J. WVLTER THOMPSON COMPANY NEWS

VOLUME XXII, NO. 2 FOR STAFF MEMBERS ONLY JANUARY 13, 1967

50-foot ski jump fails to rattle Ford's quiet ride NEW YORK—"AH right, Charley, don't take my word that you can't rattle Ford's quiet ride. Take this Ford Hardtop off that 40-meter ski jump and we'll check her sound-quotient after you come down, okay?" And indeed it was okay after Charley-— no, it was stunt driver Jake Plumstead— guided the Ford XL-Hardtop to a flying takeoff from Lake Placid's 40-meter ski jump, soared 53 feet in the air—and came down to drive it away on a paved road as quietly as ever before. The jump, which took place a week be­ fore Christmas, was filmed for a Ford TV commercial aired for the first time on last Sunday's "FBI" show. The Ford XL-Hardtop, released from a cable at the top of the jump, went down under its own momentum, riding on its tires and guided by the stunt driver. And just to make sure that this was no "stunt," the hardtop made the jump twice before being sound-tested on a paved road and verified for silence equal to its perform­ ance before it made the two jumps. The Lake Placid location and the 40- meter jump were selected by 4-time Olym- (Continued on page 4) JWT-Argentina adds Singer and 13 Swift products BUENOS AIRES—JWT-Argentina has just been named to handle advertising for Singer sewing machine and 13 new prod­ ucts of Cia. Swift de La Plata. + Singer has been a JWT client in Brazil since 1943, and is on the JWT roster in Pan Am first in Russia Ford's slice up to 28.3% Belgium, Chile, Germany, Pakistan and WASHINGTON—Pan Am, via JWT, will become the first advertiser in Amerika, the DETROIT — Preliminary sales figures U.S.A. JWT-San Juan acquired the ac­ for all of 1966 show that Ford Motor count Jan. 1. Russian-language magazine distributed by the United States Information Agency in Company improved its market share Cia. Swift de La Plata, an Argentina despite a slight drop in volume. client of long standing (and erroneously the Soviet Union. JWT, which instigated this policy change, will promote Pan Am's Ford passenger car sales in the U.S. reported as "new" in last week's JWT- totaled 2,371,003 in 1966, down about NEWS), has added 13 new (stet) prod­ forthcoming NY-to-Moscow non-stop serv­ ice on the back cover of the July issue. 28,000 from the 2,399,804 of 1965. ucts to the list now handled by JWT-Ar­ Ford's share of market, however, gentina. The products: condimented sauces, moved up from 27.4% to 28.3% as vegetable oil, ketchup, concentrated toma­ 2 offices don work caps GM's declined from 53.2% to 51.8%. to, powdered milk, aspic, canned vegeta­ for new men's wear account ble, canned fruit, tea, whiskey, champagne, light bulbs and laundry bar soap. SAN FRANCISCO—Effective March 1st, Francisco will provide client services, JWT will be handling the advertising of media planning and buying, advertising the men's-wear division of Jantzen, Inc. production and market research. Singer in Italy, too Although contact with the Portland, Ore­ First assignment for the JWT groups gon, client will be out of JWT's San Fran­ will be planning the advertising and pro­ MILAN—Advertising for all Singer ap­ cisco office, creative work will be done by motion for the Jantzen division's new pliances was lodged with the JWT office NYO because Jantzen's product styling spring and summer lines of men's, stu­ here, effective Jan. 4. and design group is located there. San dents' and boys' sportswear. PRO toothbrush is No. 1 and trying harder in '67 NEW YORK—PRO toothbrushes rank Result: Profile brush sales went up No. 1 in the market—and they will be dramatically. Two getting extra advertising support this year, Further result: The spot TV campaign primarily in spot television. has been expanded for 1967. Pro-Phy-Lac-Tic Brush Co. of Florence, In addition to promoting Profile, the heads Mass., has increased its budget sharply TV commercials will feature the PRO line after successful market testing in 1965 of brushes and combs. and 1966. On the print side, seven consumer maga­ work better PRO's 890 Profile toothbrush received zines will be used, and there will be a TV support in key markets during that heavy schedule in dental journals. than one! period. A >.f *

AT PRO MEETING-Nor- man Strouse was present at the annual sales meet­ ing in which PRO-phy-lac- tic Brush Co. announced its expanded ad budget for 1967. At left is PRO- phy-lac-tic's vice presi­ dent-marketing Cal Gar- dinier and JWT manage­ ment supervisor Reid Roller. At right, Eugene Blanche of JWT's mar­ keting/merchandising.

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Dentists designed PRO Double Duty® to do twice the work of other brushes.That's why PRO*1 has double bristles: firm blue ones for scrub­ bing teeth clean; softer white ones to gently massage gums. And there's even a stimulator tip to help keep gums firm and healthy be­ tween dental checkups. PRO brushes are the most widely ON THE TRAIL OF THE MISSING EXECUTIVE-While on assignment in Europe a used in America. That's what we get few weeks ago, copy group head Bert Metter picked up a copy of South Africa's for putting our heads together. CAR magazine. The cover ad for Zodiac looked vaguely familiar. On his return PROPHYLACTIC BRUSH CO. to JWT-NY, sure enough, Bert uncovered a proof of the Mustang ad which he Makers of fine combs and had written a couple of months ago. Now, in addition to not knowing where personal brushes the missing executive is, we don't know which car he's driving. JWT volunteer force creates "Freedom of Choice" campaign Don't throw the baby out with the bathwater. One of the major new advertising programs of 1967 will be a "Freedom of Choice" campaign sponsored by the Magazine Publishers Association. MPA objectives are three-fold: First, to clarify the role played by marketing as a benefit to the economy, the consumer and the producer. There's it funny thing .ibiitut the American economy. Ask any um petition is n (lie marketplace Second, to present positive evidence that marketing is a major _s uli.it makes it lick and you've siartcd ,i debate This is the astonishing poucroi ttie American COUMIIH,-I. contributor to a high standard of living. Because, the simple, ingenuous truth of He can make or IT LMk thclargcsi businesses with a nod (he matter is this: nobody really knows rx.. or a shake of the head. He has the choice. Third, to improve public attitudes toward marketing and alert on all the influence'that comb.' He has the ballot ot the d.'lbr Or, v.. here all its weaknesses may tic. people to the dangers of over-regulation. it's why it isdistuiMni; Ki find people oi influence in America today who would like to All you'll £ct agreement on make boih free competition isihai it seems to work. I: has The campaign will get a wide airing through the space and free choice a little less free. donated by magazines which are MPA members: These com­ produced the broadest and most They may concede thai the sy.-tem has abundant prosperity in all the produced some great results but prise virtually all the consumer magazines in the United States. histories of mart the they'd like t.' "fix it a little." highest standard of living for There are too many kinds of olive*, Sports Illustrated kicked off the campaign last week with a the greatest number ot people. they sa) Let's -standardize. Company "A" spends more page. Well over 100,000,000 copies of magazines are expected The heart of tins restless, on advertising than Company "B", surging, vital economy is and that's unfair competition, they to carry the messages. and always has been: : regulate. free competition, Phat'swhai The advertising—some of which you see on this page—was has distinguished it from the managed economies of the tht opposite kind of thinking created by a volunteer task force at JWT-New York. Heading Old World ... economies Regulation doesn't stimulate competition. managed either by government It tends to make all products (he same. up the force, on the account management and client contact or by cartel. sides, were Henry Schachte, Henry Starr and Dud Fay. How much eunyou interfere with Competition has been the sharp spur ihe competitive economy, which has brought us that has produced so many benefits, without damaging it'.' The creative development task fell to Arnold Grisman, Colin Olivineredihlc variely iif products and services we liave T he trulh is. nobody know Dawkins, Dick Tarcynski and Frank Cucci. In the project they today. It has produced the endless innovations thai have The "Little" fixes may tmmeda> add up to quite a lot. made life easier to live. More enjoyable. .More rewarding. received yeoman help from Page Procter, Bernie Owett, Al Of course, any economy -eolation— It has encouraged manufacturers to build more thin:: but lef s b Haman, Charlie Glass, Frank Scheer, and Warren Pfaff. build i he in better ... and al lower prices They have to build threw opt the babs with the bathwater. tnore and better . and ihe prices \v.\\ E IO he right ... or the consumer Stops huyiiij:. Because, ills' nihcr •:.: Magazine Publishers Association

Wouldn't it be interesting if vou could divide up a country in two, LET'S GO TO try one economic system on one side, A MOVIE another on the other? Well, somebody has. ADELPHI ^ ; Goldthumb unby, of course, is Germany. On BEECH BS,., . i351„ n. | Goldthumb Tone side of the Wall, :m economy BIJOU :,,:, , ,„| Goldthumb bated on communism; on Ihe other, an economy based on the free coteiprim-or CENTRAL rm,*Mod I Goldthumb •.ystcm. CENTRAL PARK e*t m i MM | Goldthumb It"- th,- cl.i^sie testing .itu.ition. Afler CHELSEA w »-,»,,„.! Goldthumb the War, the same bombed-out cities in both Fa>i and West Germany, The same CONCOURSE num. t •», Goldthumb depU-lcJ labor force. Same political, eco­ DORCHESTER x^uthl Goldthumb nomic, social chaos. Practical!) conditions (or evaluating the economic EAST END CINEMA m *».. *»| Goldthumb I ret choice and communion. EXCELSIOR >M.>sa*l Goldthumb Seventeen FOURTH ST. PLAYHOUSE ™,c«.,i..l Goldthumb ranks tenth iroong&enation*oi the world in induttrial production. GAIETY SMI in «„.| Goldthumb But evien more remarkable i\ (he eco­ GARDEN STI* st. E. oi M.d.1 Goldthumb nomic growth of West Germ GOTHAM ««IB-«,1 Goldthumb Bve times .is much electric power as the East Pro GRAND ».* Mir S2M st 1 Goldthumb IM) automobiles. Sin runes as GRANDVIEW mu coi-mbu. ci«»| Goldthumb much cement. Ten times as much steel HEIGHTS CINEMA •**«•. a »d»| Goldthumb Sine limes as many housing anils. Butter is still rationed in the > IRVING ati.^.tiv^A Goldthumb cost-the worker SI.23 apoun.lt two hours' KNICKERBOCKER •»*» i ua| Goldthumb >•* to SIO LUX H»itE.riM| Goldthumb • pound; chocolate JI30 far three ounces; gasoline Sl.-ui a gallon. And the BaM Ger­ MARLBOROUGH IM«.. kmt 1 Goldthumb man buys these commodities, •••'•. PAVILION ieutsss.WftM.iml Goldthumb get them, oul of in avera(e salary of S35 REGENT m st MMIE :.< i JMI Goldthumb • week His Weal German neighbor huys commodities at one-third the STUYVESANT SO. IMEWI^IMI Goldthumb rage salary two limes Tin AVE. CINEMA «t-«»»ihi«,i.| Goldthumb SHELTON HM nu si. •** m •>• 1 Goldthumb leenwto be a lesson in • r..imics here. About central plaiincts *ho TUDOR st.i*IM\ Goldthumb .1 limmate UPTOWN »in«.n..t.Efl>m( Goldthumb the competition thai generates research and development. Impose the sianilardi/a- WASHINGTON SQUARE w,„«,h!,.| Goldthumb lion that eiKEELir.it.vs stagnation, .ip.ithy. WINDSOR 15*u st * L...| Goldthumb We Americans learned thai lesson the i hrough the experienEce ot over two hundred year»ol i a. •• economic good of us all. Thc funny tiling is. there air influential people riphl now. in ont country, who'd like to make some changes tn our econ­ omy They admit it's done pretty well by How are us. hut they'd like to "Us it a little." 'flie)' think Mi.ry Jonca, the Great American you spending Shopper, h.-. I hey (hint she s confused Or, maybe, jusi not too ;.-. think the government ought tonight? 10 protect her. I CM instance, why should she have to choose .imi>ng I ? different kinds ol oliv«? There's not much choice—or fun—if eve ry- They think you are confused or, maybe, laug i. There really arc people—people of I tse easier if there were only thing's the same. just nol bright enough to make up your influ ence—who think the government ought lour'So lei's standardize. 1 he question is: who >et- the ttandardi? You sun bet it It's because you do have free choice t al own mind about (he products you want (o re gulate Ihe number of brands on the WOn'l be Mais Jones. She's nol bright you have so many good (hings to cho se and need. They think (he government mar et and standardize (heir contents. In .: lei some government official from. Tonight's movie. Tomorrow's jtroc ;r- ought (o help you. othe words, they want to do your shop- do her shopping lor her. ies. Next year's car. And it's all Ihe CO m- For instance, wouldn't i( be simplei it pinj for you. That's nice of (hem- But. has petition (hat makes these things get bet er there were only four brands of toothpaste aim ne asked you about it? But all (he lime. instead of 24? And who needs all those fia- ^ aybe you don't like peppermint. and m it'.' Of course, some people think you h. ve vors? Most people like peppermint so why too much choice in the markelplace. shouldn't they all be peppermint? Don't l.ie.i/im Publishers Association MafHdae I'uhlisliers Assoimlion 50-foot ski jump fails to rattle Ford's quiet ride (Continued) pic Ski champion Art Devlin, who nar­ rates the Ford commercial. A fringe benefit: the 53-foot jump was measured and certified by the National Ski Federation. Also on the Lake Placid scene was a BBC television crew which has been film­ ing various JWT events through the month of December. Their footage, along with the Ford ski-jump commercial, will be AFTER THE JUMP, The Ford XL-Hardtop coming shown in Britain this spring on an hour- down the slope. long documentary about advertising in the U.S. The Lake Placid demonstration was the latest in a series of dramatic tests carried out by JWT creative forces to underline the quietness and durability of the Ford field.Onlythree <96.' TOdolsnri -i,iii e-• lo tr-fi M.ISIEEVHJ dHsiqrvid ir ^5d"> -,n:ijtiy ,-,i; options include an to- hallmaik -the Mustang Hardtop, Cony ••••if Tiff-Awey aieeilng whe*t thai moves nslde lor 2- 2 FnsiCii - ft* Ely o' tl**ign. yGjnnd»C-*OT.Sni'1!f«nimuiienmat's Wihajtswnitic product. This series, stretching over two l«e peilctmarce ami thr? inability thai mike M.istarig ant) manual! Loo* I years, has included the "Ford Rides America's No 11jri !Mr.TheMLalniigrr,vk a't::>as!. arm o-iainpi Mustang ..alyour Foid Osai(!''s. Quieter than a Rolls Royce" theme, the Hallmark of Ihe original "Quiet Man" tour of Europe, the Ford MUSTANG being driven over an eight-jump steeple­ chase course and the recent strapping of THE ORIGINAL—Still fighting the copycats. Mustang a Ford to a raft for a turbulent ride down will have this magazine page going for it next the Colorado River. month.

New PR client CHICAGO—The National Assn. of Retail Druggists has become a public relations client of the JWT office here. JWT's job will be to develop a full-scale PR program, including health news publications to be distributed locally by druggists. Producer Sid Woloshin communicates with one of the camera positions via walkie talkie. can you beat that

'A . JP - ~^3 Atmk Ski champion Art Dev­ lin, narrator of the Ford W^ ^Rs ~j*fl commercial, talks things over with stunt driver •At "'' nBfl Jake Plumstead, who drove the Ford XL-Hard­ top. TBB have Joan. 1 1 tOO • IE WM MIT j- " I"' ll nvbo found ihsii not call iheii Kid wiiv • ft .•.•[imM.ni.El nidi tht IH-^IE.'I tajts-pointi real by A.S.I.. lor M-w.-r.nil • • •. • EljOOO.OCC .<• which «c Jon i dunk even JWT EOttld kindle any hsvtii-r • All n..,k<- i.s .. red rtiMM. II. BROWNE. 110 , ID HCMOIUT. LONDON Wl. Telephone GRQ 53SI 9 Awl m <** ?—We have it on good authority that JWT is not going to answer this ad, which was by a London ad agency in Advertiser's Weekly. J. WALTER THOMPSON COMPANY New York News NEWS January 13, 1967 FOR STAFF MEMBERS O.N'LY

RCA corporate advertising accelerates with TV special on Ellis Island Tonight's the night for viewing "The Island Called Ellis," a special co-sponsored by two JWT clients, RCA and the Insti­ tute of Life Insurance, from ten to eleven r m. on NBC-TV. A Project 20 program narrated by Jose Icrter, "The Island Called Ellis" follows the story that has been called "the most majestic theme in American history," the story of millions of men and women who crossed an ocean in search of a dream. It covers the history of immigration, focusing on the spot where immigration reached its floodtide—Ellis Island. The ptogram follows this flood of immigrants, depicting them getting a foothold, building and spreading out over the land, the preju­ dices and loyalties that developed, the turning point of immigration as an after­ EPIC STORY-To tell the math of World War II, and the policies story of 40 million im­ migrants, Project 20 used that followed Word War II. color film newly shot on In this way, the program attempts to re­ now-deserted island in discover the values which made a nation New York Harbor, rare of immigrants the world's strongest de- old motion picture foot­ age, and historic still photographs. Examples are shown at right.

-^ *^em — ^a/V V^B a i' , ..'I THE ISLAND-Jose Ferrer wanders through an MOBEWE! records office on the now-deserted Ellis "•"« 'n this scene from the program. Funny, you don't look Liggett & Myers.

^ffacy and to evaluate the tasks that u,» remain. [The producer-writer for the show is ^'"yatt; the writer is Richard Hauser. music was MORE THAN MEETS THE EYE—The familiar cigarette th/r. composed especially for packages in this trade advertisement are readily Rrvra-m by Robert Russel1 Bennett. identifiable as products of the Liggett & Myers MOD f S involvemcnt results from expan- Tobacco Company, tess easily recognizable are the C'orrJ/ 'tS corP°rate advertising program. can of ALPO and the bottle of J&6, which are also markerfatf advertising funds have been ear- L&M products. In 1964, L&M began a broad pro­ *Peci»i co-sponsorship of a series of gram of diversification with the purchase of Allen nd actualit Products Company, makers of ALPO all-meat dog *hich»-r!. ies on NBC-TV. of foods. In 1966, L&M acquired interest in both the hland Cailed Ellis is the first RCA " - Paddington Corporation, the exclusive United States c mme importer of J&B Rare Scotch Whisky, and Star In­ ibout S ? sucreialh s will be featured on half ' t [l telecasts during the first dustries, Inc., one of the nation's largest liquor ^ot the year. wholesalers. Wion -Stitute of Life Insurance's partici- Vtnisin'S Part °f 'tS re8ular television ad- cijjj * PfOsgram, a combination of spe- activk. ns events, and other network Classified Around the Rim New Arrivals What the JWT basketball team needs Classified ads are published without this year is not more players, but more charge as a service to JWT staff mem­ support from Thompsonites. bers. Copy must be filed at the JWT With nineteen men as members, the NEWS office, 14 NE, before 3 p.m. Mon­ team often outnumbers the spectators. Stephen Flaxman day for publication the next Friday. After trouncing Cunningam & Walsh has joined JWT's Please include name with ad copy. 50-27 in the opening game of the season, broadcasting depart­ the team went on to beat The New York ment where he will SUMMER HOME—Be Truman Capote's neigh­ Times 51-38. but lost to last year's league be working with con- wme\\\\me\sr bor this summer in a rambling Victorian farm champion. Ogilvy & Mather. tracts for Pan Am. Whitehall andJ othekr house in Southampton (Sagoponack), avail­ With a 2-1 record, the JWT five is able for season. Completely repainted inside clients. Before joining Thompson, he spent and out, modern kitchen including dishwasher, tied for second place and has an excellent over a year with the Boston law firm, Fox. 8 rooms with 4 bedrooms, plus sleeping porch, chance of winning the 1967 champion­ Orlov Corwin. Steve received his B.S. de­ 2 bathrooms. Only 3 minutes walk to beach. ship. Make your family happy and one of our clients gree in 1962 from the college of business too, by renting now for $4,000 (less 10% if Games are played on Tuesday and Wed­ administration at the University of Rhode closed by March 1). Contact Jack Baity, JWT- nesday nights in the 54th St. Gym at 342 Island. A marketing and advertising major. Chicago, to close the deal. E. 54 St. Each team plays 2 games with he was a member of Alpha Delta Sigma, each of the other seven teams in the SKI HOUSE FOR RENT—8 minutes from the professional advertising fraternity. In Sugarbush, also near Mad River and Glen- league. After a two-week holiday break 1965 he earned his law degree from Suf­ Ellen. 5 bedrooms, 12 beds. Available 7-day in the schedule, JWT resumed play this folk University in Boston. Steve is a mem­ weeks; Jan. 6-13, Jan. 20-27, Feb. 3-10, Feb. past Wednesday against Grey Advertising. 24-March 3, March 17-24. April 1-7. Price ber of the American Bar Association and $175. Five-day weeks: Jan. 9-13, Jan. 16-20, The next game will be Tuesday, January lists fishing, politics, camping, competitive Feb. 13-17, March 12-17, March 27-31, April 17. ai 5:30 p.m. against Dancer. Fitz­ shooting and spectator sports as his spe­ 10-14. Price: $120. X2547. gerald. cial interests. With his wife Feme and FOR SALE—JWTer in Chicago wishes to sell Also mark the following games on your their 8-months-old son Stuart, he lives in home located in a great area in North Stam­ calendar: Flushing. X3545. ford, Connecticut—walk to school and the January 25—JWT vs. Graphic Arts at Stamford Nature Center—on an acre plus, with ponds for swimming and skating, etc. Custom 6:45. built 4 years ago with 2 fireplaces, parquet January 31—JWT vs. Benton & Bowles floors, w/w carpeting. Ten rooms and about at 5:30. 3,500 sq. ft. of living space; room for kids, in­ laws, etc. Can be a 5 or 6 bedroom home if desired. Complete with built-in appliances, 2 James Nieman car garage, 2Vi baths. For further information, contact Dorothy Kahn at 203-322-0514. joins Thompson's me­ FOR SALE—Twin bed, extra firm mattress and Art Galleries dia department as a box spring. 1 yr. old. Originally $95, now $55. buyer assigned to sev­ If interested, call X2511. eral accounts includ­ SUBLET: 2Vi room apartment on E. 79th St, ing Pan Am, Chesebrough-Pond's and First Full kitchen, full dressingroom. excellent view. National City Bank. Previously, Jim was Luxury building, air conditioning. Available an English instructor and director of dra­ April 1st for 16 months. $155/month. X2776. matics at St. Anthony's High School in FOR SALE — Almost new, grey, standard size Smithtown, L.I. He is a 1963 graduate Underwood-Five typewriter—$50. X3556. of St. John's University. Active in dra­ EUROPE ANYONE?—Twenty-year old girl plans matics, he directed productions at St. to go to Paris, Italy, and Spain in May, June, John's and has done work in summer or July of 1967 for 3 weeks. Would like a stock on Long Island. Steve enjoys travel­ female traveling companion. Interested? Would like to make definite plans in the near future. ing, skiing, and is a semi-professional hyp­ Elaine, X2270. notist. A bachelor, he lives in West Hemp­ stead. X2201. FOR SALE: Farm house with attached barn and garage on 3 wooded acres in Londonderry, Vt., off route 11. Bromley and Stratton 25 minutes away. $10,000. Needs work. Outstanding poten­ Also welcome to: tial to comfortable house for at least 12 people. Call Mr. Murphy after 7:00 p.m. on weekdays Naomi Bloom (Public Relations): Richard (New Rochelle) 914-235-6087. Spicer (Research): Renetta Bell. Beatrice FOR SALE—Pair Head Standard skis. 7 feet. Shaw (Representative); Frank Kadus Good edges. Tyrolia safety bindings. $30. (Traffic). X2083. • All galleries. 10th floor, Jan. 9-20— The photography of Philip Marco will fill all the exhibit areas on ten. At twenty- nine, Marco is in his fourth year of busi­ ness as a photographer. Virtually self- taught, he studied painting and design at Pratt and the Art Students League. He initially used photography to support his work as a painter. Now, he is the holder of over twenty major photography awards from art directors clubs in New York, New Jersey, Chicago, Philadelphia, and Detroit, CA. magazine. Fifty .Advertise­ ments of the Year, A.I.G.A. and the first place Obie Award for outdoor poster '66. His work is based on his belief that every­ thing that is significant in art. as in life, is basically simple in structure.