Word: texaco
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Dates: during 1940-1949
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...Texaco Star Theater (Tues. 8 p.m., NBC-TV). Berle's back...
...center of all this to-do is Milton Berle, a jack-of-all-turns vaudeville comic who has gone into television and won a bright new feather for his very old hat. In a space of eight months, Berle's Texaco Star Theater (Tues. 8 p.m. E.D.T., NBCTV) has made him the undisputed No. 1 performer on U.S. TV. His show is a weekly catchall of the things the 40-year-old comic has learned in 35 hard-working years in show business. Berle uses not only his brash, strongbow-shaped mouth to get off his loud, fast, uneven...
...companies have folded their rigs and suspended drilling in Colombia. Last week Shell, having sunk $90 million trying to get profitably established, announced that it was forced to curtail operations. That left only two small outfits drilling for new fields in Colombia. Three big U.S. companies (Socony-Vacuum, Texaco and Jersey Standard's Tropical) have put too much money into old, producing fields to pull out now; but they have virtually given up trying to find new oil for the present...
...Limits. Texaco has hit a new, and somewhat cynical, note by delivering its commercial through a carnival pitchman who impartially plugs snake-oil cures and Texaco products. The commercial ends abruptly with the sound of a policeman's whistle and the pitchman's panicky flight from the stage...
There seems no legal time limit yet to the TV commercial. Kelvinator Kitchen runs for 15 minutes. Since all the plot activity centers around a refrigerator, a range and a home freezer (all Kelvinators), it amounts to a straight 15-minute plug. The barker in Texaco Star Theater continually fondles Texaco products, performs before a curtain picturing a Texaco gas station, and is supported by a close-harmony quartet wearing Texaco uniforms...