WHAT TOOK YOU SO LONG

Year Published: 1960s

Format: 16mm

Description: Dating to the 1960s, these TV commercials presents the "new" Aunt Jemima Pancake Syrup with the tagline "What took you so long?" The second ad looks at the drip-proof spout on the new bottle. The Aunt Jemima pancake mix dates to 1889 and became one of the most recognized brands in US history. Nancy Green portrayed Aunt Jemima at the 1893 World's Columbian Exposition in Chicago, one of the first Black corporate models in the United States. The Aunt Jemima character shown here, with a bandana or scarf on her head, is based on the enslaved "Mammy" archetype. The character was criticized as an example of exploited African American women. In 2020, in the wake of the Black Lives Matter movement, the owner of the brand announced that Aunt Jemima would be retired "to make progress toward racial equality."

Complete Record:

Transcription

[Music] debbie now that you've tasted aunt jemima's brand new syrup do you have any questions yeah and jemima what took you so long at last the first lady of pancakes makes a syrup of her own she put it in a modern beaker with a handy handle and a drip proof spout if you love angemima's pancakes wait until you taste them with her new syrup and shamina what took you so long aunt jemima has a delicious new syrup with a handy handle and a drip proof spout that really works even when your messy friends pour it won't drip that last drop that usually drips stops at the spout and goes back in the bottle no sticky bottle no messy tablecloth just the pure pleasure of real and jemima syrup it's a mama what took you so long

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