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Heinz Ketchup 1968 TV Spot Storyboard

Monday, April 15th, 2013

Here’s a fascinating, at least to me, document, which is somewhat off the beaten path for this blog.

This is a storyboard for a 1968 TV spot for Heinz ketchup, which was presented at a company sales meeting as an alternative to the advertising the company had done up to that point. Created by DDB, the iconic advertising agency of the 1960s — and still a major force in the advertising world today — the ad emphasized the quality, texture, and taste of the product, as compared to other, cheaper brands. You can read the entire story behind the reasoning that led up to this spot here; sadly, the video of the commercial isn’t on the web, but I think this almost frame-by-frame analysis of the advertisement is much more enlightening than the finished version. This is how stuff is sold, folks; careful consideration, a lot of contemplation, and a desire to make all of us more effective consumers.

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Wheeler Winston Dixon

Wheeler Winston Dixon, Ryan Professor of Film Studies at the University of Nebraska-Lincoln, is an internationally recognized scholar and writer of film history, theory and criticism. He is the author of thirty books and more than 100 articles on film, and appears regularly in national media outlets discussing film and culture trends. Frame by Frame is a collection of his thoughts on a number of those topics. To contact Prof. Dixon for an interview, reach him at 402.472.6064 or wdixon1@unl.edu. Visit him at his website wheelerwinstondixon.com.

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