempt to sell a product, an end result which the producer seems bent on camouflaging. Instead of an effective blend between the attention-getting technique and the 'sell,' there is such an overwhelming effort to hide the final unveiling that one feels led on a path of trepidation. Bv the time the point is made you begin to wonder if it was worth it." Adding : "However, this is just one man"opinion. Who knows? Maybe the purpose of commercials is to entertain, not sell." The C.oppa di Venezia (Cup of Venice I is given bv the city of Venice to the producing company obtaining the highest average points in the iun's voting. Among the commercials helping Robert Lawrence Productions take it this year were "The (laii ol Story" (through Foote. Cone 8 Belding) and "Boy and Cars" (produced for General Motors, through Campbell-Ewald). With the award went a personal commendation from Liter Taylor, director of the Festival: "This is a most coveted prize, because it means that all your films were of the highest possible standard in comparison with all other entries.'* The La Grand Prix de In Television i ( 'rami Pi ize I won l>\ Ml'( ) Videotronics, Inc., marks the first time in several wars that this award has been given to a U. S. producer. It was taken last year bv a British producer and for two consecutive years before that bv commercials i lured overseas for Chevrolet. This year's winner, "Who Says Beer Is a Man l!ev erage ./ . was w i itten bv Al Hainan ami fa< k W ohl, W lib music bj Mitch Lee. all of I. W alter I hompson. MI'O \ ideoti oni< producer was Bill Susman. The commercial was directed b) Charles I hibin. I he eight major categOl ies lor tv commercials were: live action, 1 5-45 {Please turn to page 48) "THE CLAIROL STORY" (FC&B) was one of several commercials helping Robert Lawrence Productions take the coveted cup given by the city of Venice, the first to an American producer SPONSOR 2 july 1962 "BOY AND CARS" for General Motors (Campbell-Ewald) also convinced jurors of Robert Lawrence skill. The producer obtained the highest average points in voting by six-country jury 31