You're watching A.B.C.
Ladies and gentlemen, please welcome Ali Landry.
Hi, I'm Ali Landry. Welcome to the best commercials you've never seen and some you have.
Do you recognize me? Well, if you are one of the 90 million people watching this year's Super Bowl, you might remember this.
Hello, I'm Ali Landry. Welcome to the best commercials you've ever seen and some you have.
Do you recognize me? Well, if you are one of the 90 million people watching this year's Super Bowl, you might remember this.
Introducing Doritos 3Ds, a whole new shape that begs to be eaten in very loud ways.
Doritos 3D Snacks That was one of the 50 splits I did in a two-day shoot.
Sore? You bet. Trust me, making commercials is hard work, but it's well worth it when the finished
product becomes that rare commercial. You know, the one that stands out from the rest, the one
that sticks with you. In other words, a classic.
Doritos 3D Snacks
That was one of the 50 splits I did in a two-day shoot.
Doritos 3D Snacks
That was one of the 50 splits I did in a two-day shoot.
Doritos 3D Snacks
That was just a taste of some of the great commercials we have in store for you. Tonight,
we'll see award-winning ads from around the world, including great animal ads and some recent
comedy masterpieces. We'll see your favorite stars in some of their first film roles and some
products you might have missed. And later on, we'll go behind the scenes with one of today's
hottest commercial stars. But first, try to guess the product behind this next ad.
Is it A, mouthwash? B, life insurance? C, bottled water? Or D, teas?
We'll have the answer after these scheduled commercials.
With AT&T OneRate, it costs $1.35 to make a 9-minute call from New York to LA. With 10-3-2-1,
that's $2.51. Surprised? Most calls from home cost less with OneRate, so give us a call today.
Wendy's introduces the most delicious combination ever put in a chicken sandwich,
our new Honey Hammond Chicken. Chicken just doesn't get any better than this.
Come on, what are you waiting for? Time to get out in the yard and get to the
Craftsman Lonin Garden Sale at Sears. Pick up America's most powerful mower,
only $2.97, Sears lowest price ever. The Craftsman Lonin Garden Sale at Sears.
Now that makes anything possible. My allergies make me
acute. Introducing Children's Tylenol Allergy D, specially formulated to provide complete relief
of your child's allergy symptoms. New Children's Tylenol Allergy D, the first allergy medicine from
Children's Tylenol. All the mirrors in my house were like from here and up. What do I need to
see the rest of my body for? I was fat. I decided to change my life. I lost over 50 pounds on the
SlimFast plan. The energy went through the roof, shake for breakfast, shake for lunch, delicious.
It's the only thing that worked for me. 23 vitamins and minerals, protein, calcium, fiber,
all the balanced nutrition, like a healthy meal. I know I look good. That's the confidence that
I have now. SlimFast, every day, balanced nutrition for a healthy life. I know I love it. My dentist
told me about this new gum. It's in the toothpaste aisle. This gum cleans, whitens, freshens. Toothpaste
aisle. Toothpaste aisle. New Arm and Hammer Dental Care Gum with Baking Soda reduces unsightly flak
up to 25% dental care gum. Toothpaste aisle. I love a woman because I've been no good with men. Love
marriage. What makes a woman sexy? For me, first of all, does she have a pulse? White diamonds from
Elizabeth Taylor. Thursday. In the duel between good and evil. Between something and nothing.
Watch a real man. A man who's the master of every domain. Winner of four Academy Awards. Clint Eastwood.
Gene Hackman. Unforgiven. ABC Thursday. Parental discretion advised. We're taking our best shot.
So, what did you think this commercial was trying to sell? Was it A, mouthwash? B, life insurance? C,
bottled water? Or D, cheese? The answer is C, bottled water.
The Perrier ad is a great example of when advertisers attempt to sell an attitude behind the product.
You know, the Perrier is fun and exciting. Another way advertisers hook an audience is to focus on
our shared experience. Take the human mating ritual known as dating. Advertisers really know how to
get our attention. It's as simple as boy meets girl. It is always important on a first date
to make a good impression. I had a really good time with you tonight. I did too. It was a wonderful
evening. Thank you. I'm glad. I really enjoyed the restaurant. Yeah, it's great, isn't it?
The food tasted quite good. It's always good there.
Excuse me. Yeah. I'm sorry. I've been holding that in ever since we left the restaurant.
Right. I should go. But wouldn't you like to come in for a nightcap? The Texas Wisconsin
Border Cafe. It truly is an unforgettable meal. Here's a look at safe sex in the future.
No, this is not a scene from NYPD Blue, but an Australian ad for two different products.
Don't you just hate it when that happens? Don't you just love it?
No. Here's married life in a nutshell. The magic's gone. The minute the lights go out,
you fall asleep. It's time to change your bulk to Philip's. Philip's longer life square bulbs.
With 162 channels, networks are now forced to advertise themselves. The commercials are called
network promos. Just think of it as advertising television on television or just a bunch of clever
ads. Being on SportsCenter does take its toll. For Kenny Maine, I'm Dan Patrick. Good night.
Once we finish a show, we do it all over again for the overseas markets.
Good night. Same highlights, same anchors, different dialects. To touch people all over
the world, that's special. And now, a Super Station Super Short Monkey Movie.
This comes to us from TBS. Eat your hearts out, Spice Gunnels. Here come the nude dudes.
Enjoy. Check this out.
What is this? This is our new theme music.
Hello.
Hey, George. Hey, Carl. What are you guys doing? Did you just dance? Want to join you?
So, we'll have a ridge of high pressure right here in the middle of the country.
Fridays always like this. This place is nuts. Oh, yeah.
Where are those guys over there? Oh, they're here every Friday. They're huge Weekend Outlook
fans. Oh, it's on. Oh, here we go. Here. Let's take a look at what's on tap for your weekend.
Come on, baby. Stay cool. Stay cool. Stay cool. Warm weather. Come on. Warm weather. Right there.
Who looks ridiculous now?
Wow. And now, a Super Station Super Short Monkey Movie.
Face it, Harry. Our relationship is the pits. It's worse than this food.
Well, what do you mean? I thought you loved the food here.
Please, are you kidding? It's complete slop.
But how can you say that? We've eaten here dozens of times and you always enjoy it.
I was faking. Faking? No way. If it tasted bad, you would have made a face.
Something. I would have known. You couldn't fool me.
Oh, no, you don't think so? No, absolutely not.
Hmm. Pastrami. So dry and salty. Oh, yum. Yeah, hot and master. Creamy.
When injuries are a fact of life in the world of sports, you have to deal with it.
We got a coffee scald. Every time we put on a uniform, there's a risk.
We know we're gonna get hurt. You have to deal with the pain.
Jack? To the NFL now,
will the Jets be any more often? The great ones play right through it.
15 Stanley Cups were decided. And that's stuff legends are made of.
Later in the show, we'll see famous celebrities in classic commercials,
great ads starring animals, more classic comedy spots, and commercials for products you can't
find in stores. And when we return, we'll go behind the scenes with today's biggest commercial
star. I'm not gonna tell you who she is, so stick around. Here's another chance to guess the product.
Is this a commercial for A, public transportation, B, a homeless shelter, C, a radio station,
or D, a music school? The answer when we return.
Here's a different way to get your dog to clean his teeth. Pedigree Dentalbone. Its unique shape
and texture has been clinically proven to reduce plaque and tartar buildup and to freshen your dog's
breath. Pedigree Dentalbone. Developed with vets. Recommended by top breeders.
We see it all around us every day at work, at home, and in our schools. The emotion that is part of
our basic instinct is more prevalent now than ever before. But scientists are learning new
facts about what triggers it and how to control it. On Monday, News 8 reveals this groundbreaking
research helping us to understand and perhaps cope. News 8 on assignment, Monday at 10.
My mom wants to smell good. My mom likes sparkly stuff.
You'll find lots of great gifts at the JCPenney Mother's Day Sale.
Choose gifts like dresses, crystal, or sleepwear and add a gemstone pendant for just $29.99 with
any $25 purchase. At the Mother's Day Sale, gifts that make her feel good. Prices that make you look
smart. Happy Mother's Day. JCPenney, I love your style.
And that's how we got new cappuccino coolers from General Foods International Coffees. A little milk, a little ice, a lot of ice.
How cool is that? I've got the power to conquer the world. Or maybe just Cincinnati. Introducing
the power of all new salon selectives. It's completely customized with all new formulas
to give you the power of great hair. New salon selectives.
Hey! McDonald's is going wild over the opening of Disney's Animal Kingdom. Disney's most adventurous theme park ever. And so will you.
The adventure starts with the wild tangy taste of our McRib sandwich. Juicy, tender, and smothered in sassy
barbecue sauce. But hurry, the McRib will be gone before you know it. Honey, it's for you.
A network television premiere. We got ourselves a broken arrow. That's what we call it when we lose a
nuclear weapon. I don't know what the big deal is. I really don't. You're out of your mind.
Ain't it cool? Broken Arrow. ABC Sunday. Parental discretion advised. In the face of danger. This
thing's part human. Don't expect it to stop at the water's edge. One family unites. Your mom and me
will take care of this. You're gonna be all right, aren't they? But what brings them together. Whatever
I have to do, I'm gonna put an end to it. I don't want you to go. Can tear them apart. Get your people
out of here now. Peter Pitchley's Creature. ABC Sunday, May 17th. So, were you able to guess what
this commercial was advertising? A. Public transportation. B. A homeless shelter. C. A radio
station. Or D. Music school. You were right if you guessed D. A music school.
I'm certain you figured out tonight's special guest. You know this canine sensation as the Taco Bell dog.
We all along wanted to use a dog which had kind of a distinctly Mexican heritage.
It would be kind of weird if we used like, you know, a Taco Bell German Shepard.
In the morning we'll get picked up and taken to the set. To get the best performance of the dog
it has to be very comfortable on set. The dog is an amazing actor.
Well comparing the dog to other stars that I've worked with is that the different,
the major difference is is the dog does everything in the first take.
It must be raised to equal a given number. What is the logarithm? What is the logarithm? You're absolutely right.
Really the most difficult scenes for the Chihuahua to do are any physical action.
Like if she has to jump onto something or interact with an object.
Well my favorite moments with Gidget are her close-ups because when Gidget comes onto the set
and when she comes into the camera for some reason everything kind of lights up.
Everybody is like mesmerized by the dog.
And guess who's here live in studio. Meet the Taco Bell dog.
You are so much cuter in person. This little sweetie is one of the latest in a long line of animals
to star in commercials. What do you say we check out some of your co-stars okay? Yeah? Okay.
This commercial from Visa refutes Darwin's theory of evolution.
Do elephants ever forget?
Yeah.
Here's an elephant on a mission.
As we drift on a sea so blue,
we stare into each other's eyes as lovers often do.
The irresistible test of Diet Coke.
All you feline lovers don't despair. These ads feature our friend the cat doing battle with the
enemy. Here it's cat versus kid.
Cat versus carpet.
Slight shedding problem. Fizzle. Life's messy. Clean it up.
Very bad dog.
Bad, bad dog. And last but not least cat versus dog.
Very bad dog.
The ads we have just seen are able to sell a message. The ads you are about to see are able to
sell you stuff you may not need. Advertisers have a name for them. They are called direct response
ads. And be warned, gadget junkies, the products you're about to see are real.
Hey, you. Hey, you. That's right, you. What?
At last, a product to solve some of the problems faced by dog lovers.
It's Pet Duty, the sanitary kit for dogs. Pet Duty is an adjustable harness with an attached
disposable bag that fits comfortably on your pet. No mess, no fuss, nothing to wipe off when
put on securely and comfortably or when you remove it from your pet correctly. Is watching TV in bed
uncomfortable? Not anymore with the teleview. This patented device contains special refractory
mirrors that act like a periscope. Watching TV will become a truly relaxing experience. These are
great. To help your eyes, you get eyeglasses. For your ears, ear glasses. The ear glasses are designed
like the ears of large hunting animals. There's no need to cup your ear. Get the ear glasses now
and enjoy what you hear. Call now. Gosh, these are kind of cool. Okay, whisper something to me.
Well, maybe not. When we come back, we'll see more great comedy spots. Go behind the camera with top
commercial makers and we'll see the ads that launch the careers of some of today's biggest stars.
But before we do, can you guess which commercial was judged the most effective ad campaign of all
time? It certainly is a big one. It's a very big one. Was it A, Wendy's Where's the Beef?
B, Alka-Seltzer Mamma Mia? Mamma Mia, that's some spicy meatball. Or C, the Federal Express
Fast Talker? Or C, the Federal Express Fast Talker? Or C, the Federal Express Fast Talker? Or C, the
Expurgated? The answer when we return. If you experience vaginal dryness, now there's Vagisil
Intimate Moisturizer. It's like bringing back your own natural moisture. Just a few clear drops
replace your body's own natural moisture, relieve dryness, and it's smooth as liquid silk, never
greasy. Developed with a woman gynecologist, Vagisil Intimate Moisturizer has natural aloe,
and it's safe to use every day. It's like bringing back your own natural moisture with Vagisil
Intimate Moisturizer. Drive into Sears for our national automotive sale because you'll
save 20 to 50 dollars on a set of four select tires from Michelin, Bridgestone, Goodyear,
and more. So get in, get tires, and get rolling. Sears Auto Center. They tried our refreshing
blue flavor. They tried our minty green flavor. Then we told them both were Listerine. Cool
Mint and Fresh Burst Listerine. All of Listerine's germ-killing power with great taste. Imagine life
without allergies and sinus pain with Benadryl Allergy Sinus Headache. Unlike leading prescription
allergy medicines, it gives you sinus pain relief, plus the allergy relief of Benadryl's
histamine blocker. Benadryl Allergy Sinus Headache. Here, lizard lizard. Here, lizard lizard lizard.
Godzilla's hiding and it's up to you to find him. Just buy a Gordito or a medium or larger
drink. If you find Godzilla, use your secret decoder to reveal what you've won out of million
surprises. You could win a million dollars. I think I need a bigger box. It's the season
finale of the practice. I think I have to charge him as an adult. This kid, he's gonna lose
his life. Part of me hopes you win this. All new Practice, ABC Monday. Bobby and Diane make
the commitment. You ready to do the right thing? Of their lives and Andy continues the fight.
There might still be cancer cells for his new blue Tuesday. Best commercials you've never seen
and some you have will continue in a moment here on ABC. In a time of war, the Germans are going
to arrest all the Jews. Me and some of the other students are trying to find places for them to
hide. A family must unite to save a world being torn apart. Acclaimed actor Sam Waterston and in
a rare television appearance Mia Farrow. Their lives would be on our conscience. Miracle at
midnight. ABC Sunday May 17th. This is News 8 Now. Good evening to you. This is Brad Watson and
just ahead tonight on the News 8 Update at 10, dozens of families in North Texas begin to clean
up and try to piece their lives back together after last night's violent storms. We'll show
you where the storms hit hardest on the update. A Collin County family that came together because
of tragedy gets a free donated house today. Why? At 10. The Dallas Stars play the Oilers as their
Stanley Cup Playoff Series continues at Reunion and Great Fields with your Mother's Day Forecast.
Man, that's some great pizza. So you got any more? Nope, that's it. It's all gone, boy.
At Little Caesars you get two great tasting pizzas for one roll price. Everyone knows that.
Lay down. Dog's gone squirreling. Duke, cool it. Two pizzas just $8.99 only at Little Caesars.
Pizza, pizza. What's the reason you're still driving that old car? Money. You can afford a
new car now because Chevy's offering special incentives which mean you could be driving a
new car with monthly payments less than you're paying now. For example an easy to own Cavalier
is only $1.99 a month with only $400 down payment or choose incredibly low 1.9% APR financing which
could save you a bundle. So see your North Texas Chevy dealer now during this money saving sales
event. Loyalty as Rex here knows is about having people you can rely on. At Marshall's you'll
always find the brand names you trust for less. Me? I rely on the brands I know and I know exactly
where to find them. Marshall's brand names for less. Every day. A pleasant evening for the area
your Mother's Day forecast tonight at 10. Where's the beef? Which ad did you think was most effective?
Was it A. Wendy's Where's the Beef? Mamma Mia that's a spicy meatball. B. Alka Seltzer Mamma Mia
or C. The Federal Express Fast Talker. Well according to the F's the group which judges
these things. The Federal Express Fast Talker was the most effective ad. When my Doritos commercial
aired during this year's Super Bowl I never thought I would be hosting a television special
for ABC but I'm sure some of the actors in these next commercials never thought they would be holding
Academy Awards. See if you can spot the special something that made these performers stars. Do
you know who this is? Right Side has a natural brightener. Long before she won an Oscar for LA
Confidential, Kim Basinger starred in this shampoo commercial. Right Side with a natural brightener.
It does more than just clean. Introducing the elegant shave. New rapid shave cologne scent. They asked us to try it out.
Got a great fragrance. Remember him from Rhoda and One Day at a Time? This is Richard Mazer.
I may shave more often. You gotta shave? Come on he's won't make it interesting. He was gopher on the
love boat and a former U.S. congressman. This is Fred Brandy. Surround my face with what I deserve.
Sylvester Stallone needs no introduction. What's wrong Amy? I've never done this before. Why me? Oh you'll be terrific.
But millions of people will be watching. Soon after this commercial was made this little flower
girl starred with E.T. In her most recent role she dated the wedding singer. That's right she's Drew
Barrymore. Hey guys what's wrong? We always cry at weddings. A very very big message for grownups.
Do I look 20% smaller to you? Recognize this future vampire slayer? Believe it or not
this is Sarah Michelle Geller. I must to McDonald's. When I order a regular burger at McDonald's
they make it with 20% less meat than Burger King. Unbelievable. Luckily I know a perfect way to show
McDonald's how I feel. I go to Burger King. Aren't you hungry for Burger King now?
I never used a fabric softener. Didn't think it could make much of a difference.
Didn't think it was worth carrying those heavy bottles and racing to catch rinse cycles.
Then a friend told me about bounce. Bounce touch means our cottons are much softer now.
My dress is much softer now. Guess who this is. Want a hint? This movie and TV actress is married
to a world famous tennis champion. The bounce touch controls statics so our synthetics don't
cling anymore. My blouses don't cling anymore. Here's another quick hint. Blue lagoon.
Our towels smell cleaner and fresher. That's right. This is Brooke Shields.
Hi. Each working day I walk from Los Angeles to New York. This is the time when a girl really
needs a little support. Before Thelma and Louise and an Oscar for Dead Man Walking,
Susan Sarandon was also a commercial star. Let me tell you a secret I have. A two ounce
undies sling. Magic Lady by exquisite form. Stretches to three times the size in both directions
to slim you comfortably whether you weigh 150 pounds or 95. I'm wearing Magic Lady's pants slimmer.
It slims and gives me a natural line under slats. And I'm wearing Magic Lady's briefs.
So comfortable and such control. And there's a Magic Lady regular panty too.
I could make a cross country without my two little ounces of sling.
Excuse me, ma'am. Why the tracksuit? You kidding? Between housework, kids and shopping,
I put in five miles a day. And your deodorant? That's hour after hour, double dry. The long
distance deodorant. Before she was Annie Hall, she was this woman on the go. That's right.
She's Diane Keaton. And we'll walk out before the day is over.
Advertisers take a great risk when they base their entire campaign on humor. Here are some examples
where that risk paid off. Oh, great. We're gonna go around back. What? What are you looking at?
Will you shut the door? Can you shut your pie hole? Sorry, I had to see a thing with the wife there.
Little tiff. Come on, move, move, move. Oh, this is good. This is really good. I hibernate for eight
months. I'm talking to the mattress guys. Thank you. What? What? Come on, be on your way. Let's go.
Oh, eight months of peace and quiet. Oh, that's good. That's just nice right there.
Recently, history was made through the miracle of cloning.
Little Caesars has a history of using humor in their ads.
Pizza!
How much? $6.99. Any pizza, any cheese, any toppings. You got two? Any pizza, any cheese,
any toppings. $6.99. Little Caesars, any pizza, any size, any toppings. $6.99 each. Get two and
crazy bread's free. Hello, mattress. Hey, honey, the mattress guys are here. Just drop it right
there, guys.
What's wrong?
What's wrong? Sometimes simple is better. Oh no, I think we're lost. Whatever shall we do?
Oh look, it's the good fairy. She'll know what to do.
Will? Not to fear, little children. I will help.
Should have used Stren. Stren, the most dependable fishing line in the world.
Check out this delivery man wannabe.
I got the middle. That's okay, sir. I know what I'm doing. I've done this before.
Oh, you okay? This is a really nice place you guys have here. Can I use your bathroom?
I think you'll like this model. I have one myself.
Having worked in commercials, I now see them in a whole new light. The best ones to me play like
mini movies. A 30 second to one minute film with all the plot, character development, and humor of
a two hour feature. See if you agree.
When your life flashes before your eyes, make sure you've got plenty to watch.
Watch. As the song goes, nobody does it better than James Bond.
But that was before anyone saw the heroine of this ad.
Okay.
The Depression era is the setting for this award winning commercial.
Okay.
When we come back, we'll get the inside scoop from today's top commercial directors
and we'll see some ads that defy description. In the meantime,
see if you can guess what this next commercial is trying to sell.
Is it A, bleak collars, B, iced tea, C, deodorant, or D, chalk?
The solution to this riddle is yours when we return.
My mom wants to smell good.
My mom likes sparkly stuff.
My mom loves bright colors.
You'll find lots of great gifts at the JCPenney Mother's Day Sale.
JCPenney, I love your style.
Choose gifts like dresses, crystal, or sleepwear and add a gemstone pendant for just $29.99 with any $25 purchase.
At the Mother's Day Sale, gifts that make her feel good. Prices that make you look smart.
Happy Mother's Day.
JCPenney, I love your style.
Man, that's some great pizza.
It's all gone, boy.
At Little Caesars, you get two great tasting pizzas. Everyone knows that.
Two pizzas, just $8.99. Only at Little Caesars.
Pizza, pizza.
With AT&T OneRate International, it's $7.08 for a 12-minute call from the U.S. to Mexico.
With 10-3-2-1, it's $10.56.
Surprised?
Nine out of ten calls from home cost less with OneRate International, so give us a call today.
My doctor says I'm healthier than he is.
I swim every day, and I take my blood pressure medicine regularly.
If you're taking a prescription, speak to your doctor about the pain reliever you choose.
The lake is good for your soul.
For people on certain prescriptions, Tylenol is the brand of pain reliever doctors recommend most,
and Tylenol won't irritate your stomach.
When I swim, I'm free.
Tylenol. Take comfort in our strengths.
She loves to take care of the yard.
The neighbors have nicknames for me because my yard looks kind of picky.
I use Turf Builder Plus Two to get rid of my dandelions.
I put it in my spreader, walk around the yard a little bit.
A couple days later, the weeds are looking sick and the lawn's looking green.
They say the best weed control you can have is to have a healthy lawn,
because the healthy lawn will choke out the weeds.
It's great to lay on because it feels good.
With Scott's Turf Builder Plus Two, it's so easy.
Even he could do it.
I got the point of that.
No, but...
One of these women uses new Suave Ultra Dry Antiperspirant.
The other uses Secret Ultra Dry.
Both feel cool and confident.
So who uses Suave and who spends a lot more?
If you can't tell, why should we?
Suave. Don't you look smart.
A short story.
Bum-bum-bum.
The all you know is now ultra-all.
It's concentrated, but just as big in stain lifting and valium.
New Ultra A-L-L.
The stain lifter, that's all.
Monday. If you wear glasses, you've got to see this.
We had dozens of eyeglasses made.
You won't believe how many were made wrong.
I could actually see better when I just took the glasses off.
What can you do?
Plus, see Peeping Tom's Drug Dealers Caught on Tape.
Watch video vigilantes take back the streets.
We'll be back in 2020, Monday at 9, 8 Central.
All-new ABC Wednesday beginning at 8, 7 Central.
Okay, what was this commercial selling?
Was it A, flea collars,
B, iced tea,
C, deodorant,
or D, chalk?
Believe it or not, the answer is iced tea.
Time for missed tea.
We made nearly 4,000 commercials for this special.
And some of them, let's see how I could phrase this diplomatically.
Some are just flat out weird.
Here are a few of our favorites.
Admin are always on at me to liven up my advertisements
for John Smith's Extra Smooth Bitter.
I don't think it's enough to talk about its extra smooth taste.
What we need is a bit of action, Jackie.
They just don't get it, do they?
Well, I told them straight.
There's no dancing ladybirds and definitely no penguins.
Just me in a pub with a pint of John Smith's Extra Smooth.
Pure silk in a glass.
So if this is a bit dull, you can blame me.
Cut it. That was nice, Jack.
So you're gonna put the pub background in afterwards?
Yeah, yeah, that's right, Jack.
Yeah, we're gonna put it in later.
This fugitive on the go runs into an unexpected problem.
You see? Our canty.
To make this innovative ad, the filmmakers use 125 cameras
mounted on a 20-foot pole
to capture the three-dimensional snapshots of scenes around London.
That's right.
Remember him?
It was on me to liven up my advertisements
for John Smith's Extra Smooth Bitter.
I don't think it's enough to talk about its extra smooth taste.
What we need is a bit of action, Jackie.
They just don't get it, do they?
Well, I told them straight.
There's no dancing ladybirds and definitely no penguins.
Just me in a pub with a pint of John Smith's Extra Smooth.
Pure silk in a glass.
So if this is a bit dull, you can blame me.
Cut it. That was nice, Jack.
So you're gonna put the pub background in afterwards?
Yeah, yeah, that's right, Jack.
Now we're gonna put it in later.
What makes the commercial memorable?
Clever writing? Special effects?
A strong message.
Most of the time, it comes down to a great idea
and the vision of a talented director.
Simple, right? Hardly.
You wouldn't believe the amount of work
that goes into one 30-second spot.
Let's meet four of the top commercial filmmakers
as they reveal the secrets behind their unforgettable ads.
Regarded by his peers as a master storyteller,
Kinka Usher is the director behind dozens of memorable ads,
including the Pepsi Goose Spot.
The most effective tool for communication today
as far as selling products is entertainment.
If you can weave the product into that story seamlessly,
I think that you're gonna sell more products.
I think I'll take Ralphie for a drive.
It makes the story work in 30 seconds,
and what makes it successful is that you strip the idea
down to its most clearly recognizable elements.
The lead dog, Duke, that actually plays the driver.
When Cary Grant died, he got reincarnated into this dog.
It's that amazing of a character.
If you watch the spot closely,
this dog takes on so many human characteristics,
that's, I think, the success of that commercial.
Hank Perlman wrote many of the award-winning ESPN promos.
Comedy is his forte.
It was not a big production.
It was just kind of like a bunch of friends
kind of like goofing around.
You don't get too many complaints once in a...
Well, you know, sometimes the guys say
we're not showing enough of his highlights.
In the wrestler spot, King Kong Bundy is walking down,
and I'm, like, walking out with some papers,
and I just get kind of pie-faced.
Where am I hiding?
I just think, in general, things are always funnier
when they seem like they're really happening.
It's those Greco-Roman wrestling guys.
They're a bunch of sissies. You guys are great.
I think humor is important in advertising
because I think you only have 30 seconds
to make somebody feel something,
which is kind of difficult.
Sam Bayer struggled as a painter in New York
before trading in his canvas for a camera.
What I'm trying to accomplish in 30 seconds
is I want to move people.
If you let me play...
If you let me play sports...
I would like myself more.
I'll have more self-confidence.
The girls that I cast for If You Let Me Play
and the things that I was looking for,
where the children had to have a quality
that you just could not find
in a conventional casting session.
If you let me play...
I'll be 60% less likely to get breast cancer.
They were real people, and what I was looking for was
real people and real children
who had something you couldn't even define.
I will learn what it means to be strong.
To be strong.
If you let me play.
Play sports.
If you let me play sports.
Bruce Dowd creates commercials
that use magical elements.
He directed these memorable spots.
My objective is to bring to the audience
some stimulating, optimistic point of view on things,
perhaps that they haven't seen before.
I think the unique quality to Giant
is that there is character development.
And one of the shortcomings of commercials
may be that one doesn't often get the opportunity
to develop a character.
And the vehicle became a character,
which is very much a part of the advertising process,
is that the product takes on a personality,
a dynamic of sorts.
You create a character.
My interest is not so much the manipulation of the audience,
but more the bringing to them of enjoyment,
pleasure, entertainment,
and something new and special
that makes the television viewing experience more interesting.
What are you guys doing on the Guess the Products?
Okay?
Not so good?
Well, here's another chance.
What's the product behind this commercial?
As you watch this ad,
try to figure out if it's for A, cologne,
B, blue jeans,
C, laundry detergent,
or D, insurance.
The answer when we return.
Violence storms pummel parts of North Texas.
Find out the latest on clean-up efforts today.
Will there be a mini-summit in Washington?
We'll have the answer.
And a happy ending for a Collin County family struck by tragedy.
All next on The Update.
When it comes to our bodies, women shouldn't compromise.
Monistat 3 cures a yeast infection with a three-day treatment
and still gives us the brand we trust.
Absolutely nothing works faster.
Monistat 3, the only three-day treatment
from the number one doctor-recommended brand.
There's the drug.
The number one doctor-recommended brand.
There's the dryer you bought at Sears.
The fridge you should have.
The air conditioner from who knows where.
All waiting to betray you.
But now, no matter who made it,
the appliance repair specialist of Sears can fix it
and guarantee the work.
Sears Home Central, the service side of Sears.
You know things are bad when cheerleaders are bummin'.
So you're Owen 26
and your star player got beat up by Bobo the team mascot.
I got just the thing to perk up those pompoms.
Starburst Fruit Juice.
What's this, boomba?
Come on, girls, sing it.
Go, Starburst, go!
Uh-huh.
Go, Starburst, go!
The crowd is storm wild.
Starburst Fruit Juice.
The flavor's a bang.
A burst.
Need a boost?
Give it some juice.
Go, Starburst, go!
Energizer is so confident,
they're offering a guarantee.
Either their AA batteries last longest
in most high-drain devices
or your money back.
Okay.
Who's the wise guy?
For Mother's Day, Zales, the diamond store,
has diamonds for just $99.
Earrings, heart pendants, and rings.
All just $99.
Show her you really did learn to say thank you at Zales.
Hey!
McDonald's is going wild
over the opening of Disney's Animal Kingdom,
Disney's most adventurous theme park ever,
and so will you.
The adventure starts with a wild, tangy taste
of our McRib sandwich.
Juicy, tender, and smothered in sassy barbecue sauce.
But hurry, the McRib will be gone before you know it.
Honey, it's for you.
Did somebody say McDonald's?