Friday, December 13, 2013

Convenience products from the fifties. Creative Excellence Fridays

I made the choice to go retro for this week's Creative Excellence Fridays. Stumbling across a Jello commercial from 1958 I was more intrigued by the show it was sponsoring. "Do You Trust your Wife?"


Johnny Carson fans will know this was the precursor to his taking over the Tonight Show in 1962 from Jack Paar. Real sticklers will tell you the show was renamed "Who Do You Trust."

Now on to the commercial. What you may notice, I certainly did, was the casual pace of the presentation. We have learned to digest 15 second commercials as part of media flow. So watching a 60 second commercial almost allows our societal attention deficit to wander. I found half way through the commercial I wanted to go into the kitchen for a snack, come back and watch the rest of it.

It's a pure MadMen-esque feel with the  theme built around "the little woman" and her busy day doing all the domestic duties before the "king of the castle" arrives home from work. This was also one of the many convenience products introduced in the fifties.  These were products built around making her life easier and they were coming out fast and furious.

I did take note on the product claims. Under today's standards they might have a bit of a challenge getting this by AdStandards with the claim "nutritional" describing a bit of milk and a lot of sugar. Although Nutella's present day commercials certainly imply the same message without being so blatant.


Hosts doing live endorsements was common place in the fifties.  And sponsors loved when the endorsements were blended right into the shows.  Here Jack Narz, host of Video Village promotes another convenience product, Swanson TV Dinners.  I do remember as a kid growing up in the sixties what a  big deal it was to set up the little metal tv tables, have a Swanson's salisbury steak tv dinner and eat in front of the set.


Interesting to note,  there seemed to be a lot of gameshow host intermingling. He had a brother, Tom Kennedy who was also prominent in gameshows and Narz was married to gameshow host Bill Cullen's sister-in-law. There must have been some sort of game show convention where, after a few bottles of Faygo and Canadian Club and a years supply of Eskimo Pies they all peaked behind door number 3.

Ron Burgundy would have been proud.

With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.

Ontrackblog is a division of OntrackCommunications Inc.

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