Sponsor (Apr-June 1964)

COMMERCIAL CRITIQUE Life in ttie commercial factory \ Bob Levenson m president :n»l copj mpcnrlMt ink Dane Bcrnbacfa liiiNk IV I i N< ON I R! D \ PI <>| : rherc is one outfit that (.Iocs racticall> ever) commercial we v on tele\ ision. I Ik\ must be making a fortune, cause almost everyone uses them. I began to suspect the whole ing when I judged several huned i\ commercials during the ">4 American T\ Commercials .-stival. I couldn't find an) other waj to i the fact that so main de lorant commercials use girls in wels. fresh out of their showers Or that almost everv ground commercial lias a close-up ■t of a s^xip in ;i coffee can, th magnified sound. Or that so main instant coffee mmercials demand that you make B Stuff b> the pot instead of In E cup. Or that ever) mentholated cigar C commercial has practically the me cool music running underneath \ltcr a hundred or so commcr' lis. went by, I began to muse out what life in the commercial l.torv must he like. Vet I Risk Naught. agcnc\ president, calls one Stockton Shott. Shott receives the call in his off. Sum i : Yes, this is Stock Shott. You bet. R N . I'll be right over Vet II We are in Risk Naught's office, at his advertising agency. Shott is being shown in. Bob I and copy supervisor at Doyh Dane Bernbach. I In accounts In works an include Volkswagei I .)/ {Israel) lirlim t, tin Government I <>ui i^; i ./ the s.i/jv ( orporation. \ u (,ii i : i excitedl) ) I his is the biggest thing that's ever hit us. Stock. I hope you people will be able to handle it. Sun i i I >on'1 worrj . bain R( member our motto: the past is yet to come. N \i GH I : I know that But this one's ;i little different. I here's never been a product like this before. Sikh i ( ome. come. R, N you're taking this prett) seriously, aren't vou ' \ ou're beginning to sound like a commercial yourself. N \i GH I : How ^au I through to you? <>ui client. Red. W hite & Blue. Ine . has an lnter-Office Memo Reprocessing Department \nd they've come up with a In -product that does anything! Siioi i : i opening on< Vnythin N \i (,n i I hat's right sonn\ It tepl.i , bal oil it, tr. n SH( IT! I i| )ust the || I here s this happ) famil) in their 1 Cod dim tt n m gh r: Not S I Ins stun is different It foi headaches, Sik.i i i ;ot )iist the || I lute's tins pendulum thai swings back and forth n o (,m i n, .hi re not with i sweetie > ou can mal out ol it ( )i hiush \,.ur teeth with it sh I've got just the shot I his little kill brushes his teeth and his pants |.||| down. N \\ GH I I think I'm you > OU Can wash clothes m it . . . Si km I I've got |ust the shot I here's this lad) folding h C r wash and smelling hct n vi (.ii i I ook, friend, I'm in double .tnd you're making jokes I his stufl replaces everything / i (•/ y thing. And n nevei g e t used up. Do you understand ' Sim i i i opening his other eye) I am not makii I've been in this business a long time I have I l basic situations down pat, \nd I have I ! variations ol them \l. grandchildren w ill still be mal mercials with mv material with an) luck, they'll never have to expose another foot ol lilm N w GH I I hat's \erv nue tor your grandchildren, but what d>> we i.\o today? s i Well, R n . n th get tOO tOUgh, we can strm I 1,000 items together and ^ the quick-CUt commercial to end all quick-cut commercials l way, we touch ever) base and nobod) can tell what's . N \i (.in I hat's -t' I hat's it' Si Shott, you've done it aj I sn n of m in time to catch the mercial that wa shown that ,\a\ ting thin this whole tale is that when I found thai I reall) mine. • S'NSOR / April 27. 1964 17