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Top: duPoni pavilion \lrcs.scs research. Center: I iewers will see huge Ford center. Bottom: M estinghouse "Time Capsule" is repeat of '39 success, is due in spots.
General Foods Corp. pres. C. W. Cook <h and climn. Charles C . M or time
inspect models of firm's news-bulletin arches. GF has filmed spots at Fail
vertisers. Industrial giants like RCA, duPont, GE, Scott Paper. S. C. Johnson, Ford, General Motors, Chrysler, Westinghouse, U.S. Steel and Eastman Kodak; foodand-beverage leaders like General Foods, Pepsi-Cola and Coca-Cola; transportation blue chips such as Greyhound, Avis, Eastern Air Lines, Socony Mobil and Sinclair Oil have built pavilions or displays whose budgets often dwarf those of show-business blockbusters like "Cleopatra." It's only natural that the use of such multi-million dollar product showcases as a site for commercials, or as a visual theme, would occur.
Producers in the New York area told Sponsor of such World's Fair location projects as these:
• General Foods, whose Maxwell House Coffee has been named the "official" coffee of the World's Fair, has shot film commercials showing Maxwell House being served in various locations.
• Ford Motor Company has filmed a scries of commercials showing new-model Fords — particularly the peppy new Mustang — being driven at the Fair. (The lord Pavilion, not surprisingly, is seen in the backgrounds. |
• Schaefer Brewing, an old hand at Fair-type displays (there is a reproduction of the original brewery at New York's Frccdomland) hired Videotape Productions o\'
New York to shoot, at the Schaefe
exhibit, a set of location commer cials on tape with Win Elliot.
• Chrysler's Plymouth Divisioi and Socony Mobil teamed up t< shoot the finish of the Mobil Econ omy Run at the Fair for a t>
commercial series.
• U.S. Steel, sponsor of thi opening-night special on NBC-TV shot commercials at the Fair fea hiring the Unisphere, the Fair giant symbol donated by USS. Sim Harry. duPont and The Bell Sys tern, both major exhibitors, havi used their Fair locations as com mercial shooting sites.
The list of such projects growing rapidly last week. A radio tv contact in the Communicationand Public Relations Division 0 the Fair — an offshoot which acb as a combination of clearing liousi and censorship bureau regarding radio-tv commercials, print ads am other Fair tie-ins — told Sponsor
"The World's Fair welcomes tie in ads. but the schedule's getting pretty crowded. Requests for cooperation are running at the rate of about 100 a day for all types ol activity. Radio and tv commercials riOVt amount to a couple ol doZO each week, although this will usual ly include several commercials I any one advertiser."
There's no carte blanche at the Fair for broadcast advertising Since it's a seller's market
April 27, 1964 / SPONSOI