LETTERS

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Eating frog .... er, crow

This is only the second letter I've written to Ad Age. The purpose of this one is to try to undo a problem created by my first one a few weeks back.

That was after seeing the now semi-infamous Budweiser "Frogs" Super Bowl commercial. It bore a remarkable similarity to a Rainier beer spot produced in Seattle some 15 years ago wherein frogs croaked out the brand name Rainier.

"Rip off," I (along with a few others) harrumphed indignantly. Too close to be coincidental. Well, maybe not. Since that first letter, I've been contacted by the suitably upset writer and art director who created the Bud spot. They both guarantee they had zero knowledge of the Rainier spot and that their concept sprang from a small frog pond Michael Smith (the art director) had as a kid. He had even named one pet frog Bud and the other Wiser (Weiser?).

I'm convinced. And want to retract my heated letter and apologize to both Michael and his partner, copywriter Dave Swaine.

It appears they're guilty of little more than being unaware of an old commercial. Me, I'm guilty of shooting (my mouth off) first and asking questions later.

Bill Borders

Chief creative officer

Borders, Perrin & Norrander

Portland, Ore.

Xers well portrayed

Thank you for the three articles on Generation X in the Feb. 6 issue. I was particularly impressed with Karen Cooperman's article ("Reality bites, but group learns to cope"). It's nice to see the media give equal time to somebody from my generation who can speak about our feelings and concerns so accurately, and in a way that doesn't portray us as the "complaining do-nothings" that out-of-touch advertisers have found such recreation in ridiculing.

I'm sorry the subhead for her article does not do us the same justice. By stating that Ms. Cooperman "rues" the cosmic luck of the baby-boomers, you have completely missed the point. We do not rue the luck of the baby-boomers-indeed, we all wished for the same kind of luck when we entered the job market. It just didn't happen to be there.

We want it understood that even though our luck hasn't been quite as good, quite as fast, we have not all been reduced to resentful, self-pitying crybabies who wear nothing but tie-dye and hang around espresso bars.

Aaron L. Smith

Lacon, Ill.

Did it on purpose

Two questions: Was the name of the new Coors beer "Artic Ice " misspelled by mistake? Or, if the agency team created the word "Artic" on purpose, how many meetings were held before they came to that decision? Perhaps they thought Arctic would be too difficult to pronounce .... at least after the first six-pack.

C. Michael Redwine

VP-store development, Giftsmith

Noble, Okla.

Editor's note: Coors said the word was misspelled to make it easier to trademark.

A `M*A*S*H' miss

This Advertising Age reader thoroughly enjoyed your special commemorative issue, "50 Years of TV Advertising." But in your section on the 1980s, you goofed!

In the snippet on the final episode of "M*A*S*H," the accompanying photo featured the show's initial cast line-up from 1972. By the time the show ended in 1983, Harry Morgan as Col. Sherman Potter had replaced McLean Stevenson, Mike Farrell as Capt. B.J. Honeycutt had replaced Wayne Rogers and David Ogden Stiers as Maj. Charles Emerson Winchester III had replaced Larry Linville.

Otherwise, a great issue!

Eron Shosteck

Arlington, Va.

Missed the hat trick

Re the "50 Best" TV commercials: Oh, did you miss a moment-did you miss a twist.

Had you included the Alka-Seltzer "Stomachs" commercial (arguably the spots of the '60s), and the Wendy's "Hot and Juicy" campaign in your top 50, you could have tracked down the only living American with 3-3-3 .*.*. with 3 spots on the list.

Dang.

Where's the fun in advertising?

Dick Rich

New York

Address letters to Advertising Age, Viewpoint Editor, 740 Rush St., Chicago 60611. Fax: (312) 649-5331. Letters can also be posted through the Ad Age Bulletin Board on Prodigy, or by Prodigy E-Mail at EHBU73A@prodigy.com.

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