Sponsor (Oct-Dec 1964)

Record Details:

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Gag shot of Hardman Associates group finds them gotten up as union laborers on steps of firm's PiStsburgh office. Karl Hardman, founder, wears tie at lef/ rear. Marilyn Eastman, commercial directress and frequent voice in humor spots, is at right. Cen er group is engineering staff. Indian sitters at left and right front are, respectively, Jon Curtis, assistant sales mgr., Frank Doak, v. p. -sales. Pittsburgh production house finds There's a market for Mocal ■ The commercial was a spot radio announcement for a Pittsburgh-area auto dealer — but it wasn't the usual local-level airsell. It had none of the innocuous "boiler plate" sound of an open-end e.t. produced for auto dealers by a Detroit auto maker, and it was a long way from a straight-copy local blurb. The commercial went something like this: A car slides smoothly to a halt. A puzzled construction worker asks the girl driving the car: "How'd you get that car up here? The road's been dynamited for three miles back." The scene continues to build in this vein; the car has been driven across a gorge before the bridge was built, through acres of mud, up wild grades, etc. etc. The girl driving the car is polite, but puzzled. She's driving a new Ford Falcon, and doesn't see anything so extraordinary about the situation. Finally, the construction man asks her to give his stalled earth-mover a push. She's delighted to help, but then realizes the problem. "I'm afraid," she says sweetly. "that our bumpers won't match." The spot concludes with a tag for McGill Motors, a large Pennsylvania Ford dealer. 44 There's a more-than-casual resemblance between this kind of spot and the high-priced commercial humor produced by Hollywood's Stan Freberg and Alan Alch. But the McGill spot radio announcement was one of the latest in a string of some 600 commercials produced by a Pittsburgh concern, Hardman Associates, which believes that there's a market for "humorous sell" among regional and local advertisers as well as in the ranks of wellheeled national corporate giants. Launched in 1962 by Karl Hardman, an alumnus of KDKA Pitts Delivery is made by Miss Eastman to Ketchum, McLeod & Grove agency's Bill Burchinal, commercial radio-tv producer, and Betty Zimmerman while chauffeur goes through deadpan act. SPONSOR