Word: croc
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Dates: during 1970-1979
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...longer. Inspired by Minneapolis Public Relations Man Bill Bentzin, a new organization has been formed to help the viewer fight back. Its name is the Committee for Rejection of Obnoxious Commercials-or CROC-and its weapon is ridicule. Last week CROC, which has more than 2,000 dues-paying members, announced its selection of the ten worst TV commercials of the past year and offered the corporations that sponsor them the CROC award: the Lemmy, a walnut plaque topped with a plastic lemon. CROC's list, in order of obnoxiousness...
...CROC also singled out the commercials it liked. One was for Coca-Cola ("I'd like to buy the world a Coke") and another for Alka-Seltzer ("Try it, you'll like it"). Coke, coincidentally, won an Effie (for marketing moxie) and Alka-Seltzer a CLIO (for performance) from the admen themselves. The industry's own awards were also announced last week at the 13th annual American Television and Radio Commercials Festival in Manhattan. Will CROC have any effect? Probably not. All it offers the viewer is vicarious and considerable pleasure: to squeeze-or strangle-Mr. Whipple...