Word: doughboys
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...career that spanned nearly six decades, his aptitude for inventing evocative, easily recognizable corporate identities spawned the Jolly Green Giant, the Marlboro Man, the Pillsbury Doughboy and Tony the Tiger, among other familiar icons of commerce. By the late 1950s Burnett had emerged as a prime mover in advertising's creative revolution, which grew in the glow of television's rise as America's consummate commercial medium. By 1960 Burnett's roster of clients had grown exponentially; at the time of his death the agency's billings exceeded $400 million annually. By last year that figure approached $6 billion...
Then again, no one would confuse personal-injury lawyer Jim ("the Hammer") Shapiro with the Pillsbury Doughboy. He is experimenting with several versions of his one-second spot, at $35 each, in upstate New York. In one ad he yells "Hurt!" while the word comes hurtling at the viewer in large orange letters, above his phone number. Even at a second, the ad is as subtle as a car wreck--and, Shapiro hopes, just as likely to bring him new clients...
...Booz, Allen & Hamilton, a private consulting firm, to help promote incineration in Tooele and other depot sites. A p.r. campaign followed. "We're safely eliminating chemical weapons," proclaims the banner flapping above the Army's storefront office. Inside are flyers describing the chemical-burning process and showing the Pillsbury Doughboy-like inflatable suit worn by incinerator workers. Fewer than two people a day stop...
...easy to flee back to Tiffany, that bastion of riskless excellence. But bravely I hold my ground on 47th Street, like a World War I doughboy dug in on the Marne, because I have finally absorbed an enduring life lesson: children play with the box; adults care about what's inside. So to Tiffany Ariana Trump, I wish a childhood filled with blue boxes with her first name on them. And if in later life she feels compelled to live up to her first name, may she skip the diamonds and instead open a homey little restaurant. Anyone for Breakfast...
None of this matters, because all of it works. Rush has taken to the medium in no time flat. At a svelte 270, his friendly, full-moon face piked on a Pillsbury Doughboy frame, he looks like a defrocked Friar Tuck. More important, he has underlined another aspect of his personality: that of class clown. He woos the camera like an avid freshman on a fluke date with the senior prom queen. He guffaws, he blusters, he bats his eyes, he makes kissy- face. He will do anything to keep you watching...