Della Femina Travisano ＆ Partners, Inc. President
President
<<An interview with Mr.Jerry Della Femina(1)
Mr.Femina The other ad is the one I did for Panasonic. When I went to Ted Bates, no one wanted to work on the Panasonic account. They all felt that it was too small for them to pay attention to.
chuukyuu It's a Japanese company.
Mr.Femina Right.
chuukyuu It's one of the largest companies in Japan.
Mr.Femina Oh yes, it's a giant company but in the United States, they were not spending enough money for someone to work for it.
They were spending 700,000 dollars but nobody really quite wanted to do anything about it, so I had to write an ad for a new television set.
The first ad said, "Are you scared stiff, your first color set will turn out to be a 500 dollar dog."
And my problem was that I had to present this to Mr. Isomura, who was the president of Panasonic.
He just came over and he understood.
He didn't understand what scared stiff meant so I had to explain that scared stiff means frightened.
Then he said, "It's going to turn out to be a 500 dollar dog. What do you mean by dog?"
And I explained to him that I meant a dog as a lemon.
And he said, "What do you mean by lemon?".
So I said, "It means bad set" and finally he agreed and bought it.
That particular ad sold out that television set.
chuukyuu Are you still working on this account?
Mr.Femina No, that was over at Ted Bates. I worked with Mr. Isomura for a year and a half.
Are you
scared stiff,
your first
color television set
will turn out to be
a 500 dollar dog.
The Green Hornet with an orange face ...
The American flag in glorious pink, gray and purple...
Achartreuse N.Y Giant chasing a blue football on magenta grass.
Nightrnares.
Nightmares that keep you saying,"I'll wait until they perfect it." Well, "they" really perfected it.
The "they" is Panasonic.
Our 19-inch color picture was lab tested against the comparably priced 19-inch color sets made by 3 leading manufacturers.
They make good sets.
We beat them.
The laboratory report said that Panasonic produced the strong-est, most desirable color picture.
We did so well that at the end of the test technical and non-technical personnel at the laboratory were asked which brand of the four they preferred with respect to picture quality. All selected Panasonic without hesitation.
Now this wasn't one of those "pat yourself on the back with your own hand" tests, either.
This was a completely unbiased test run by the Nationwide Consumer Testing Institute, Inc. At this point you're probably saying: "Sure, Panasonic beat 3 top companies in a test.
"But who is Panasonic? Can I trust them when I'm putting more than 400 bucks on the line for a color set?"
A natural reaction.
Would you trust a company that has 2,500 scientists and engineers in its research laboratories?
Panasonic has.
Would you trust a company that has 40,000 technicians in 72 factories?
Panasonic has.
Would you trust a company that sells 4,500 products in 120 countries?
Holds 14,048 patent rights and designs?
Panasonic has all these. And more.
And here's probably the most important thing of all: We design and make every vital component in our equipment ... from the tiniest transistor to the big color picture tube.
Then we assemble them into TV sets, tape recorders, radios, phonographs.
So you're always sure of getting quality control ... from start to finish.
It boils down to this: We don't just put color television sets together at Panasonic.
We make color television sets.
The Green Hornet won't have an orange face on a Panasonic set because the circuitry that would give him an orange face can't get past the hundreds of inspectors who have to OK it.
If you were to strip down a Panasonic color set right this minute, you would find over 500 electronic components.
That's about 100 more electronic parts than you would find in the best selling set around.
And we don't build these 100 parts into our sets just for decoration, either. They're put in to give you more complete color circuitry and more color circuits.
They're put there to give you a brilliantly clear, sharp, steady color picture.
Our 90° deflection picture tube has rare earth phosphors that provide you with the sharpest, richest picture around.
Panasonic's automatic degaussing system gives you absolute color purity at all times on every channel.
Panasonic's color set even manages to look good when turned off.
It's slim, compact, and comes in a good-looking, solid-walnut cabinet.
We could talk about Panasonic's color set from now until doomsday and we probably still won't convince you to buy one.
There's really only one person who can do that.
You.
You have the equipmeht that can demonstrate the reat difference between the new Panasonic CT66L color set and all the color set and all the color sets around.
You have two eyes.
Use them.
Spend five minutes in a store that's permitted to carry the line.
Look at a Panasonic color set.
Compare it to all the other color picturesyou've seen. When you get finished using your eyes, start using your head. Buy a Panasonic color set.
