To me, a gift certificate was delayed gratification on Halloween night. By the time my parents got around to bringing us to McDonald’s back then, it would probably be summer and the gift certificate would have been long forgotten.
This commercial is from 1986, when McDonald’s was selling books of 20 Halloween Gift Certificates for just one dollar. Instead of another candy bar, you could hand a trick-or-treater a certificate that could later be exchanged for a soft drink.
Twenty treats for a buck sounded like a great deal for the person answering the door. I’m just not sure how exciting it was for the kid standing there with a bag full of candy they could eat that night.
What surprised me is how far back the idea goes. McDonald’s was offering Halloween gift certificates at least as early as 1973, so this had already been around for years by the time this commercial aired.
And 1986 was also the year McBoo, McPunk’n and McGoblin made their debut — those plastic Halloween pails that probably created a lot more immediate excitement than a coupon for a future soda.
Here’s the really surprising part: McDonald’s still does a version of the idea today. Participating restaurants continue to sell Halloween treat coupon packs, although now the coupons can be good for things like hamburgers, cones, apple slices and drinks.
Maybe kids today would be more patient than I was.
But on Halloween night, I wanted the candy.
How about you — would a McDonald’s gift certificate have been a treat, or a disappointment?
Tag: retro commercials
SEARS IN ITS HEYDAY — “THERE’S MORE FOR YOUR LIFE AT SEARS”
Believe it or not, Sears has an early online-shopping story that deserves a report all by itself. I’m working on that one. But for now, let’s go back to Sears during its heyday.
If you were watching football on a Sunday, it seemed like you were guaranteed to see a Sears commercial somewhere along the way. And that memory actually has some history behind it — Sears was buying advertising around NFL broadcasts as far back as the 1970s, including ABC’s NFL coverage and CBS NFC games. By 1981, an NFL executive said the first 32 pages of the Sears Christmas catalog were NFL merchandise.
This commercial comes from 1983, and watch how much Sears manages to squeeze into 30 seconds. Cheryl Tiegs and fashion. Winnie-the-Pooh for the kids. A big stereo. Lamps and home furnishings. Craftsman tools. It’s not really a commercial for any one product — the product is Sears itself.
And then there’s that jingle:
“There’s more for your life at Sears.”
You heard those few notes and immediately knew what was coming.
Cheryl Tiegs was especially important to Sears in this era. She had launched a Sears clothing collection in 1980, and the company used her in its catalogs and television commercials to shake off some of its old-fashioned image. By 1984, TIME was writing about a revitalized Sears, with its catalog reaching roughly 12 million homes and the company operating more than 800 stores and thousands of catalog-sales locations.
And Sears was enormous. In 1984 it reported a record $38.83 billion in revenue and $1.45 billion in net income. This was still the retailer Americans measured everybody else against.
I think that’s what makes this commercial hit differently today. Sears wasn’t trying to convince America that it mattered.
Everybody already knew it did.
Do you remember shopping at Sears — and did Sunday football immediately make you think of that jingle?
FUNYUNS — THE SNACK THAT ALMOST WASN’T CALLED FUNYUNS
This commercial takes me right back to when a bag of Funyuns seemed like one of the strangest snacks in the chip aisle. They looked like little onion rings, tasted like onions and even had a name that sounded like somebody made it up on the spot. As it turns out, somebody pretty much did!
Funyuns were introduced by Frito-Lay in 1969, created by employee George Wade Bigner. But here’s something I never knew: Funyuns weren’t supposed to be called Funyuns. The original name was OnYums, but that name was already taken. Advertising copywriter Jim Albright came up with “Funyuns” instead, and more than half a century later we’re still calling them that.
And listen closely to the music in these early commercials. The tune came from “I Love Onions,” a wonderfully odd 1966 novelty song recorded by Susan Christie. The song actually made the Billboard Hot 100 before its melody was adapted to help sell Funyuns.
Another great connection: in 1971, a young Roger Enrico went to work marketing Funyuns. He eventually became CEO of PepsiCo and was one of the men behind Pepsi’s blockbuster Michael Jackson era. Not a bad career beginning for a guy working on onion-flavored rings!
And yes, Funyuns are still around today.
Joe DiMaggio as the face of Mr. Coffee
When this ad aired in 1974, America was right in the middle of changing the way it made coffee. For generations, the kitchen percolator had been the standard. Then Mr. Coffee came along with automatic drip brewing, and Joe DiMaggio became the familiar, trusted face convincing people to give this new machine a try.
He didn’t exactly “kill” the percolator himself, but he certainly helped America move away from it. Mr. Coffee had only been introduced in 1972, yet by April 1974 the company had already sold its millionth machine.
One of my favorite details is that DiMaggio reportedly turned down the endorsement at first—and had actually won a Mr. Coffee machine at a golf tournament before the company ever approached him.
And here’s the best irony of all: the man who became one of the most famous coffee spokesmen in television history reportedly wasn’t much of a coffee drinker himself.
Do you remember when your family finally replaced the old percolator with a Mr. Coffee?
Remember the Fruit of the Loom Lady?
A lot of us remember Fruit of the Loom commercials because they were just plain fun, but this one has an extra connection many people may not realize. The woman in the commercial is Loretta Tupper, a veteran actress who became one of television’s most recognizable commercial performers. Kids remembered her as the Fruit of the Loom lady, while older viewers may have spotted her in all kinds of other ads during the 1970s and ’80s.
What made these commercials so memorable was the simple but clever idea of bringing the Fruit of the Loom characters right into an everyday home setting. It gave the brand a playful personality and helped make those fruit costumes instantly unforgettable. Looking back now, it’s another reminder of how much charm older commercials had, when a funny concept and one memorable performer could make an ad stick in your mind for years.
Do you remember seeing these Fruit of the Loom commercials when they first aired, and did you recognize Loretta Tupper?
Whoop-dee-doo for my Subaru Midas Ad
I recognized Midas right away, but the lady driving the Subaru is another familiar part of this commercial. That’s Loretta Tupper, one of those faces we saw over and over again in commercials during the 1970s and ’80s. I’m going to save more about her for another commercial later, because she had quite an interesting career.
Midas itself started back in 1956 and, for its first few years, was basically all about mufflers and exhaust systems. One of its biggest selling points was the famous guarantee that covered the muffler for as long as you owned the car. The company gradually expanded, adding shocks in 1960 and brakes in 1979 before eventually becoming the full-service auto repair chain we know today.
It’s also a reminder of how common muffler shops once were. Replacing an exhaust system was simply a much more routine part of owning a car than it is today.
Do you remember going to Midas for a muffler, and did you recognize Loretta Tupper when she appeared?
New Coke
Wearing one of his familiar sweaters and sitting against a dark background, Bill Cosby holds up the can, calls it the best Coca-Cola ever and ends with “Coke is it!”
Coca-Cola replaced its original formula on April 23, 1985, after extensive taste testing. According to Coca-Cola’s own history, nearly 200,000 consumers participated in tests that favored the new formula. What those tests failed to measure was the emotional connection people had with the original drink.
Cosby was an obvious choice because he was one of television’s most familiar and persuasive advertising personalities. However, his appearance created an amusing contradiction. Shortly before New Coke arrived, he had appeared in commercials criticizing Pepsi for tasting too sweet. New Coke was then introduced with a sweeter taste designed partly to compete with Pepsi.
The reaction quickly became part of advertising history. Coca-Cola received thousands of complaints, consumers began hoarding the remaining original Coke and protest groups demanded its return. One Texas customer reportedly purchased $1,000 worth of the old formula before it disappeared.
Coca-Cola finally brought the original drink back as Coca-Cola Classic on July 11, only 79 days after introducing New Coke. The new formula remained available beside it, was eventually renamed Coke II and quietly survived until 2002.
Did you try New Coke in 1985, and was it really as bad as everyone remembers?
I Want My Maypo!
This wonderfully simple 1956 commercial begins with Marky refusing to eat his breakfast while wearing his cowboy hat. Uncle Ralph tries the old airplane-and-hangar trick, accidentally puts the spoon into his own mouth and discovers that he likes Maypo. When Uncle Ralph begins eating the entire bowl, Marky finally delivers the line remembered by generations: “I want my Maypo!”
Animation pioneer John Hubley created the commercial around recordings of his four-year-old son, Mark. Rather than giving the boy a polished script, Hubley followed him with a microphone and built the cartoon around his natural words, reactions and mispronunciations. The result felt more like a funny family moment than a commercial.
The campaign transformed a poorly selling maple-flavored oatmeal into a national favorite. Sales rose an average of 78 percent and climbed as high as 186 percent in some markets. Marky became so popular that he appeared on packaging and inspired a vinyl bank, although Hubley initially fought attempts to merchandise a character based upon his own child.
Later commercials featured major athletes including Mickey Mantle, Wilt Chamberlain, Johnny Unitas, Don Meredith and Oscar Robertson declaring that they wanted their Maypo. Marky received a modern makeover in 2001, but kept his familiar cowboy hat and kerchief.
Maypo remains available today, proving that Marky’s demand lasted much longer than anyone probably expected.
Did you eat Maypo, or did you simply run around the house shouting, “I want my Maypo!”
Hey, Kool-Aid!
Two thirsty kids call for Kool-Aid, and suddenly a giant smiling pitcher comes charging through the park barrier to save the day. This mid-1970s commercial used the wonderfully ridiculous formula that made Kool-Aid Man one of advertising’s most unforgettable characters.
Kool-Aid’s story began in 1927 when Edwin Perkins turned his bottled drink concentrate, Fruit Smack, into an easier-to-ship powder called Kool-Ade. The spelling was later changed to Kool-Aid.
The smiling pitcher mascot was created in 1954 by advertising art director Marvin Potts, who was reportedly inspired by his son drawing faces on a frosted window. In 1974, Grey Advertising’s Alan Kupchick and Harold Karp gave the pitcher arms, legs and a larger-than-life personality, creating the Kool-Aid Man seen crashing through walls, fences and nearly anything else in his way. The exact person who first suggested the crash-through entrance is not firmly documented, but the famous campaign came from Grey Advertising.
The exact songwriter for this particular commercial is not clearly credited. However, commercial jingle writer and producer Richard Berg provided Kool-Aid Man’s original voice, including that unforgettable “Oh, yeah!”
Did you ever shout “Hey, Kool-Aid!” and secretly hope he would come crashing through your fence?
Quisp Cereal
What other cereal commercial could turn a giant ball of space yarn into an 87-mile-long necktie? This Quisp ad feels more like a miniature Saturday morning cartoon than a commercial, with Quisp flying through space to deliver cereal before encountering a very “knotty” problem.
Quisp was not just a cereal mascot. He was the Crown Prince of Planet Q, and the propeller on his head allowed him to fly through space. He occasionally traveled with a furry sidekick named Quunchy and competed against Quake, a musclebound miner voiced by Cannon star William Conrad.
Quaker Oats introduced Quisp in 1965, with crunchy corn pieces shaped like flying saucers. The commercials were produced by Jay Ward, creator of Rocky and Bullwinkle, which explains their fast jokes, wild characters and cartoon-style adventures. Daws Butler, also famous as the voice of Yogi Bear, provided Quisp’s voice.
Quisp never starred in a regular cartoon series, but its animated commercials often appeared during children’s programming and became almost as memorable as the shows they sponsored. The cereal disappeared and returned several times over the decades before Quaker discontinued it again around 2024.
Do you remember eating Quisp, or were the crazy commercials more memorable than the cereal?