Word: brands
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Dates: during 1960-1969
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Outside over a Coke in the plastic cups Sylvia told Murray how the dress was brand new because she bought it for her senior prom but no one had invited her. Murray thought that was nice; he really liked new dresses...
Real People. This kind of pitch, with its view of the consumer as saphead, is still afl too prevalent. But, increasingly, as admen are trying to break through the CEBUS barrier, the old commercial is being replaced with the truly new brand of ad with miracle ingredients some honesty, some humor, packaged with meticulous care. It might be called the uncommercial, and it has transformed the viewer into a consumer of the pitch as much as of the product...
...SURREALISM. This is usually mixed with metaphors come to life: the real dove that turns into a bottle of Dove liquid soap, the Ultra Brite girl who brands strangers with long-distance kisses. There is also an element of "I can do anything you can do" worse. Thus when Aerowax ricochets machine-gun bullets off its "jet-age plastic," another brand looses a stampede of elephants to trample over its "protective shield." The surrealistic approach often has a certain childish charm at first, but with repetition it quickly palls...
...joshing boast that its 101s are "a silly millimeter longer," Winston Super Kings scoff: "It's not how long you make it." Right, says Pall Mall 100s. What counts is whether you're "longer at both ends." Going everybody one less, Player's cigarettes is currently marketing a new brand in Canada that is "five millimeters shorter" than regular size, which means that "you smoke a little less, you pay a little less." If that doesn't make it, there is always Armour Bacon Longs, which are "a couple millimeters bigger" because they "shrink a little less." Sighing, the Camel...
...Dreadfuls seem to be deliberately outrageous, it is because they are. The gimmick game is called "brand recall," and the ground rules dictate that the only ads that anybody remembers are the very good and the very bad. Pretty good does not count. Quick: Which airline promotes its baggage service by shipping its pitchman in a crate with his head sticking out? Everybody remembers greasy kid stuff, but what stuff is supposed to be superior? Which TV manufacturer, to prove that all its money has been poured into developing a better set, shows its board of directors in their undershirts...