Benton & Bowles: Stalking the Wild Cranberry, 1970s

Genre: Commercial

Year Published: 1970s

Creator: Benton & Bowles D'Arcy Masius Benton & Bowles (DMB&B)

Format: 16mm

Description: Transcription: (wind blows) 0:02 Director Scene 101, sound 1, take 1. 0:03 - These are highbush cranberries. (laughs) 0:07 Sorry. 0:10 Director Sound number 5! 0:11 - These are highbush cranberries. 0:14 No good... 0:19 Director Sound 15! 0:20 - These are wild cran... 0:23 Oh, for God's sake! 0:25 Director Scene 3, sound 22. 0:27 (wind blows) 0:30 [Narrator] A good share of the commercials 0:34 you see on television begin life here 0:35 on the island of Manhattan. 0:38 The creative product of thousands of people 0:40 at the more than 200 advertising agencies headquartered 0:42 in New York City. 0:45 One of these agencies with offices 0:47 on the top eight floors of 909, 3rd Avenue 0:49 is Benton and Bowles, who's copywriters, art directors 0:51 and producers one day recently were busy doing 0:55 what they do every day, making television commercials. 0:57 Art Director Self-explanatory. 1:03 I think that's a pretty strong... 1:04 - Morning George. 1:06 - Hi Kenny. 1:07 - While I have you all together. 1:08 I have a new creative work with condition (mumbles) 1:10 Grape Nuts. 1:12 - What kind of a due date do we have on this Kenny? 1:14 - We have 10 working days. 1:17 - I think that's fair amount of time. 1:18 Milford I think so. 1:20 - Yeah. 1:21 - The strategy attached here. Kenny That's yours. 1:23 - Right. Kenny I'll keep in touch. 1:24 - Bye Kenny. 1:25 Oh, this is a strategy that the account team 1:25 briefed us on just recently. 1:27 It's a new one and I think it 1:30 gives us a chance to do something 1:31 that's really fresh and original in a cereal category. 1:32 - Really George, we've been thinking about this ever 1:35 since our visit to the factory at Battle Creek. 1:38 - I was going to say one of the things that was 1:40 pretty interesting about our trip was 1:42 that we found out that Grape Nuts is actually baked 1:43 like bread and it's made from natural ingredients. 1:45 And based on that, I think we can come 1:48 up with some pretty interesting executions 1:49 we have, as Milford said some pretty solid ideas already. 1:51 - Well, it sounds like you're off to a good start. 1:54 - Yep. 1:56 Milford Okay. We're ready. - So let's get to it. 1:57 Milford Yep. 1:58 Narrator First big job of the 1:59 copywriter/art-director team, to come up with an idea, 2:00 a way of talking to people about Grape Nuts 2:04 that's informative, interesting and different. 2:06 - I just had a thought, you mentioned "bake like bread". 2:08 One thing we could do is a baker, 2:12 you know like natural food expert 2:14 talking about Grape Nuts. 2:16 - Terrific, even if you took the thing back 2:17 a couple of steps and use the wheat farmer, 2:19 who is certainly an expert on natural foods, 2:21 he would be a terrific spokesman. 2:23 - Yeah that'd be good. 2:25 Art director Isn't there a man in this book that 2:26 we were looking at the other day? 2:28 - Yeah, his name's Euell Gibbons. 2:29 He's studied natural foods all his life. 2:32 And he's written several books on the subject. 2:35 I think he'd be very good. 2:36 - I think he mentioned in this article 2:37 cranberries didn't he? 2:39 - Yeah 2:40 - Perhaps we could base our commercial 2:41 on something like that, wild cranberries? 2:42 - It should be. 2:44 - What if we had say, a scene in the snow, 2:45 and he says something like, 2:49 "Well, I'm gathering part of my breakfast..." 2:50 and you don't see anything but snow 2:52 until you get to a closeup of the cranberry. 2:54 And then we could go to an inside scene 2:56 where he's putting the cranberries on the Grape Nuts. 2:59 We're gonna have him starting out in the snow 3:01 picking wild cranberries, if you can believe that. 3:04 - Wow, that's weird. 3:07 - Weird scene? Yeah. - Yeah. 3:08 Narrator Once they have the idea, the art-director 3:09 and assistant lay out a storyboard. 3:11 - How do you see it? 3:13 Arnie How about if we have up in the mountains? 3:15 Art Director Yeah, sort of a western type of setting. 3:17 Arnie A few trees down here in the foreground. 3:19 - When do you think you'd be able 3:22 to have all of us together? 3:23 - How about tomorrow, say... 4? 3:25 - Well, can we get a little quicker than that? 3:29 We're kind of in a hurry. 3:31 - 3:30? 3:33 (both laugh) 3:34 - Okay. Okay. 3:35 Narrator The storyboard is a blueprint 3:36 of the commercial, showing key scenes 3:38 in a series of still pictures. 3:39 - I call Grape Nuts my "back to nature cereal". 3:42 and of course ... 3:45 Narrator Next hurdle selling the idea to 3:46 B&B's top creative man. 3:48 - Do you think that a lot of people know who 3:50 Euell Gibbons is? 3:52 - We think that a lot of people will. 3:53 He's written several books, sold over half a million copies. 3:56 This is one of them "Stalking the Good Life". 4:00 And he's appeared on talk shows 4:03 and written articles for national publications. 4:04 - I think that using him for Grape Nuts is a 4:09 very good thing because he's, 4:12 I think he's a natural spokesman for the brand. 4:14 It's a good relationship between product and the man. 4:17 So I think this is good. 4:20 I would consider using the books 4:22 as premiums too for the product, eventually, 4:23 because I think there does exist this natural affinity. 4:26 So I'd say this is a very good idea. 4:31 I think the client will like it very much. 4:32 Milford Everything is completely covered with snow... 4:35 Narrator After the creative okay, the account group 4:37 is taken through the storyboard, frame by frame, 4:39 and they put their stamp of approval on it. 4:42 Next, the client presentation. 4:45 Account and creatives show the commercial for the first time 4:47 to the Post Grape Nuts brand manager. 4:50 - I liked the idea. 4:52 - Do we or have we talked to Gibbons yet? 4:54 Do we know if he can be available? 4:57 - Yes, casting has looked into that 4:58 and I think we're in pretty good shape. 5:01 Ruthie, what did you find out? 5:02 - Yes. We have talked to him and he is available. 5:04 He told me a little story during one of our conversations 5:07 that when he was growing up. 5:10 His mother had two cereals in the house 5:11 and she always used to serve the corn flakes 5:14 in the big bowl and the great nuts and a small bowl. 5:16 And he was always trying to figure out how 5:19 he could get her to put the Grape Nuts in the big bowl. 5:21 (group laughs) 5:24 - Seems like a good idea. 5:26 Let's go produce it. 5:28 Milford Okay. 5:29 Narrator With a commercial approved for production 5:30 a lot of things begin to happen. 5:32 - Yeah, this is fine. 5:33 Narrator The commercial gets an eagle eye 5:34 from the agencies lawyer. 5:36 - Paul, you probably have, should have anyway, 5:38 an affidavit, testimonial affidavit. 5:41 Paul Yes. 5:43 - Production technique clearance form 5:44 and your network clearance forms. 5:46 - I have all three Phil. 5:48 And this affidavit, as you can tell also, 5:49 states by Gibbons that the statements made, 5:52 by him, in the commercial are truthful and it's notarized. 5:54 - Good. You're all set. 5:58 Have a good shoot. 5:59 - I just hope we can find some snow at this time of year. 6:00 - I'm sure you're will. 6:03 (clacks loudly) 6:04 Narrator The manager of production 6:05 and the producer prepare the budget. 6:07 - Okay Paul, we figured it two ways. 6:08 One for Michigan and one for Colorado. 6:10 - Right? 6:12 - But we don't have the snow in Michigan. 6:13 It'll cost you a few bucks more in Colorado. 6:14 Alright? 6:16 - Okay. 6:17 - Now, who would you like to do? 6:18 - Well, Gary, Milford and I have 6:19 narrowed it down to three houses. 6:21 Audio Productions 6:23 - Audio 6:25 - M P O 6:25 - M P O 6:26 - and George Gage Productions. 6:27 - George Gage. 6:29 - Okay? 6:30 - Okay. - That's one of the exciting things, I think, 6:32 about this production. 6:33 Narrator George Gage Productions is low bidder 6:35 and gets the job. 6:37 And in the pre-production meeting 6:38 Director George Gage 6:40 tells how he sees the commercial. 6:42 - ...white snow out, barren trees 6:43 and everything else you'll know 6:45 that he's right out there in the environment. 6:46 Narrator Everybody who has anything to do 6:49 with the commercial is there. 6:50 Every last detail is ironed out. 6:52 - ...more of the environment and then 6:54 the entire scene is a slow move into the cranberries 6:56 where he finally ends up with the cranberries 6:58 close to his hand. 7:01 - It's obvious that that'll do it. 7:03 I mean, that will help set up the whole business 7:05 about being barren and so forth. 7:06 - What about General Foods attorneys Rupert? 7:08 - They've seen the commercial 7:11 Gary Commercial has been... 7:12 - It has gone the Consumer Complaints Review Board 7:13 so we're ready to go. 7:15 - We're intending to have, right, an early crew call. 7:16 - Mm hmm 7:18 - It's going to be like at sunrise. 7:19 - Right . 7:20 - It could be just a beautiful gorgeous sunrise 7:21 against that white snow. 7:23 Still, Gary, being stark looking 7:24 all I'm saying is we're going to go 7:26 with the weather, except for rain. 7:28 - Would you pass me that cranberry sprig please? 7:30 Man Of course. Milford? 7:32 - You could... 7:34 Narrator Next step in stocking the wild cranberry. 7:35 2100 miles west of New York 7:39 in the high snow country of Colorado, 7:41 where the 15 man film crew has moved in 7:43 for a two day shoot. 7:46 (distant chatter) 7:47 - We're not far. 7:51 (coughs) 7:53 (crew chats) 7:54 (strong wind blows) 7:56 - I'm Euell Gibbons. 8:01 Narrator The opening scene, with Euell Gibbons, 8:03 runs six seconds in the commercial. 8:04 - These are wild... carberries. 8:07 Cut! 8:10 Director Sound 7! 8:11 Narrator The director finally thinks he's got it 8:13 after 4 hours and 22 different takes. 8:15 - I'm Euell Gibbons. 8:20 I'm gathering part of my breakfast. 8:21 These are highbush cranberries. 8:26 [Director] Beautiful take! Beautiful. 8:29 Narrator About noon, the action 8:34 and our star, move to the next setup. 8:36 A small log cabin, almost buried in eight feet of snow. 8:39 (engine revs) 8:42 - I want agreement from you guys before I do it 8:47 because once we do it... 8:49 - Euell, you wanna sit down comfortable please? 8:51 - (inaudible) ...today. 8:53 - No, I'm gonna put the variable in the bowl 9:01 before I reach for the milk. 9:03 - Yes. 9:05 - It has to go in after the cereal is put... 9:06 - Right, we've discussed that. 9:07 It's gotta be the Grape Nuts first, 9:07 then the berries, then the milk. 9:09 (chatter) 9:11 Shit guys you can't talk guys, don't please. 9:12 Lets look at it once and then... 9:14 It's a naturally sweet taste 9:16 so you'll be actually tasting it. 9:17 So if I could get one bite in maybe, 9:19 it's naturally sweet taste, bite, 9:21 reminds me of wild hickory. 9:23 - It's naturally sweet taste reminds me 9:26 of wild hickory nuts. 9:28 I call Post Grape Nuts my 9:30 "back to nature cereal". 9:32 - Sounds to me logically, 9:34 that's the way it works. 9:35 And here he is in the cabin. 9:37 He's got the box in his hand, he's got the cranberries. 9:38 Narrator Making a commercial is hard, exacting work, 9:41 but at the end of the day there's usually time 9:46 for a little relaxation. 9:48 Pianist Let's have some fun. Let me do a song 9:51 I just composed in your honor, 9:52 it's called "The Cranberry Rag". 9:54 (fast ragtime music) 9:57 ♪ Take it home, Cranberries ♪ 10:04 How was that huh? 10:14 (cheering and applause) 10:16 - Where were you born? 10:18 - I was born in Texas, the state where 10:19 George Washington was born. 10:21 - I don't believe it. 10:23 - Yeah, George Washington was born in Texas 10:24 and when he was eight years old 10:26 his father gave him a Machete for his birthday present. 10:27 And he went out and cut down his father's Mesquite tree. 10:29 His father came roaring into the house and said, 10:31 "Who cut down my Mesquite tree?" 10:33 and George said "It was I father, I cannot tell a lie." 10:34 He said "Well if can't tell a lie, 10:37 well then you have no future in Texas" 10:39 so they moved to Virginia. 10:41 (laughter) 10:42 Director I think that was exaggerated a little bit. 10:44 - Let me show you this interior sequence we put together. 10:46 Euell As an author of five books... 10:49 Narrator Back in New York 10:50 with 3000 feet of exposed film, 10:51 the creative team and the film editor 10:54 go to work over the Moviola. 10:56 - It's that scene, Paul, that we've been talking about. 10:57 There's a shot here, am I correct Gary? 10:59 Where you can see more of the Grape Nuts 11:01 and more of the berries? 11:02 - Yeah, I think we do have an alternate take. 11:04 Narrator This is really where a commercial happens. 11:06 Selecting and splicing together 11:09 exactly the right scenes. 11:10 Boiling 30 minutes of film down to 30 seconds. 11:13 (fast clicks) 11:15 - Much better, much better. 11:16 Paul Gary, I think that's the one 11:17 we're talking about isn't it? 11:18 Gary Very good, very good. Yeah. 11:19 Paul I think that's it, will that fit in time? 11:21 Gary Ah, yeah. Let me cut it in. 11:22 - Right, now that's the lot? Ready to roll. 11:24 Narrator After a week of editing 11:27 Video editor Roll it Arnie. 11:28 Narrator The moment everybody's been waiting for... 11:29 the rough interlock. 11:32 Euell I'm Euell Gibbons... 11:34 Narrator The creative group gathers 11:36 in the darkened screening room 11:37 for a first look at the commercial 11:39 in it's proper sequence. 11:40 This is the moment of truth in the making 11:43 of a commercial. 11:45 Euell I call Grape Nuts my "back to nature cereal". 11:46 - You know, I think that really works out fine. 11:49 You know, he comes off very nicely. 11:51 - There's one thing. 11:53 Do you have another take? A closer shot 11:55 on the opening of the bush itself, the cranberry bush? 11:57 Because I'm so intrigued by the thing 12:01 that I want to see more of it, 12:02 you know it's very interesting to me. 12:03 - Paul. I think we do don't we? 12:05 - We had about 20 takes 12:06 and I think there's a zoom version that 12:08 comes in closer and stays on it 12:09 for a longer period of time and perhaps, 12:12 what do you think fellows? 12:14 - Yeah. 12:15 - I think it might be more... 12:16 - I think you got to try it. 12:17 I think it would improve it, 12:18 but generally I think it's a fine spot, 12:19 really, came out very nice. 12:21 - Thanks Phil. 12:23 - Thank you. Narrator After a little re-editing 12:25 the commercial is approved by the client and goes 12:26 to the optical lab for an answer print. 12:28 Euell This Cranberry cereal... 12:30 (fast ragtime music) 12:31 Narrator Finally, an idea that began life 12:32 in an art director's office more than two months before 12:34 is transformed by a small army of specialists 12:38 and a long chain of events 12:41 into a television commercial 12:43 ♪ It's called Cranberries! ♪ 12:47 - Rats, cut. 12:57 Narrator Here is the completed commercial. 12:59 - I'm Euell Gibbons. 13:04 I'm gathering part of my breakfast. 13:05 These are highbush cranberries, 13:08 delicious with Grape Nuts and hot milk. 13:10 As an author of five books on natural food 13:14 I can recommend Post Grape Nuts. 13:16 This crunchy cereal is made from natural ingredients, 13:18 wholesome wheat and barley 13:22 and it's fortified with vitamins. 13:23 It's naturally sweet taste reminds me of wild Hickory nuts. 13:25 I call Grape Nuts my 13:29 "back to nature cereal". 13:30 The highbush cranberries red above the snow, 13:35 the sharpest brightest flavor that I know, 13:38 a hint of bitter harmonized with sour. 13:42 And for this treat, I ask you spare the flower 13:45 that decorates the woods in early spring. 13:48 If you can learn to give each living thing 13:51 your loving reverence, you will be able to dine 13:54 with me at Mother Nature's table. 13:57 We'll laugh at all the winter winds that blow 14:00 when highbush cranberries hang above the snow. 14:03

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