Best in the West, 1968

Duration: 12:00

Year Published: 1968

Creator: Walter Landor Associates Industrial Design San Francisco

Complete Record: Every year the American Advertising Federation presents films of the best advertising in the thirteen western states. The purpose of the awards is to bring to the attention of the profession those individuals who are doing superior work, and secondly, to encourage more creativity in the field of advertising. This film starts in a cinematic tour through the 12 sweepstakes Winners of 1968. It begins with a montage of stills illustrating how omnipresent all sorts of advertising is in our life. The film starts inside a design studio with two white collar men talking over design or ad campaign. Then there is a clip of a commercial photographer with a large format camera shooting a display set up that will be put in an ad. The narrator calls attention to the people we have been introduced to and that have become part of our American way of life: The Colonel of Kentucky Fried Chicken, the Tiger Girl, Mr. Peanut, Little Old Wine Maker Me, etc. Camera is over-the-shoulder of a man flipping through the Standard Directory of Advertising Agencies. There are 12 Competitive Divisions: Farm Paper: Pure Gro Company, Los Angeles. “If your name was Guano You’d change it too!” Direct Mail: Northern Hotels, by H. Advertising in Billings Montana. “Montana Marshall’s Kit.” Separate mailings with Western theme. Television: Olympia Brewing Company by Bobford, SF. This is a complete montage ad that focuses on a couple enjoying outdoor life and quiet times in the evening. It features romantic photography, a musical jingle, and a tribute to “Ollie”. Specialty Advertising: California Raisin Advisory Board,by J. Walter Thompson, SF. “Bananas have labels, oranges have tattoos, even avocados are stamped. And now -- for raisins -- the sweetest little fruit of them all.” Featuring labels for raisins. Newspaper: TransAmerian Corporation by Doyle Dane Bernbach Inc., SF. “If we’d wanted to be known as an airline, we’d have bought one.” “That well known anonymous company just took over an anonymous airline.” “Eight years ago we were a $416 million weakling.” Images are small and not as interesting as the previous slogans. Outdoor: P. G. & E, SF, by Batten, Barton,. . . Billboard shown: “and mommy wants a lektric blanket.” Consumer Magazine: Sunkist Growers, Inc., by Foote, Cone & Belding; TransAmerica Corporation, by Doyle Dane Bernbach Inc., and California Avocado Advisory Board, by McCann-Erickson. Image of avocado and Morton’s salt. Radio: Pillsbury Company, by Campbell Masoon. Ad is audio for Gorilla Milk. Business Publication: TRW Systems Group, by Fuller, Smith, Rock of LA Transit: Kal Kan Foods of LA, by Honig-Cooper & Harrington.. Kal Kan DOG food -- “DOGs Love Kal Kan All Meat.” Bus moves through downtown LA with this ad on its side. Public Service Campaign: Los Angeles Police Department, by KABC TV. Jack Webb narrates two interesting jobs in the Police Department -- that of chemist and another of directing operations. It probably influenced Hill Street Blues, etc. This ad emphasizes “manly jobs,” “family,” “enjoying adventure during time off,” etc. Strong ads. Complete Campaigns: Pacific Mutual Life, by Grey Advertising, Inc.; William O’Neil & Co., by Grey Advertising, Inc. Bank of America, by D’Arcy Advertising Co.; Crown Zellerbach Corporation, by Lennen & Newell, Inc.; American Plywood Association, by Cole and Weber; Seattle Space Needle Restaurant, by Cole and Weber; Air New Zealand, by Dailey & Associates; The Bank of California, by Dailey & Associates, Fireman’s Fund American Insurance Companies, by Cunnngham & Walsh; and Angelus Furniture Manufacturing Co., by Honig-Cooper & Harrington. One of the above chosen at random to illustrate what a good ad campaign looks like: Air New Zealand, “The Flight Fantastic.” Clip of hand turning pages of a portfolio of ads of a similar theme. Frank Kosh, Chairman of the Western Regional Advertising Association. MS of man in suit behind desk talking about 18th year of “Best of the West” Competition. Clip changes to head shot about half way through the clip, then back to MS. Film ends with montage stills of people enveloped in their everyday lives with advertising.