




“And now here’s a feature you’re sure to like,” Rocky assures us. “Three,” counts the moose.

Jimmy Dean Music Gives 'Today' JoltAfter December 13th, Dean was replaced with dead air (affiliates filled their own time), but CBS kept him on Saturdays at noon. In September 1958, the network switched him to a half-hour daytime show from New York. But he was told to dump all that yokel stuff. The show didn’t last. By the following June, he was replaced with a soap opera and muddled around with some guest shots (on The Chevy Show, Dean sang while he milked a cow).
By JACK GAVER
NEW YORK, Sept. 14 (UP)—It appears that the Columbia Broadcasting System finally hit upon the right formula for getting an early morning TV audience opposite NBC's entrenched "Today" show (Ch. 17) when it put singing Jimmy Dean in charge of its 7 a.m. programming (on Ch. 4) and let him cut lose with that "country music."
The lean and likeable Jimmy and his company of expert vocalists and instrumentalists have lost little time since they took the air in April in making an impression on the early-morning ratings. For whatever ratings may be worth, the show has been able to get slightly ahead of Dave Garroway's "Today" in recent weeks.
"Country music's been national popular for years and years," Dean said, "so it's not so surprising that folks like to listen to it even early in the morning. We didn't have to break any new ground when we started this show."
Dean pointed out that so far as radio and television are concerned, much is owed to Station WSM in Nashville for spreading knowledge and appreciation of hillbilly or country or western songs around the land.
"I feel that our acceptance by the public in such a short time is due to the pioneering done by WSM and other radio stations like it over the years. Why, right after our first week on CBS-TV, we got over 40,000 letters.
"This response was something of a surprise because we figured that, although we knew there was a big audience for such entertainment, the early hour might be something of a handicap.
"Folks never really used to stop me on the street except, of course. In Washington, where we had a local show, but now I have to watch my manners wherever I go. Can't pick up the fried chicken in my fingers when I eat in a restaurant now."
Jimmy and his group have latched on so well that CBS recently spotted them also in a 30-minute night-time spot carried at 8:30 Saturday nights on Ch. 4 for the summer.
The 28-year-old Texan, who's sort of free and easy himself, said the performer he most admires is Bing Crosby.
"It's the way he relaxes when he sings that makes all the difference," Dean explained.
Dean and his family live near Arlington, Va., close to the National Capital where his telecasting originates.
"I'm teaching my two children to play the piano," he said. "One of the nicest things about country music is that the notes don't go too high or too low, so the whole family can have a sing-song whenever we're of a mind to."
Big Bad John Born in PlaneIt took a little time for Dean to land a TV deal. He signed with ABC for the 1963-64 season and, despite mixed reviews for his debut, the show lasted 2 1/2 seasons. Dean told Lawrence Laurent of the Washington Post that a time slot change opposite “The Man From U.N.C.L.E.” was the main thing that killed his show. He went back to guest shots (none involving a cow) before adding to his wealth when he jumped into the pork sausage business in 1969. The friendliness he projected in his TV commercials sold a lot of meat.
By DICK KLEINER
NEW YORK - (NEA) - Out of a chorus singer, a flight certificate, a hunk of steel and a quonset hut has come the first big popular record hit in three years. Not since the late Johnny Horton yelled out "The Battle of New Orleans" has there been a record which has sold as fast as Jimmy Dean's current Columbia smash, "Big Bad John." Not so much a song as a recitation, it was written by Dean himself.
“Big Bad John" tells the story of a mighty miner who gives his life to save his fellows. Although it has the flavor of folk music, it is a complete fiction. It came about when Dean toured the summer stock circuit last year in "Destry Rides Again.” In the chorus was a 6-foot-5 singer named John Mento. "What else do you call a man that big whose name is John except Big John?" says Dean.
Let You Experiment
The two became friendly and one day Dean gave him a ride. To while away the time, he made up a story about Big John — and promptly forgot all about it. This fall, Dean was summoned to Nashville, the second capital of the recording industry, to do a session. For some reason the saga of “Big Bad John” flashed into his mind while he was flying to Tennessee. He called the stewardess and asked for some paper.
All she had was a flight certificate the airline gives out to babies commemorating their first flight. Dean scribbled the words of "Big Bad John" on the back. "What I like about recording in Nashville," Dean says, "is that they let you experiment."
So they let him put "Big Bad John" on wax. The recording stadio he used is a converted quonset hut. In it, Dean, five singers, a rhythm section and famed country pianist Floyd Cramer went to work.
Opens TV Doors
“We'd done one or two takes," Dean says, "when Cramer says, “You don't need a piano on this, but I've got an idea.” He took a hunk of steel they had been using for a door stop, hung it from a coil rack and began hitting it with a big bolt. That's the clang you hear on the record."
The result was something—nobody knew exactly what—which was an immediate hit (Dean originally preferred the ether side, a little number called "I Won't Go Hunting With You, Jake, But I’ll Go Chasing Women.")
For Dean, the huge success of "Big Bad John" has meant a 75 to 100 per cent increase in hit salarv for in-person engagements and, “It's opened some TV doors." Indirectly, it will mean the completion of a dream. Dean, originally from Plainview, Tex., has long wanted to build a certain kind of house on a particular plot of land. He already owns the land—75 acres in Loudon County, Va., not far from Leesburg.
"This coming summer,” he says, "I’m going to build that house. I’m going to dam up the creek and have a fishing pond about seven acres and stock it with trout and bluegill.
As for John Mento, the cause of it all, Dean would like to know where he is.
“I’d like to take him home and give him a steak dinner,” Dean says. “I owe him that much, any how.”
A fresh approach to an old story
U.S. Steel and BBDO, its agency, lightly ribbed steel's best customer — the automobile industry — on television in an unusual fresh approach to an old need.
The need as felt by advertiser U.S. Steel has been to remind the country's automobile buyers and riders that it's steel which makes the four-wheeled vehicle so sturdy and safe.
The new approach: a 2½ minute animated commercial that pokes a litde fun at the foibles of the auto industry while ramming home the idea that the use of steel in bumpers, in wheels and even in auto trim makes for a vehicle that's better looking, safer and more practical.
The commercial's debut on U.S. Steel Hour (CBS-TV) on June 15 pleased client and customer Detroit. Result No. 1 : the commercial, called "Materials Salesman," was repeated on Aug. 10. Result No. 2: another animated cartoon about autos is being prepared for U.S. Steel's tv spectacular "Step on the Gas" that will be networked in October.
The choice of producer and talent for the commercial was regarded in this instance as part of the agency's creative effort. With this encouragement, the BBDO team — Jack Goldsmith, a tv art supervisor, and James Huff, a tv copywriter — went to work.
In reviewing their experience with the commercial the team recalled this unusual development as illustrative: Comedian Don Adams, who had been selected for the character voice of the materials salesman, became so enthused in the briefing that he took the commercial script home the night before the recording session.
When Mr. Adams appeared at the studio the next day it was obvious he had memorized the script (ordinarily all he would have had to do was read the lines) and had marked those lines he would suggest for gags or for change of emphasis. Such creative development inevitably gained theatrical quality when combined with the drawing skill of Ernie Pintoff who was producer-director via his Pintoff Productions, New York.
The "star" of the commercial is a salesman who is a sharpster with a likable quality despite his aggressiveness. He appears at the Colossal Motor Car Company (in Detroit) to sell his bag of substitutes for the steel used in automobile manufacture.
The hard-boiled president of the company, secure in the "yessing" of three vice presidents, won't take china for the steel bumper; gingerbread mix for the stainless steel auto trim or flexible putty for autos' rugged steel wheels. Consequently the salesman is forcibly ejected from the sacred domain of Colossal Motor Car Co.
NOW ITS TALKING LIONS!Pintoff talked about his career in print. Here’s a story from the Rochester Democrat of August 8, 1963. No mention of Flebus or Terrytoons at all. His work at the Actors Studio later translated into the short film The Shoe.
Cocoa Marsh turns to zoo for ad salesman
Cocoa Marsh's friendly lion has leaped off the label and onto the television screen, bringing son LeRoy with him (in picture, LeRoy is stalling curfew with the drink of Cocoa Marsh dodge). The illustration is taken from a series of new animated minutes that represent a sharp departure in selling style for a company that has had dramatic success with local live pitches backed by strong promotions.
The new commercials premiered this month in some 20 markets. If they work, it could mean Cocoa Marsh business in as many as 30 more.
The switch in strategy was no light decision for Taylor-Reed Corp., the Glenbrook, Conn., manufacturer of Cocoa Marsh, and its agency, Hicks & Greist, New York. Cocoa Marsh built its present distribution on a hard-hitting live tv technique that paid its way from market to market, spreading from the Northeast to cover four-fifths of the country since 1956. (The company goes back 22 years and also produces E-Z popcorn, Fluffomatic rice, Q-T frosting Yum-Berry syrup.)
Now the very young audience Cocoa Marsh addresses is ready for a change, the advertiser is persuaded. The decision to animate the message grew out of research on many fronts — cartoon ratings, commercial testing at agency, factory and independent researcher levels — and, of course, in the homes of the company's board chairman (Malcolm P. Taylor has his own five-member children's panel), his ad manager and agency account people.
Little LeRoy only lately has sprung to the tv screen, but he's the result of a gradual evolution. The lion label was developed just prior to the company's tv debut for a new jar designed by President Charles M. D. Reed, co-founder of the company, who handles production (Mr. Taylor concentrates on sales). "Name the Cocoa Marsh lion" was one of many local promotions to encourage identification in a market where many of the consumers cannot yet read. Today's LeRoy did not grow directly from that promotion but this is the lion of descent.
LeRoy has a large assignment for one so young. Client and agency are ever mindful that children are easily bored. LeRoy and his papa are expected to give the little ones a laugh — mothers, too — while conveying the flavor and health message. The commercials run in children's shows where Taylor-Reed maintains year-round schedules.
Theodore J. Grunewald, senior vice president of Hicks & Greist, and his agency colleagues spent six months developing the character. Currently they have three 60-second situation plots on the air (schedules vary up to 30 spots a week in big markets).
Hicks & Greist conceived the campaign and got Pintoff Productions, New York, to execute animation considered worthy of battle with the food giants the company competes with. The agency's Len Glasser did story boards and Richard Rendely produced.
Mel Blanc was brought from the West Coast for the voice assignment. Now it's up to LeRoy to show what a lion he can be in the marketplace.
New Kind of Movie Cartoon Pays Off for Pintoff
NEW YORK — A new kind of movie cartoon, sophisticated, funny and informal with a civilized malice, has became the pride and joy (not to mention the meal-ticket) of Ernest Pintoff, a tall, dark, mustached cartoonist-painter of 31.
A recent Pintoff film, "The Critic," is a wry commentary on both the uninformed viewer of modern art and on its ultra-serious practitioner. Mel Brooks, comedian famous for his "2000-year-man" impersonation, is the narrator, and for the brief film Pintoff has drawn a series of abstract shapes that brilliantly parody today's non-objective painting.
Despite his own success, Pintoff thinks the animated cartoon is currently at its lowest ebb. "First off, there's really no profit in it, and creatively . . . . well, there are more exciting things being done in TV commercials. The really good talent goes to advertising. Cash is hard to resist."
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PINTOFF got into cartooning by way of painting, which he studied and then taught at Michigan State University. Soon after, in 1955, he joined UPA, the outfit that immortalized Gerald McBoing Boing and Mr. Magoo. There he learned his cartooning ropes, designing, directing and writing tackling every phase of the business.
"By 1958, I decided I’d had it with UPA. I wanted to go it on my own. So I started Pintoff Productions, and entered the television commercials field, something I'm still very busy at. We make about 250 commercials a year."
Not satisfied with the anonymity of commercials, which have won him a string of awards, Pintoff embarked on his first independent cartoon, "The Violinist." None of the major studios wanted to touch it. "Too special."
But it was this "special"—quality that attracted the late Ed Kingsley of Kingsley International. His company bought and distributed the film, which went on to win the British Academy Award, a Hollywood Oscar nomination and the Edinburgh prize for best Animated Cartoon of 1959.
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ALMOST all of Pintoff's films deal in basic concepts: Friendship, love, hate, loneliness. Pictorially, the films are models of economy. The drawings are bold, direct and, in the rendering of human, shapes—never fussy or overly-animated.
Pintoff has managed to invest his cartoons with serious ideas. He makes his points but he also leaves you laughing. It's a rare and refreshing combination. The future is filled with all sorts of Pintoff projects. More cartoons are on the agenda. A major TV network is negotiating for a cartoon series.
Pintoff is currently enrolled in the playwriting unit of The Actors Studio and is happy over the success of some scenes of a play which the Studio has put on. He hopes the play will reach Broadway in the near future.