Doyle Dane Bernbach Inc. Vice President, Copy Supervisor
chuukyuu Please name two of the works you've done in the past couple ot years that you like best and explain on each of the two why you like it best.
Mrs.Parker One that I'm fond of is a commercial for Ocean Spray Cranberry orangeJuice, called "The Wayward Cranberry."
I like it because it managed to draw its interest from a uniqueness of the product which is not shared by any competitors.
Americans are really not very familiar with cranberries. except in the form of cranberry sauce which is eaten at Thanksgiving with turkey. They certainly don't think of cranberries as a fruit for making juice. Other juice fruits(orange, pineapple, apple, grape) are more popular, more beautiful, more obviously juicy and have a much more widely-accepted taste.
What, then, have cranberries got that other juice fruits haven't got？ Well
they're small and red and hard and very reluctant to give up their juice. It hardly seems like anything to boast about---but in the good old DDB tradition we took this seeming disadvantage and turned it into a plus.
Showing the small, hard, disobedient berry dramatizes the fact that the consumer cannot extract its juice herself. She needs Ccan Spray to do it for her. The wilfulness of the little berry is heightened by comparison with the easy juice extraction from the orange. "That part", says Ocean Spray, "is easy, and you could do it yourself. But leave the cranberry to us."
In addition. there is the suggestion here that the little cranberry has a spirit of its own. and therefore makes a very peppy and vigorous drink---which is quite true.
To me personally, the nicest part of the commercial is the string of muttered curses by the unseen housewife who is unsuccessfully trying to tame the little berry. I went through many versions of swear-words before I could get expressions acceptable to the network censors. For instance, they would not let me use 'Damn it', but 'Darn it' was all right.
You may remember that this commercial won a Gold Medal at the Art Director's show and a 'World's Best' Trophy at the International Broadcasting Awards. I'm glad people still like it.