s-ar putea numi research

am cetit guerrilla advertising si am dat de cateva ad icons de care nu auzisem si nu stiam nimic. pentru sanatatea mea mentala si pentru binele natiunii enter...


THE GREEN GIANT

PRODUCT: Green Giant vegetables
DATE INTRODUCED: 1928
CREATOR: Minnesota Valley Canning Co.

The Green Giant's national ad debut in 1928 was disappointing.

Minnesota Valley Canning Co. developed the Giant as a product trademark, but in his earliest days he was stooped and scowling, wore a scruffy bearskin and looked more like the Incredible Hulk than the grand old gardener he is today.
Enter ad agency Erwin, Wasey & Co. The assignment for the
Giant's transformation was tackled by none other than young Leo Burnett, who improved the Giant's hunched posture, turned his scary scowl into a sunny smile and clothed him in a light, leafy outfit.
He also gave the tender tall guy a new backdrop -- a valley of crops that highlight the Giant's height.
When Mr. Burnett opened his own agency in 1935, Minnesota Valley was one of its first clients. The Burnett agency soon added the word "Jolly" to the giant's name, and by 1950, Minnesota Valley changed its name to Green Giant Co.
The Giant's early TV appearances, in 1958, however, were not as stellar. Bob Noel, a writer at Burnett, once made these comments about the Giant's early TV appearances: "They tried men painted green," a puppet figure and animation. The problem is "when you try to move the Giant around and really show what he looks like, he comes off a monster. The baby cries and the dog goes under the bed."
Mr. Noel devised an ingenious solution: ads that showed just enough of the Giant to establish his presence but not too much to send customers running for cover. The problems that arose ultimately brought the creative staff to a new understanding about the big guy. The Giant was most effective either in silhouette or partial view. To lighten up the Giant's image, Mr. Noel dreamed up his signature "Ho, ho, ho" and lilting "Good things from the garden" song.


THE PILLSBURY DOUGHBOY
PRODUCT: Assorted Pillsbury foods, including refrigerated dough, bakery mixes and rolls
DATE INTRODUCED: 1965
CREATOR: Leo Burnett Co.

Burnett creative director Rudy Perz was sitting at his kitchen table in the mid-1960s when he dreamed up the idea of a plump, dough figure that would pop out of a tube of refrigerated rolls. Since then, Pillsbury has used Poppin' Fresh in more than 600 commercials for more than 50 of its products.
Although Perz had originally conceived His Doughness as an animated character, he changed his mind after seeing a stop-action tilting technique used in the opening credits for "The Dinah Shore Show."
The decision was made to create a 3-D Doughboy doll of clay at a cost that seemed like a small fortune 34 years ago -- $16,000.
Finding the right performer to be the voice of the Doughboy was the finishing touch. After auditioning more than 50 top actors, the role was awarded to Paul Frees (the voice of "The Adventures of Bullwinkle and Rocky's" Boris Badenov). After Frees' death in 1986, Jeff Bergman, who also did the voiceover for Charlie the Tuna, took over. Today, the high-pitched giggles are handled by JoBe Cerny, the mustachioed on-camera star of Burnett's Cheer detergent campaign.
The Doughboy was an instant success with consumers. His round body and signature belly poke quickly endeared him to adults and children. When Pillsbury issued a Doughboy doll, the toy became so popular, Playthings Magazine named it "Toy of the Year" in 1972


TONY THE TIGER
PRODUCT: Kellogg's Sugar Frosted Flakes (later Frosted Flakes)DATE INTRODUCED: 1951CREATOR: Leo Burnett Co.
Only one famous feline (sorry, Morris) can rightfully claim he's the cat's meow of commercials: Tony the Tiger.
Adland's premier promotional pussycat was born in 1951, when Burnett was hired to create a campaign for Kellogg's new cereal, Sugar Frosted Flakes. Tony was originally one of four animated critters created to sell the cereal, but he quickly edged out Katy the Kangaroo, Newt the Gnu and Elmo the Elephant to become the sole star of the cereal maker's ad efforts.
Tony's original designer, children's book illustrator Martin Provinsen, first created an orange cat with black stripes and a blue nose who walked on all fours. But like most celebrities, Tony has undergone extensive cosmetic changes over the decades.
The most dramatic alteration occurred early in his career, when Tony's football-shaped head was replaced with a rounder, softer form. That was followed by a series of other minor face-lifts such as an eye color change from green to gold and the addition of "whisker bones" and contours.
When America started heading for the health clubs, Tony also got a slimmer, more muscular physique. He's also risen in stature from a scrawny, cereal-box size pussycat who ambled on all fours to a 6-foot figure with a towering, upright stance.
One thing that remained constant for much of Tony's life was his voice. Thurl Ravenscroft provided the sole voiceover for Tony and his trademark growl: "They're Grrrreat!" In 1952, Tony's son, Tony Jr., was introduced into the campaign. And in the early 1970's, Mama Tony, Tony's wife; and Antoinette, Tony's daughter (born in 1974, the Chinese year of the tiger), also came on board. The expansion of the Tony family broadened his audience appeal.