Sponsor (July-Dec 1952)

Precision Now Offers Unmatched Facilities For 16mm Processing! Here at Precision, we are constantly revising our film processing technique; utilizing new engineering principles and new machinery which enable us to offer 16mm producers the finest processing service they will be able to find anywhere. Mere are some of the neir types of equipment that make M*reeision a leader amona film proeessinq laboratories : New 16m in Developing Machines automatically operated — Maurer-designed to handle the complete range of 16mm work — negative or positive promptly and efficiently. Automatic Temperature and Air Control built to a Maurer design. Rigidly maintain every technical condition necessary to the finest 16mm processing. Electrically Heated and Controlled Drying Cabinets on each new developing machine turn out high quality film, waxed and ready for immediate projection. Precision Film Laboratories — a division of J. A. Maurer, Inc., has 14 years of specialization in the 16mm field, consistently meets the latest demands for higher quality and speed. New Electronic Printer : For the reproduction of magnetic sound to 16mm either independently or in combination with picture prints. New Control Strip Printers operate without notching original — produce fades and dissolves from A&B rolls — incorporate filter changes between scenes. PRECISION FILM LABORATORIES, INC. 21 West 44th St. New York 19, N.Y. JU 2-3970 sponsor: Borden's Instant Coffee agency: Doherty, Clifford & Shentield, N.Y.C. program : Chainbreaks As an object lesson on the power of a medium which makes motion possible in advertising, I'd like to point to this rather simple, uninspired announcement that merely shows the product and its name printed out — with one addition, a spinning top wipes on the product name, a line at a time. The motion of this commonplace toy directs your eye to it and holds your eye on it, until the entire name is on the screen. Despite the irrelevancy of the top and its lack of aesthetics, the simple fact that the top spins does hold the eye, fix the mind and leave an impression — and what more can you ask of advertising? commercial reviews RADIO sponsor: agency: program: Spic & Span Biow Company, N.Y.C. Announcements It's rare that something unusual turns up in a radio jingle, especially in these days of feverish TV activity. Yet the Spic &C Span announcements have come up with the unusual — achieved by a very catchy musical background of maracas and guitar done to a Latin tempo. The gimmick is this: Instead of having the lyrics sung, the commonplace way of handling copy, the announcer talks in rhythm and presents the message against the musical background minus an actual vocal. The effect of this is twofold. It has the virtue of music, making the message memorable as well as listenable; yet there is all the clarity and force of the spoken word in the announcement. With the trouble most of us have preparing lyrics and producing them so that the words are clear, Spic & Span has obviated this problem admirably. The two-announcer copy that leads up to the musical sign-off is probably as competent a piece of hard-hitting copy as you'll ever hear, slugging away adroitly at all competition. Since the two-announcer technique presents a man and a woman, we get excellent change of pace and added interest as well as impact. Production is suberb with every word as clear as a floor just done over with Spic & Span. 42 SPONSOR