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Bad commercials of the past

Filed under: Imported

"I'm strong to da finich, 'cause I eats me . . . Wheatina?"

Today, commercials seem to be the only thing most radio stations play, but in the early days of the medium, advertising-by-sound was considered the worst thing ever invented. People loathed it, and it might have never taken off-- and over-- if someone hadn�t come up with the masterstroke of incorporating the ads into the program, with the show�s cast of characters �enjoying� the product. Suddenly, the country wanted to smoke what Jack Benny smoked. And when he switched to Jello, they smoked that, too.

Here�s a perfect example, from the dramatic climax of the first episode of Popeye, broadcast in 1935. An out-of-control streetcar (!) is about to plunge Wimpy and Olive Oyl to their doom. (The kid with them is a radio-only character named Matey.) Popeye has just been flattened by the trolley, so everyone�s amazed when he reappears to save the day. But instead of his traditional injection of spinach, Popeye chugs down three bowls of his sponsor�s cereal, Wheatina. (Note: Sound quality is on the dull side, so use your EQ.)

P.S. For Popeye and/or Wheatina fans, here�s the show�s intro and first commercial.

Posted by Steve Monaco at March 11, 2005 5:20 AM

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