madmenfootnotes:

Grin and Bare It: Performers love party food!

The Utz television campaign that featured the trash talking comedian Jimmy Barrett as the spokesman was likely inspired by the Lay’s and Cracker Jack ads.

Young & Rubicam built a campaign for Lay’s around beloved comedian Bert Lahr a.k.a. the Cowardly Lion from the wizard of Oz. Lahr appears on a soundstage when the devil (Bahr dressed up in a Halloween-y red costume) says to him‘: Betcha can’t eat just one.’ Bahr tells Beelzebub not to be absurd and then crunch, crunch, crunch, Bahr can’t stop digging into the bag. The voiceover says “You can eat a million of them. But nobody can eat just one.” The campaign was a big success and carried on for years.

Doyle Dane Bernach’s most popular commercials featured Broadway actor Jack Gifford doing inspired bits nonsense bits that won the affection of kids and adults. In possibly the most famous spot, Gifford is a priggish school teacher who admonishes his student for eating Cracker Jacks in class and snatches the candied corn away from him. Moments later, Gifford is palming the snack into his mouth. “When it comes to Cracker Jacks,” the voice over says, “some kids never grow up.” Their comic appeal combined with sturdy production of gave the spots an endearing quality rather than a patronizing one.

Though Utz didn’t use comedians in any television campaigns, their logo of a plump cheeked girl smiling while elbow deep in bag of potato chips has the same effect: child like indulgence in snack food. Who care if it’s bad for you! It’s fun!  In both these ads the performer doesn’t sacrifice his identity for the product: Gifford and Bahr’s whimsical personas enhanced the appeal of the product.