retro advertising Archives - Retro Reminiscing Video and Pictures

Pepsi’s “You’ve Got a Lot to Live Campaign

Do you remember this Pepsi jingle? Because this one was designed to do a lot more than sell you a bottle of soda.

This 1970 commercial, called “Portrait of America,” was part of Pepsi’s “You’ve Got a Lot to Live, and Pepsi’s Got a Lot to Give” campaign. Watching it again, what strikes me is how little time they spend actually selling Pepsi. Instead we see racing, boats, city streets, beaches, children, couples and ordinary Americans simply living their lives.

And then there’s that song.

The music was written by Joseph Brooks, who years later wrote “You Light Up My Life.” Pepsi described the sound as “gospel rock” or “jubilation rock,” with a big communal chorus meant to sound hopeful and uplifting. It reportedly grew out of a protest song Brooks had written before being reshaped into the Pepsi theme.

That makes a lot more sense when you remember what America felt like around 1970. BBDO realized that the carefree “beautiful young people doing beautiful things” advertising of the earlier Pepsi Generation no longer completely reflected a country watching war and social unrest every night on television. Their new goal was to be real and involving, even searching the country for real people doing real things.

Maybe that’s why this jingle stuck. It didn’t tell us Pepsi tasted better. It told us we had a lot to live for.

Do you remember hearing this one on television?

MIGHTY MOUSE & ZESTABS — WHEN CARTOON HEROES SOLD VITAMINS

Seeing Mighty Mouse selling vitamins takes me right back to an era when our Saturday-morning cartoon heroes seemed capable of selling just about anything. In this commercial, Mighty Mouse gets clobbered by a cat, takes a Zestabs chewable vitamin and suddenly turns the tables — not exactly subtle advertising, but certainly memorable!

There’s actually much more history behind this little commercial than I expected. Zestabs came from Sauter Laboratories, a division of pharmaceutical giant Hoffmann-La Roche. That strange “Mighty Mouse — Nutley, New Jersey” slate at the end makes sense once you learn that Roche’s longtime American headquarters and research complex was in Nutley.

The campaign also arrived just as people were beginning to question how products were marketed to children. Zestabs came in fruit flavors and later chocolate, and groups such as Action for Children’s Television objected to advertisements that made vitamin pills look and taste too much like candy. By 1972, Hoffmann-La Roche said it had stopped placing its vitamin commercials inside children’s programs, although Zestabs advertising continued elsewhere on television.

And here’s one connection I never expected: years before Pretty in Pink or Two and a Half Men, Jon Cryer says his first paying acting job at age four was a Zestabs commercial.

Happy Meals

Here’s a commercial showing the beginning of something that eventually became such a normal part of childhood that it’s hard to imagine McDonald’s without the Happy Meal.

This commercial is from 1979, the year McDonald’s took the Happy Meal nationwide. But here’s something that confused me at first: the Happy Meal actually dates to both 1977 and 1979.

McDonald’s was already test-marketing Happy Meals in selected cities beginning in 1977, and the company even filed the HAPPY MEAL trademark that year. Those early tests gave McDonald’s time to refine the meal, the packaging and the prizes.

Then in June 1979, the Happy Meal officially went national with the colorful Circus Wagon boxes. That’s why 1979 is usually considered its official birthday.

And those first boxes weren’t tied to Disney, a movie or the latest cartoon. Inside you got a hamburger or cheeseburger, fries, a drink and McDonaldland cookies, along with prizes like an ID bracelet, Doodler ruler or McPuzzle Lock.

I also didn’t realize how complicated the “who invented the Happy Meal?” story was. Advertising executive Bob Bernstein said the activity-covered box was inspired by watching his son read cereal boxes at breakfast. But in Guatemala, McDonald’s operator Yolanda Fernández de Cofiño had already created a smaller children’s meal called the Menú Ronald, complete with a gift.

And McDonald’s wasn’t even the first burger chain to try the idea. Burger Chef introduced its Funmeal in 1973 and later sued McDonald’s over the similarities.

What amazes me is how quickly it all took off. By the end of 1979, McDonald’s was already doing movie tie-ins, and from there the toy became almost as important as the food.

Do you remember your first Happy Meal — and were you more excited about the hamburger or the toy?

Before Taxi, Judd Hirsch Was Selling Us Listerine

Take another look at the young radio DJ in this commercial. That’s Judd Hirsch, years before Taxi, Ordinary People and the long career we know him for today.

This spot appears to be from around 1970, when Hirsch was still trying to establish himself as an actor and doing commercials to make a living. What I didn’t know was that before acting, he had earned a degree in physics and actually worked as an engineer. A few years after this commercial, his career began taking off, and by 1978 he was Alex Rieger on Taxi, eventually winning two Emmys for the role.

But the other star here may really be Listerine’s advertising.

Most companies tried desperately to convince us their products tasted good. Listerine basically said the opposite. Its famous campaign was “The taste people hate twice a day.” In other words, yes, it tastes awful — but that must mean it works!

And boy did we believe that.

Listerine had actually been around since 1879, originally developed as an antiseptic rather than an everyday mouthwash. By the 1920s, advertising helped make the word “halitosis” part of the American vocabulary and convinced generations that bad breath could ruin everything from a date to a marriage.

Looking back, I think the burning sensation became part of Listerine’s identity. You swished it around, tried desperately to make it the full 30 seconds, and then came up gasping for air!

And sitting there in this old commercial is a young Judd Hirsch, probably with no idea that millions of us would someday know him as one of television’s most familiar faces.

Did you recognize Judd Hirsch right away — and be honest, how long could you actually keep old-fashioned Listerine in your mouth?

When we were growing up, did we really think Ragu was authentic Italian food?

I think a lot of us probably did — or at least we never questioned it. The commercial ended with “That’s Italian!”, there was an Italian family gathered around the table, Mom or Grandma knew good sauce when she tasted it, and that jar somehow represented the Old World.

And the interesting part is that Ragu really did have authentic Italian roots. Assunta and Giovanni Cantisano came to America from Italy in 1914, settled in Rochester, New York, and in 1937 began selling Assunta’s homemade family sauce from their home.

But by the time we were seeing commercials like this one, Ragu had become something quite different — a huge American packaged-food brand. It went national around 1970 and absolutely dominated the jarred spaghetti-sauce business. By 1975, Ragu reportedly controlled about 65 percent of the prepared spaghetti-sauce market.

And those commercials were a big reason why. Beginning in the 1970s, millions were spent selling us “That’s Italian”, using the family, the kitchen, Mom and Grandma and all the familiar Italian-American imagery to make opening a jar feel like somebody had been simmering sauce all afternoon.

Of course, what Italians traditionally call ragù can be very different. The official Bolognese version is a slow-cooked meat sauce with pancetta, vegetables, wine and relatively little tomato — quite a distance from the red tomato sauce most of us poured from a jar.

So maybe Ragu wasn’t exactly Italy in a jar. It was really an Italian immigrant family recipe that evolved into a very American idea of Italian food.

And apparently the advertising worked on us pretty well!

Be honest — growing up, did you think Ragu was authentic Italian sauce, or did your family insist homemade was the only real thing?

Jiffy Pop — Was It More Fun to Make Than Eat?

It’s Friday night, and this one brings back that whole feeling of the weekend finally being here. Maybe there was a movie coming on TV, maybe we were allowed to stay up a little later, and somehow popcorn just seemed to belong with Friday night. And if somebody pulled out a Jiffy Pop, making the popcorn became part of the entertainment. Standing at the stove, shaking that pan back and forth and watching the foil slowly puff up was almost as much fun as eating what was inside.

There was popcorn, and then there was Jiffy Pop, where half the entertainment was watching that aluminum foil grow into a giant silver ball.

Looking this one up, I found that Jiffy Pop goes all the way back to 1959, but it wasn’t actually the first popcorn sold this way. A product called E-Z Pop had been around since 1954, and its manufacturer eventually sued Jiffy Pop’s makers for patent infringement. The case went all the way to a federal appeals court, where Jiffy Pop won in 1963 partly because its foil expanded differently.

The magician connection in these 1970s commercials wasn’t just advertising make-believe either. Harry Blackstone Jr. was a genuine professional magician, and in 1976 Jiffy Pop was promoting the product as “the magic treat.” Blackstone came from quite a magic family — his father was The Great Blackstone, one of America’s best-known illusionists and a contemporary of Harry Houdini.

Harry Jr. went on to become a major star himself. He was twice named Magician of the Year by the Magic Castle, took his show to Broadway in 1980 and later donated his family’s famous floating-light-bulb illusion to the Smithsonian.

And Jiffy Pop certainly outlasted these commercials. It even had a memorable role in the opening of Scream in 1996.

Best of all, Jiffy Pop is still being made today. Some products really don’t need much improving — watching that foil balloon get bigger was the whole experience!

Since it’s Friday night, this seems like the perfect one to ask:

What memories does Jiffy Pop bring back for you — family movie nights, staying up late watching TV, or trying not to burn the bottom?

Cathy Rigby Built Quite a Career After the Olympics

This old Cathy Rigby Stayfree commercial brings back a completely different Cathy Rigby memory for me.

Back in the 1990s, I worked as a Communications Specialist at Caldor’s corporate headquarters in Norwalk. We were opening a new store in Pennsylvania and Cathy Rigby was there to meet customers and sign autographs. What I remember most about her personally was how soft-spoken and very polite she was. Nothing flashy at all, and that stuck with me.

Most of us remember Cathy first as the young American gymnast who became one of the faces of the sport. She competed in the 1968 and 1972 Olympics, but something I had forgotten is that her most historic medal didn’t come at the Olympics. In 1970, she won silver on the balance beam at the World Championships, becoming the first American gymnast ever to win a World Championships medal.

After retiring from competition, she did something a lot of famous athletes struggle to do — she kept finding ways to turn that recognition into a long career.

There were the Stayfree commercials, which became one of her best-known endorsement campaigns. She also spent 18 years covering gymnastics for ABC Sports, did other television and fitness work, and then built a whole second career on stage.

And that second career became huge. Rigby began playing Peter Pan in the 1970s and returned to the role for decades, eventually earning a Tony nomination in 1991. She and her husband also moved into producing through McCoy Rigby Entertainment.

Then there’s Caldor itself, another memory for a lot of us. The chain was founded in 1951 by Carl and Dorothy Bennett, and even the name came from them — CAL from Carl and DOR from Dorothy. By the time I worked there, it had grown into one of the Northeast’s best-known discount chains.

So for me, this commercial connects three different things: a familiar face from television, a remarkable post-Olympic career, and my own memory of meeting Cathy Rigby years later through Caldor.

Do you remember her most from gymnastics, the Stayfree commercials, Peter Pan, or somewhere else?

The Monkees, Bugs Bunny and Kool-Aid

Talk about putting two things together that you wouldn’t expect — The Monkees and Bugs Bunny selling Kool-Aid!

But the first thing I noticed was that there are only three Monkees here. Peter Tork had already left the group in December 1968, leaving Micky Dolenz, Davy Jones and Michael Nesmith to carry on as a trio. By this point their NBC television series was over too, but that wasn’t the end of The Monkees on television.

In the fall of 1969, CBS brought the show back as Saturday morning reruns, and General Foods’ Kool-Aid was a sponsor. That explains a lot about why these commercials exist. The Monkees were suddenly being introduced to kids all over again, and Kool-Aid had three very recognizable spokesmen ready to go.

Bugs Bunny wasn’t new to Kool-Aid either. I found that the “Make Friends with Kool-Aid” campaign was already using Bugs several years earlier, so pairing him with The Monkees was really a combination of two existing advertising ideas.

There’s another interesting connection from this period. Their 1969 album The Monkees Present was also tied into a Kool-Aid promotion. The group was well past peak Monkeemania by then, Peter was gone and Michael Nesmith would soon leave too.

And for anyone wondering where the Kool-Aid Man is — he wasn’t the television star yet! That familiar walking pitcher didn’t make his big TV debut until 1975.

Looking back, this commercial is almost a snapshot of The Monkees right near the end of their original run.

Do you remember this commercial, or do you remember The Monkees more from their Saturday morning reruns?

When Jonathan Winters Sold Us Hefty Trash Bags

Here’s one of those commercials where the product almost takes a back seat to the guy selling it. Jonathan Winters could turn something as ordinary as a trash bag into a comedy routine, and Hefty apparently knew exactly what it had.

I found Winters doing Hefty commercials as early as August 1970, and there are documented spots with him still representing the brand in November 1978. That’s a pretty long run for what could easily have been a one-shot celebrity endorsement.

What I didn’t realize was how much of Winters’ own comedy world crossed over into these commercials. His famous old-lady character Maude Frickert was partly inspired by an aunt who taught him poker when he was only nine. Then in 1972, Winters actually appeared on The New Scooby-Doo Movies, voicing both himself and Maude in The Frickert Fracas.

And there’s another connection most of us probably know without connecting the dots — Robin Williams considered Winters a huge influence. Years later they wound up working together on Mork & Mindy, with Winters playing Mork and Mindy’s very unusual son, Mearth.

So this is really a little piece of comedy history disguised as a garbage-bag commercial. Do you remember Jonathan Winters more from the Hefty commercials, Mork & Mindy, or somewhere else?

The Owl Who Taught Us Not to Litter

“Give a hoot, don’t pollute!” Those six words made Woodsy Owl one of the most memorable public-service characters of the 1970s.

The U.S. Forest Service introduced Woodsy in 1971 to teach children that preventing pollution was everyone’s responsibility. Harold Bell helped create the character with Forest Service advisers Glenn Kovar, Betty Conrad Hite and Chuck Williams while they were working on the television series Lassie. Williams supplied the slogan that turned an owl’s “hoot” into an unforgettable environmental message.

Woodsy appeared in television and radio spots, educational films, posters, coloring sheets, bookmarks, decals and classroom kits. The Forest Service even sent a costumed Woodsy into schools to teach children about littering and conservation.

One of Woodsy’s familiar voices belonged to Sterling Holloway, whom generations also knew as Disney’s Winnie the Pooh. Woodsy became so popular that he received his own Gold Key comic-book series and was soon recognized by most American families with children.

His message later expanded to “Lend a Hand, Care for the Land,” encouraging people to do more than simply avoid littering. Even so, the original slogan remains the one many of us immediately remember.

Did Woodsy Owl make you think twice before dropping something on the ground?