Frigidaire Finale 1957 (sound)

Description: "Advertising film for the 1957 line of Frigidaire refrigerators, freezers, washing machines and ranges. Couple in ballroom dancing costumes dances around various appliances cascading down brown staircase in surreal set. Woman wearing tiara and pink dress dances with a man in a tuxedo around various ovens and washing machines on stairs in a surreal set. Woman climbs on top of refrigerator as man dancing and spinning opens refrigerator and freezer doors." The film closes with a title "1957" and an illustration showing a model whose arms are set in right angles with text "The Sheer Look Is Here."

May possibly document an industrial musical sequence filmed for the "Sheer Look" campaign.

More information on this campaign is in Alfred R. Zipser, "Advertising: The 'Sheer Look' at Frigidaire," New York Times, June 2, 1957, p. 10F, online at timesmachine.nytimes.com/timesmachine/1957/06/02/93210239.html?pageNumber=168 (accessed March 8, 2024).

Excerpt: "The 'sheer look' brings squared-off, uncluttered lines to Frigidaire refrigerators, electric ranges and home laundry equipment. The division says it was first in the appliance business to introduce the 'look,' and adds that competitors have begun to copy it. Frigidaire holds that the new styling gives kitchens the coveted 'built-in appearance without expenditures of small fortunes by their owners for carpenters. The 'sheer look' is the creation of Frigidaire designers, superintended by Harley J. Earl, vice president in charge of styling for General Motors. It breaks with tradition in large home appliances, and for that reason a few tongues were held in cheek when experimental models were shown early last year. The 'sheer look' made its debut at Frigidaire's 'Kitchens of Tomorrow' exhibit at the G.M. Motorama of 1956."

Reuse Statement: For information on reusing Prelinger Archives footage and obtaining written usage agreements, please visit www.prelinger.com.

Subjects: 1950s,Kitchens,Performances,Gender roles

Tags: Frigidaire; appliances; kitchens; refrigerators; freezers; ranges; ovens; stoves; dishwashers; domesticity; home economics; industrial musicals; dancing; gowns; formal suit; tuxedos; ice cubes; rejection; no narration; silhouettes; fancy dress; commercials; "The Sheer Look is Here" title

Film Sponsor: Frigidaire Division, General Motors Corporation

Creator: Jam Handy Organization

Credits:

Distributor:

Contributor: Prelinger Archives

Source Collection: Prelinger Archives

Digitizing Sponsor: Filecoin Foundation for the Decentralized Web (FFDW) and Internet Archive

Production Date: 1957

Release Date:

Geographical Location:

Genre/Form: sponsored, industrial

Language: eng

Rights:

Film Format: 16mm film

Element: release print

Color: color

Color Process: Eastman Color

Sound or Silent: sound

Film Soundtrack Type: variable density

Edge Code:

Frame Rate: 24 fps

Length (feet): 146