Word: schmertz
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Dates: during 1980-1989
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...response from business was irritation, self-defense and what amusement it could afford. Du Pont Chairman Irving S. Shapiro called Big Business Day "an ideological Woodstock." Mobil Vice President Herb Schmertz said it was "demonstration by press release." The U.S. Chamber of Commerce covered the front of its Washington office with gigantic American flags and probusiness signs. "This is obviously a self-serving day by Ralph Nader and some labor leaders," said President Richard Lesher. The conservative Heritage Foundation declared April 17 "Growth...
...with Schmertz...
...with fables, up with Mobil, up with Herbert Schmertz [Feb. 11]. I have been highly entertained and intellectually stimulated by these clever commercials. Edward and Mrs. Simpson is excellent; the commercials are better...
Mobil had no trouble in persuading other stations in the three cities to pick up the series, but Herbert Schmertz, the firm's vice president for public affairs, was nonetheless outraged by the stations' actions. Adding to his anger was the earlier refusal of the three major networks to run a more straightforward, nonfabulous commercial. That spot maintained that Mobil's profits are actually lower, in terms of return on invested capital, than those of the networks. The networks' response was much the same as that of the Post-Newsweek stations, but a spokesman...
...Schmertz, who had them adapted from a series of Mobil newspaper ads, has enlisted such talents as the American Ballet Theater and Mimes Robert Shields and Lorene Yarnell to act out his messages. One of the most elaborate of the spots, the tale of a misunderstood elephant, combines cartoon animation, costumed frolicking by the Lar Lubovitch Dance Company and a clever voice-over (see box). In another, the A.B.T. dances out the story of a squirrel who was good at finding nuts...