Word: esso
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Dates: during 1960-1969
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...Tijger in uw Tank; in France, Mettez un tigre dans votre mo-teur; in Italy, Netti un tigre nel motore; and in Britain what else but "Put a tiger in your tank." The star of one of the most popular advertising campaigns ever hatched on Madison Avenue, Esso's frisky, whimsical tiger with the high-octane tail has become a roaring success all over Europe...
...campaigns are sharply revised and toned down for export, the tiger was crated and shipped with only minor changes, such as substituting "motor" for the untranslatable "tank" in the wording of French and Italian slogans. In just the month since it was introduced with unprecedented hoopla as Esso's first all-Europe promotional campaign, the drive has spread to 14 countries, leaving a trail of 1,000,000 tiger tails and such gimmickry as tiger T-shirts, balloons, pencils, coloring books, key rings, windshield decals and jigsaw puzzles...
Despite her undimmable presence, however, the company can stand alone, and in proof of that, Rabb and three other troupe members, not including Miss Harris, performed the hour-long "Don Juan in Hell" scene from Man and Superman last week for TV's non-network Esso Repertory Theater. The fine hour-long performance should build the group's following just when it needs it. With a larger capacity next year in the Lyceum, the aim is to build this year's 7,500 subscribers to 20,000. At Michigan in late September the company will break...
...Esso Repertory Theater, a weekly, one-hour sampling of the U.S.'s flowering rep companies and the only major straight-drama series on TV. The 13 rep groups, winnowed from 22 auditioned by Producer David Susskind, stretch from Washington, D.C., to the state of Washington, and their repertory has a still wider reach-from Euripides to Beckett. Last week the guest company was Chicago's Hull House Theater, their offering was Harold Pinter's demanding The Dumb Waiter. And their rendition? So stunningly effective as to be worth the series' syndication price alone...
...plays are viewable only on nine Atlantic Coast stations, although sponsors farther west may yet buy syndication rights, as they did with Esso's earlier efforts, such as the Festival of Performing Arts series...