Golden Oldies

Whether we really know "Where the yellow went" or the answer to "Where's the Beef?” or even remember to say "Jello Again," those of us over 40 likely have those phrases rolling around in some corner of our minds—whatever is left of them.

In the last few years, pholks, dozens of television and radio commercials have been using those Golden Oldies or other feel good musical hits to tout their products, services or whatever they are pushing. There still are a few new “catch phrases” which are sticking in our minds like those from long ago, but more and more major marketing and public relations firms are using music from the 1950s through the 1980s to tickle our emotions and grope at our attention. A national mutual funds corporation uses “In A Gadda Da Vida” by Iron Butterfly with swirling graphics to gain our attention and tax preparer H&R Block calls on the George Harrison tune of “The Tax Man” to drive home its message. Allergy sufferers are the target of Claritin allergy medication's “Blue Skies” messages.

The other day as I was rockin' out to a 1960s tune during a television ad for something or other, I slipped back in time and plucked out some of those old phrases which got branded into the memory bank part of my brain. And I asked myself, “Self, ain't it neat to see just how great that “Baby Boomer” music really was?”

Then, the voice of “self” responded by saying, “Yep, but lets not forget about those unforgettable “catch phrases” and icons of products in the great days or radio and early television.”

“Self” and I had a great few minutes thinking about those phrases still lurking around in darkened valleys of my not-yet feeble (pheeble?) mind, waiting patiently to be set free. There was the Gillette parrot, who told Tuesday and Friday night prize fight fans to "Look Sharp, Feel Sharp, Be Sharp," between rounds.

Or how about Don Wilson's he was Jack Benny's announcer/straight man opening the weekly radio and later the television show with his cheery “Jell-O Again." Even today when I think about or indulge in Jello-O, I think of Jack Benny.

The "Land of Sky Blue Waters” where the Hamm's Bear roamed has a lasting image, enough so that Hamm's is no longer a major adult beverage. It was one of my dad's favorite commercials even though he seldom drank much of the stuff.

And there are times when I've overeaten pizza or some other favorite food, that I think to myself, “I can't believe I ate the whole thing,” the famous Alka Selkzer phases.

“Can you hear me now?” is unforgettable, especially when every day dozens of inconsiderate cell-phone jerks spoil a restaurant or sports event outing or a shopping cruise through the supermarket. That is one catch phrase which I can always answer. “Hell yes, I can hear you but I'd rather not.”

Ipana Tooth Paste, (do they still make the stuff?) will always be the answer to those who still wonder: "Where the yellow went" and when someone says, "Mmm-Mmm Good,” the image of Campbell's Soup can't be ignored.

The woman who drove so many of us crazy with the beef question became an instant star and media darling.

Whether things really do go better with Coke is an iffy question today, but there is no doubt that Coke-a-Cola scored as a big rival to Pepsi and its “generation”

How many of you remember what LSMFT means? Lucky Strike Means Fine Tobacco is the answer. Tony the Tiger means Kellogg's Frosted Flakes because he always tells us they are so “GREEEAT.”

And that damned Energizer Bunny still hasn't run down delivering his message. “Self” and I got back to watching whatever was on the tube and were doing just fine—until James Brown's “I Feel Good” was used to push some product or service. After a little more rockin' out, we (“self” and I) got back to some dull program and fell asleep in the recliner.

Miles can be reached at mshuper@valleyvoicenewspaper.com