Sponsor (July-Dec 1954)

dahl'a i\ apj w Ii have Bpi ung up in . in. ii kit-. ( > 1 1 it1 produ< i~ began advertising with commercials that are take-offs on populai t\ mysteries. \ml. J-., inevitably, these imitations have in some instances Boftened the impai i ol iln' Bardahl commen ials in those narkets. I. offset this, Bardahl allocated a 1 MH> production budget foi new tv .1 nercials in August 1953, another highei budget in spi ing 1954. I he new commen ials will follow the original fniir Bardahl gangsters and Bardahl iln detective through ;i series of ii adventures thai illustrate technical machinery problems dramatically. The inside-the-engine antics of the Bardahl characters are intended to !>•• informative as well as entertaining. Here's the audio from a representative Bardahl i ommercial: I tympani & music i " I his stoi j i true . . . i musical theme I "It was .'!:2T when the call came in . . . black sedan . . . license nunihei V-139. Friend of the chief ... in bad trouble. I arrived at 8:42 . . . took one look. It was our old friends Dirt\ Sludge, Sticky Valves, Guinim Rings, Blackv Carbon. Onlv one tiling to do ... I .ailed for Bardahl. At 8:44 Bardahl arrived and got down to business. I stingei I "He poured one quart of Bardahl in the crankcase . . . i music I "Fed one pint of Bardahl through the carburetor intake . . . i mu s/« | "" Vdded foui ouiw es oi Bardahl top oil to the gas lank. . . I musu i ■' \t !!: 17 the ho\s gave up . . . Bardahl had done it again. \l >'■: 19 Bardahl turned t" me and -aid: "Bijj shot?' ^ rah." "1 [e II remembei !' (closing theme) Bardahl has run some of the original commercials for a year and a half in some markets without diminishing effect. The firm finds it hard to estimate the average life of a commercial on a national basis of effectiveness. However, when the original series has slacked <>IT in -ales effectiveness, Bardahl has the new series all read) to put in place of the old. To further diversif) its commercials, Bardahl began negotiating for top talent to star in a film demonstration of the product. After months ol planning and negotiations. Pat O'Brien was filmed in summer I 954. This is the first consumer product t\ commercial he has ever appeared in. The climax of the film demonstration comes when O'Brien pour gasoline into oil to which Bardahl has been added. He sets it aflame and lets the viewer see the tremendous heal and pressure which the oil can stand. I lav don says that initial showings of this film commercial have already brought Bardahl a great deal of favorable viewer response. Ole Bardahl. the firm president, -urns up Bardahl tv slralegv a follows: "Basicallv we've been entertaining to build product recognition and iden lification. Nun we will use product recognition as a springboard from which to jump into our involved and complicated technical sales -ton." The L953 Bales success Btorj resulting from tv i being repeated this year. Sales figures for the first foui months in the Western states show a 38$ jump over the first four months ol L953. Incomplete national sale figure-how a first quarter jrain of about T") to 39' < . depending upon the area. I he parent compan) does not a< tuallv produce the product which isold in local gas or service stations. Here's how the firm is set up: The Bardahl Manufacturing Corp. make a chemical concentrate which i shipped to blending plants owned hv it distributors at >t. Louis; Boston; Montreal; Vancouver; Oslo, Norway; Antwerp. Belgium; Florence. Italy ; Mexico (atv. In those plants the chemical is blended into an oil carrier, pur < hased according to Bardahl'. -j n-< i fi cations. Then it is packaged and distributed. Bardahl Manufacturing Corp. itself takes c are of packaging and di-tributing for the 13 Western states In 1953 the blending-distributors and the parent company together ac < minted for the sale of 18 million cans of Bardahl gas and oil additive. Distributor comments continue to praise Bardahls tv effort. One Western distributor, Ward Grisham of Northern California, called the Seattle plant recentl) to congratulate the parent < ompanv . "I thought I was getting used to what tv could do," said he. "But we'vi VHF CHANNEL fcj MANCHESTER. N. H THE BEST SIGNAL— AND LOCAL COVERACE FROM WITHIN THE MARKET of tntirt \ hirt population 110,000 TV families PLUS rfcflj, Fiirhburg area.... 115,000 TV families PLUS ' •. , „ Vermont 15,000 TV families Tofol PRIMARY coverage 235,000 TV families FOUR MILLION PERSONS LIVE IN THIS AREA : I. . -#i'/>i'" >-.} ""-Ji CONCORD • MANCHESTER 3» VT-ZZjL N U -fT -'JT^ ■ HAVERHILL rr# J-fc re-^X"-^ FITCHBURG 28t-r. * LOWELL flLr^kr -""-lot , '^T'tV .' '/ 1CT?*^\ i » JRt '< LYNN BOSTON GRADE B. J-K '■"" J ••■_<"-. WORCESTER ^^^^&^5>' "2 98 SPONSOR