THE 50 BEST THERE'S NO STANDARD IN WEIGHING TV COMMERCIALS, BUT SOME REALLY DO STAND OUT AS PURE GOLD

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GILLETTE A well-recognized radio jingle-"Look sharp, feel sharp..."-is put to animation in one of the first regularly run TV commercials, often on the advertiser's own "Gillette Cavalcade of Sports" program series, itself one of the first of its kind.

LUCKY STRIKE Another example of how product jingles from radio were put into action with the advent of TV is the dancing cigarettes that twirl and swing and wind up in the Luckies pack for the concluding L.S.M.F.T. slogan-Lucky Strike Means Fine Tobacco.

TEXACO This opening for the "Texaco Star Theater" with Milton Berle represents the be-all and end-all of the early days of commercial TV, with the singing "men from Texaco .*.*. who work from Maine to Mexico" getting every product plug imaginable-"I wipe the pipe, I pump the gas"-into their weekly song, still remembered line-by-line by many people today.

ALKA-SELTZER Speedy Alka-Seltzer, the walking, talking tablet from early '50s-style "stop motion," became a certified Clio classic before giving way to the creative revolution of the 1960s. But he came back a couple of decades later to grace TV screens in singing a new "plop, plop, fizz, fizz" jingle for his brand.

ANACIN The prototypical example of Rosser Reeves' Unique Selling Proposition, this early spot from Ted Bates & Co. positioned Anacin as a "tension headache" remedy by fancifully diagramming a tension headache-and probably causing them all over America.

CHEVROLET When Dinah Shore sang "See the USA in your Chevrolet" on her popular TV show, America made the car the No. 1 nameplate on the new interstate highway system and in suburbia. Campbell-Ewald was the agency then and, with a slightly different name, still is today.

TIMEX Ad historians know Bulova created the watch torture text (including one featuring a fall over Niagara Falls). But the company dropped the idea and Timex took it to new heights for a 20-year-plus run with newsman John Cameron Swayze. Here he describes how waves crash a cliff diver at Acapulco against the rocks, but the Timex he's wearing "takes a licking and keeps on ticking."

MAXWELL HOUSE With the catchy "Good to the Last Drop" slogan and a catchier audiovisual mnemonic, Maxwell House evoked the smell and flavor of brewed coffee, and sales percolated from the very start. The bubbling-coffee sound is so powerful, so memorable that it has been brought back in the 1990s and needs no reintroduction.

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