Super Bowl XXX was the first of two big game games where big-game newcomer Oscar Mayer sponsored the halftime show and used its expensive ad time to recap a months-long talent search. Auditioning kids could either sing the "Oscar Mayer Wiener Jingle," the one that goes "Oh I wish I were an Oscar Mayer wiener,” or the company's "Bologna Song," the one that spells your bologna’s first and last name. The kids’ amateur performances here make a cute contrast with the power of that year’s halftime performer, Diana Ross.
The agency on the campaigns, longtime Oscar Mayer shop J. Walter Thompson, also originated the songs -- the first one in a different kind of contest. Oscar Mayer didn’t hire a new creative shop until 2006, when it tapped WPP sibling Ogilvy & Mather to take over.
The Oscar Mayer Wienermobile also turned up in Super Bowl XXX’s Mail Boxes Etc. ad “Top Dog.”
BRAND: Oscar Mayer
AGENCY: J. Walter Thompson