Variety (July 1957)

Wednesday, July 31,' 1957 PfilBEff XV FILM ASM'AL 59 TV FILM COMMERCIALS PRODUCED SINCE JAN. 1,1957 ADVERTISER Joseph Schliiz Brewing . John Deere ...Deere Farm Equip. Minnesota Mining Mfg. ..Scotch Tape . Schmidt Brewery.. Schmidt Beer . Deep Reck.Oil........ Northern States Power.. Service .. International Harvester.IHC Farm Equip. .. Glass Wax ...Glass Wax . Minneapolis Gas .../.NatL Gas. Northwest Airlines ._Northwest Airlines . Speed Queen .,.. Pillsbury Mills .Ballard Corn Bread Int’l. Harvester Truck Div. .. IH Trucks. Gedney ... Gedney Pickles ...... Top Value Stamp. . Crestline Windows ........... Crestline .. REID H. RAY FILM INDUSTRIES, St. Paul. Reid H. Ray, Pres. 5 2 7 2 10 24 1 3 4 4 1 IS 7 3 2 HAL ROACH STUDIOS, Culver City. Hal Roach Jr., Pres. Armour ...Dial Shampob .. .•. 2 Balova Watch. 12 Colgate-Palmolive .Cashmere Bouquet.. 2 Hammond Organ.Hammond Chord Organ . 3 Helene Curtis Industries ......Spray Net... 8 ' Liebmann Breweries . .Bheingold Beer . 21 Lentheric.Tweed Hair Spray___ 3 Tweed Soft Fragrance Shampoo 1 Lucky Lager Brewing .Lucky Lager Beer. 4 Motor Wheel ......Duo Trim Lawn Mower. 1 Nestle ...Nescafe ... 5 Simoniz .,....Simoniz Floor Wax. 2 S.O.S.......S.O.S.... lit Tuffy . 1 Toni .Hush ... 1 SARRA, New York, Chicago. 2 18 11 Union Pharmaceutical .Imra Exquisite Form Brassiere.. Peters Div. of Int’l. Shoe .... .City Club Shoes. Procter A Gamble..Blue Cheer. Timken Roller Bearing..... Liebmann Breweries .Bheingold Beer_. Pet Milk ....Pet Evaporated Milk & Instant - Pet Nonfat Dry Milk. Revlon ... .......... .Bevlon Eye Fresh. ©’Keefe’s Brewing, Ltd..Old Vienna Lager Beer ....... J. A. Folger ... Folger’s Coffee.. Yonkers Raceway ....‘... Jackson Brewing.,»,Jax Beer.... J. C- Penney,. . .. Bristol-Myers ..Minit-Rub ................... National Biscuit.. Plough ... Plough .. Prudential Insurance ... Balova Watch...... Procter Sc Gamble, Canada .... New Pink Camay Soap . Sehoenling Brewing ..;.Schoenling Beer ....... John H. Breck .... .Breck Hair Set Mist ... -Mennen ...Mennen Foam Shave Sc Afta Shave . Bristol-Myers .. Ipana Toothpaste ...... Valentino Sarra, Pros. 1 .Musterole .. >. St. Joseph Aspirin . Remington Rand ........ Wesson Oil & Snowdrift Sales. .Wesson Oil.. Abbott Lab, ..Sucaryl .... American Dairy Assn. ;....... 4.. * Anheuser-Busch Brewing .Busch-Bavarian Beer ......... Armour .....*. Peter Eckrich.Meat Products .. Joseph Escalante ..Aurelia Cigars, Corina Cigars.. Heilemah Brewing ..Heilman’s Old Style Lager Beer ~ Helehe Curtis Industries .... 4. Spray Net, Stopette .......... « , Enclen, Kingsmen Toiletries >.. International Shoo .....Peters Branch, City Club Shoes Johnson Motors ... Johnson Outboard Motors ..... Kellogg .....Corn Flakes ....I. Kiekhaefer .. Mercury Motors , Kraft Foods . . 1 2 1 5* 1 5* 2 6t 3 9t 12 6 3 2 * 6 * 7 1 "io 4 lot 1 ■4 8 8 5 3 8 4t 4 8 12 6 2 3 1 2 .fcraft Mayonnaise.1 Nebraska Consolidated Mills.. .Duncan Hines Cake Mixes Pet Milk ...*. .Pet Evaporated Milk ....... Pet-Ritz Frozen Pies . Procter & Gamble ...........Flnfifo ... Quaker Oats ................. Aunt Jemina Pancake Mix . Swift...Swift’s Prem ... Wanzer Milk .......:.. Zenith ...Zefiith TV, Radio and Hi-Fi 11 - 5 5 8 4 1 1 6 (Continued on page 82) 1 2 1 S 12 2' 2 2 2 2 10 1 5 5 Direct 1 BBDO 2 BBDO 1 Winius Brandott 10 Campbell-Mithun 15 Direct 1 Campbell-Mithun Direct 2 Campbell-Mithun f 3 Geer-Murray Campbell-Mithun 8 Direct 7 Ray Jenkins 2 Campbell-Mithun 2 Stein Foote, Cone & Belding McCann-Erickson 2 Bryan Houston 2 Young Sc Rubicam 8 Earle Ludgin 5 * Foote, Cone Sc Belding 2 Gordon Best Edward^I. Weiss McCann-Erickson 1 Young Sc Rubicam 4 Bryan_ Houston 2 Young Sc Rubicam McCann-Erickson 1 McCadn-Erlckson Tatham-Laird 1 Grey, N. Y. 1 Grey, N. Y, 1 Henri, Hurst, McDonald, Chi 1 Young Sc Rubicam, N. Y. 1 BBDO. N. Y. 1 Foote, Cone Sc Belding, N. Y. 5 Gardner, St. Louis 1 BBDO, N. Y. 2 Comstock, Buffalo Cunningham Sc Walsh, N. Y. Lester Harrison, N. Y. Fitzgerald, New Orleans 4 Ralph Allum, N. Y. 1 ‘ Doherty, Clifford, Steers, Shen- field, N..Y. McCann-Erickson, N. Y. 3 Lake-Spiro-Shurman, Memphis 1 " Lake-Spiro-Shurman, Memphis 1 Calkins Sc Holden, N. Y. McCann-Erickson, N. Y. 2 F. H. Hayhurst, Toronto ~R o ilman 1 H. B. Humphrey, Alley Sc Richards, N. Y. McCann-Erickson, N. Y. 2 Doherty, Clifford, Steers, Shen- field, N. Y. Young Sc Rubicam, N. Y, 8 Fitzgerald, New Orleans 1 Tatham-Laird 5 Campbell-Mithun 3 Gardner, St. Louis 3 Tatham-Laird Direct Edward H. Weiss 8 / Earle Ludgin 8 Earle Ludgin 1 _ Edward H. Weiss 1 Henri, Hurst and McDonald 3 J. Walter Thompson 1 Leo Burnett 1 McCann-Erickson 1 J: Walter Thompson 8 Gardner, St. Louis 5 Gardner, St. Louis 5 5 Tatham-Laird 1 J. Walter Thompson McCann-Erickson 1 George H. Hartman 5 Earle Ludgin Yes, We Said 'Public Service’ By J. R. BINGHAM (Pres, of Association Films , Inc.) This summer some five million Americans will learn about onej»f the great men of God—and our times—Dr. John E. Ross, the “mon- ganga”. as they call him. This means “white doctor” and to the natives of Lotumbe, deep in the Belgian Congo, he is their spiritual leader, healer, counselor, friend, and comforter to the halt, the lame and the blind. Smith, Kline Sc French Laborato¬ ries has made a motion picture about Dr. Ross, called “Monganga.” It is an inspiring, deeply-moving account of the man's day-to-day activities in this rugged, remote country far up the Momboyo river. Camera crews have caught the power and meaning of Dr. Ross’ work as he treats a leper, comforts a young mother-to-be, performs delicate surgery, leads his congre¬ gation in hymns (playing the organ himself), and shoWs a family how to build a durable home using stone and mortar. It is one of the great docu¬ mentary-biographies and one of tha most important public service contributions a company has ever made. Through Smith; Kline & French, prints are being mada available to TV stations, churches, clubs and other community organi¬ zations for free loan. . “Monganga” is probably the only hour-length medical documentary to be televised a second time on NBC-TV, due to the unanimous acclaim of critics and the thousands of phone calls, telegrams, letters and personal messages from view¬ ers who requested that It be re- shown. The film was presented both times on the award-winning “March of Medicine” series, spon¬ sored by Smith* Kline Sc French in cooperation with the American Medical Association. This story of a dedicated man Is now being seen by additional mil¬ lions of viewers on a statiob-to- station basis. Already 70 stations have scheduled it for the summer months, with WRCA-TV (NBC's flagship outlet in New York) sched¬ uling it for another (its third) tele¬ cast on Aug. 17. Untypical Pahserrice “Moitgana” is a most on-typical public service film. It runs 56- minutes, an all but unheard-of 1 length for sponsored films; it con¬ tains absolutely no product iden¬ tification; and it deals with such subjects as disease, the triumph of faith over ignorance, and personal tragedy (Dr. Ross saw his-four chil¬ dren die within one year—not in Africa, but in the United States from a rare malady). This Is just one of the hundreds of industry-sponsored films In dis¬ tribution today. National adver¬ tisers, industrial associations, in¬ stitutions of learning, resorts, large manufacturers, small busi¬ nesses, utility companies, railroads, the airlines, bus companies—even foundations, use the medium. For 46 years we have distributed films from industry on subjects ranging from accounting to zoology. The “show places,” the community “theatres,” if you will, have been the schoolhouses, the churches, the industrial plants, the clubrooms, boardrooms, grange halls, offices, department stores, lodge rooms, union halls and, for the past 10 years, America’s living rooms, through tv. The industry-sponsored film has become the most widely-used, widely-seen, and influential infor¬ mational motion picture there is. It teaches, trains, enlightens, en¬ tertains, motivates, inspires, pro¬ vokes (thought and action),, and challenges the community and ti’e individual. It is, without doubt, one of the great mediums of com¬ munications and. without excep¬ tion. the most versatile. What other instrument of com¬ munications can play in theaters, in classrooms, on tv, before club groups. In' church rooms, in hos¬ pital wards, and in other “meeting places” too numerous to name? In 1946, one of the first films we booked to a tv station was, by coin¬ cidence, also about Africa. Called “Liberia, Africa’s Only Republic ” it is still in active, wide distribu¬ tion, doing handsomely even though two “successors” about (Continued on page 70)