Television Advertising

In at least two instances, the Wilson administration has backed down from airing sharp-edged television ads that directly challenge the tobacco industry, after one major tobacco company threatened to sue. The administration took the steps even though some of Gov. Pete Wilson's top health advisors insist that ads aimed at the industry are an especially effective way to combat tobacco use, particularly among teenagers.

John Wayne, the late actor who's already got an airport named after him, now has his own beer commercial. Thanks to digitized computer technologies similar to those used by Hollywood during the filming of "Forrest Gump," Wayne is now appearing on television screens to pitch Coors beer. In the commercial, a drill sergeant badgers his troops to find out who left a six-pack of beer in the barracks. That's when Wayne appears with word that it's his beer.

PepsiCo Inc. canceled several weeks of television advertising for its "Pepsi Stuff" campaign because awareness of the promotion spread more quickly than expected, Pepsi spokesman Brad Shaw said. Through the promotion, which started in March, consumers can collect points when they buy Pepsi drinks and turn them in for clothing and accessories bearing the Pepsi name. Purchase, N.Y.-based Pepsi still has plenty of "stuff" to go around in its largest-ever promotion, Shaw said.

The television networks have reaped more revenue from pre-sold advertising time for next season than ever before, despite their mediocre prime-time results during the just-concluded broadcast year. The networks are finishing the annual ritual known as the upfront market, when they sell advertising time in their new prime-time schedules. With the fledgling UPN and WB Networks included, total prime-time sales are expected to near $6 billion.

Marketers have long seized on the Chinese New Year as an occasion for drumming up business among the ethnic Chinese attending street celebrations in Los Angeles, San Francisco and other U.S. cities. This year Coca-Cola Co. is broadening its effort, ushering in the Year of the Rat with a national television spot, the first big marketer to do so.

Pharmacia & Upjohn is launching TV spots for its over-the-counter baldness treatment this weekend amid a high-stakes effort to fend off competitors to Rogaine. The spots, aimed at men and women, aren't hair-raising in themselves. In one commercial, a balding man uses Rogaine at the urging of his wife and sees modest results four months later. "See, there's room for growth in every relationship," says his wife.

For Clothestime, which is struggling to bolster revenue so it can successfully exit U.S. Bankruptcy Court, getting in consumers' faces meant first getting in the face of television executives--who responded by refusing to run a racy Clothestime commercial. Armed with its rejection slips, Clothestime then declared war on the television networks.

Two Orange County companies are betting that it's in to be in your face. But they might take a cue from a third local business that recently learned it doesn't always make cents to needlessly irritate customers. Carl's Jr., the burger chain, and Clothestime Inc., the bankrupt junior women's apparel chain, each are utilizing advertising that incorporates conflict to help pitch their products. For decades, Carl's Jr.

I formed Two-D Productions in 1989, and we've been doing primarily infomercials since 1992. I do all the producing and directing, and I oversee everything in the business. My clients appreciate that they are not just another project running through a large production company. As my projects got bigger and more sophisticated, I hired freelancers to help me out. Now it affords me the opportunity to have the small company I want and still do the kinds of projects I want.