Tralfaz Sunday Theatre: Magoo is No Dim Bulb

You couldn’t help but see the incongruity of someone who couldn’t see, selling light bulbs.

As Television Age of March 21, 1960 put it in a feature story on General Electric signing with UPA to use Mr. Magoo in its TV ads: “The advertiser felt no hesitation in choosing for its salesman a bumbling, half-blind little guy who obviously sees no better with GE light bulbs than without, evidently feeling the humorous approach would work in its favor. Magoo himself has worked for other advertisers—most notably Stag beer—in regional campaigns, but GE intended to promote its use of the character to such an extent that Magoo and GE bulbs would be synonymous.”

And Television Age was told by G.E’s ad manager that it moved its money from print into spot TV because it worked for Lestoil, which had cartoon ads parodying Dragnet.

Sales Management magazine of February 17, 1961 pointed out G.E. spent a million dollars on Magoo TV spots in the fall of 1960, and another $100,000 in accompanying promotion among its dealers.

It boiled down to one simple fact: people loved Mr. Magoo.

Rather than go on and on about what trade publications had to say, let’s give you something a little more fun—a 1963 G.E. promotional film for the company’s retailers. Not only does it feature some Magoo commercials, but Jim Backus is on camera to give an explanation. And there’s a cameo appearance by the NBC peacock (a little washed out, but the print is old).