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4. Poll Mttll Cigarettes
Pall Mall, a "long" cigarette made by American Tobacco Company subsidiary American Cigarette & Cigar Company, surged into fifth place last year. It thereby continued an upward trend of the past several years and displaced Old Cold in the process. A substantial part of Pall Mall's success is undoubtedly attributable to its use of network radio, namely The Big Story. Actually, about 40' ,' of the Pall Mall ad budget goes to radio, with a large part of the remainder tagged for the TV edition of The Big Story.
The cigarette's present commercial, introduced on 13 December 1950, is vastly different from the one which preceded it. Pall Mall's earlier commercial made a great to-do about "ihroat scratch,"' illustrating its unpleasantness with a sound much like a machine-gun. While it was not meant to be irritating, according to agencyman William N. Spire, vice president of Sullivan. Stauffer, Colwell & Bayles, it was certainly "arresting." Present Pall Mall commercial breaks sharply from this earlier approach, uses portions of melodic song.
Describing the new approach, Spire says: "We aimed at getting a change of pace into the new one. The copy did not change, however, we still believe in hard-hitting "reason why' copy. Andrew J. Love, who has done musical work for us before, experimented until he got what we wanted. It required 40 takes in the recording studio before we got it exactly right."
New Pall Mall commercial leads off with a singing portion:
Group: "Guard against throat-scratch! Guard against throat-scratch! Guard against throat-scratch! Enjoy the smooth smooth smoking of fine tobaccos. Smoke a 'Pell Mell." Announcers Chappell and Harrice then alternate in giving the story of Pall Mall's greater length, filtering the smoke further, making it mild.
What makes the singing portion. quoted above, so unusual is the range of musical style packed into such a short segment of 1\ tics. "Guard against throat-scratch" is delivered like a college cheer — in "we want a touchdown" fashion. This is followed by a very melodic bit: "Enjoy the smooth smooth smoking ... of fine tobaccos." The word "smooth" is drawn out and the sentence ends with an unexpected jump from a low to a high note. "Smoke a
Mr. Rober
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Ted Bates
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New York
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Dear Bob:
Th' new
WCHS Clockwatcher Show
is goiri great guns.
Yessir, Bob, folks
'round Charles
Jiff}
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5:30 till 9:00
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each weekday
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before hit had
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K' ME
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will;
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know what kind
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yog
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^
sjiots on ! Hit's really goin' ter
**«74
w
town!
Yrs. Algy
w
c
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Charl
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or
, W. Va.
SPONSOR