Guide to the Foote, Cone & Belding Communications, Inc. Records, 1964-1978 and undated
The Foote, Cone & Belding advertising agency (FCB) was formed in 1942 when Albert Lasker sold the Lord & Thomas agency to three of his executives. A pioneer in television advertising, FCB later merged with Draft Direct Worldwide to become Draftfcb, a subsidiary of The Interpublic Group, and one of the largest advertising agencies in the United States. The Foote, Cone & Belding Communications, Inc. Records span the years 1964-1978 and consists of audiotapes, videocassettes, 16mm film, focus group studies, television schedules, scripts and photoboards from television commercials. Clients include Armour-Dial, Burger King, Hormel, Interstate Brands (Wonder Bread), Johnson & Johnson, Kraft, Pizza Hut, McDonald's, S.C. Johnson, Sears & Roebuck, Western Electric, and Zenith. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.
- Collection Number
- Foote, Cone & Belding Communications, Inc. records
- 1964-1978 and undated
- Foote, Cone & Belding
- 6 Linear Feet
- David M. Rubenstein Rare Book & Manuscript Library
- Material in English
The Foote, Cone & Belding Communications, Inc. Records span the years 1964-1978 and consists of audiotapes, videocassettes, 16mm film, focus group studies, television schedules, scripts and photoboards from television commercials. Clients include Armour-Dial, Burger King, Hormel, Interstate Brands (Wonder Bread), Johnson & Johnson, Kraft, Pizza Hut, McDonald's, S.C. Johnson, Sears & Roebuck, Western Electric, and Zenith.
Collection is arranged into four series: General Files; Photoboards; Scripts; and Audiovisual Materials.
Access to the Collection
Collection is open for research.
Researchers must register and agree to copyright and privacy laws before using this collection.
All or portions of this collection may be housed off-site in Duke University's Library Service Center. The library may require up to 48 hours to retrieve these materials for research use.
Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.
Use & Permissions
The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.
How to Cite
[name of item], Foote, Cone & Belding Communications, Inc. Records, David M. Rubenstein Rare Book & Manuscript Library, Duke University
Includes communication and focus group studies, corporate library guide, and television schedules. Arranged alphabetically.
Includes original and aired photoboards, frames of television commercials. Aired photoboards include locations, date, and programming information.
Arranged alphabetically by product type, then by products. Variations in spelling reflect variations in the files.
[Includes Alka 2, Alka-Seltzer, Bisodol Tablets, Brioschi, Conquel, Di-gel, Eno, Formula 1447 Antacid Demulcant, Kaopectate, Maalox, Pepto-Bismol, Phillips Antacid Tablets, Remegel, Rolaids, Seltzer 2000, Tempo, Tums, Willard's]
[Includes Anacin, Aspergum, Bayer, BC Powder, Bufferin, Congespirin, Datril, Excedrin, Liquiprin, St. Joseph's, Trilium, Tylenol, Vanquish, Viro-med] .
[Includes babyScott Diapers, Curity Tape Tab Disposable Diapers, Dy-Dee Diaper Service, Gerber Baby Food, Johnson's Disposable Diapers, Johnson's Baby Bath, Pampers, Wet Ones]
[Includes 7 Up, Anheuser Busch Natural Light Beer, Budweiser, Community Iced Tea, Country Time, Dr. Pepper, Folger's Coffee, Gatorade, Kool-aid, Lipton, General Foods Mellow Roast Coffee, Michelob Beer, Miller Beer, Mogen David Premium Wines, Nestea, Ocean Spray, Old Milwaukee Beer, Orange Crush, Pabst Blue Ribbon Beer, Red Rose Tea, Salada Tea, Sanka, Schaefer Beer, Schlitz Beer, Tang, Tetley Tea, Welch's, Wyler's]
[Includes Butternut, Earth Grains Old Fashioned, Fresh & Natural Wheat, Hart's, Homepride, Millbrook, Nolde, Old Home, Sunbeam, Weber's, Wonder]
[Includes A1 Steak Sauce, Betty Crocker Bac-Os Bacon Bits, Blue Bonnet Smooth & Easy Gravy, Byron's Bar-B-Q Sauce, C and H Sugar, Cool Whip Topping, Creative Kitchens Smooth & Easy Brown Gravy Maker, Crystal Barbeque Sauce, Dream Whip Whipped Topping Mix, Durkee Chris' & Pitt's Hot Bar-B-Q Sauce, Jiff, Kraft Barbecue Sauce, Lipton's Lite Lunch Soup Mix, Maull's Barbecue Sauce, Mazola Corn Oil, Mrs. Filberts Corn Oil Spread, Ocean Spray Country Girl Grilling Sauce, Open Pit Barbecue Sauce, Peter Pan Peanut Butter, Shake 'n Bake Barbecue Mix, Skippy Peanut Butter, Smucker's Grape Jelly, Squeeze 'n Season Cooking & Grilling Sauce, Wright's Liquid Smoke]
[Includes Benylin Cough Syrup, Breacol, Cheracol D, Children's Hold 4 Hour Cough Suppressant, Creomulsion, Halls Mentho-lyptus, Hold 4 Hour Cough Suppressant, Listerine Lozenges, Luden's Menthol Cough Drops, Mentholatum Ointment, Nyquil, Pertussin 8 Hour, Romilar, Scot-Tussin, Silence is Golden Formula, Sucrets Lozenges, Vaporizer in a Bottle, Vick's Cough Drops, Vicks, Victor]
[Includes Blue Bonnet, Borden, Chiffon, Dannon Danny Frozen Yogurt, Fleischmann's, Imperial, Kraft, Knudsen, Mazola, Parkay, Price's Ice Cream, Promise, Yonson Yogurt, Yoplait]
[Includes 4 Way Nasal Spray, Allerest Hay Fever Reliever, A.R.M Allergy Relief Medicine, Bayer, Congespirin, Conquel, Contact, Doktors Nasal Spray, Dristan, Neo-synephrine, Sinarest, Sine-Aid, Sine-Off, Sinutab, St. Joseph's, Vicks]
[Includes 20 Mule Power Bathroom Cleaner, Picam 120 Day Automatic Bowl Cleaner, Aerex, Aerowax, Beacon Blue, Blu Boy, Bowlene, Clean & Clear, Depend-O, Dow Sponge on Bathroom Cleaner, Fresh n' Clean, Future, Lysol, Mop & Glo Floor Wax, Mr. Clean, Pine-Sol, Refresh, Sani Flush, Sani-foam Instant Bathroom Cleaner, Scott Liquid Gold, Sno Bowl, Spic and Span, Step Saver, Top Job, Ty-D-Bol, Vanish, Whip Cap Pine Oil Cleaner]
[Includes Austin's Carpet Cleaner, Behold Furniture Wax, Bissell Rug Shampoo, Blue Luster Carpet Shampoo, Clean Sweep Rug Cleaner, Endust, Favor Furniture Polish, Fresh Look Vacuum Helper, Formula 10 Rug and Carpet Cleaner, Gloss 'n Toss, HR Carpet Cleaner, Old English, Penthouse Furniture Polish, Pledge, Rinse N Vac, Rug Doctor, Spray 'n Vac, Steamex, Tuxton, Victory Miracle Polishing Cloth, Weiman Furniture Creme, Woolite Rug Cleaner]
[Includes Armstrong Flooring, S.C. Johnson Sprint, Sherwin-Williams Paint, Speed Queen Washers and Dryers, Sunbeam]
[Includes Ajax, All, Arm & Hammer, Austin's A-1 Bleach, Axion, Biz, Bold, Borateem, Cheer, Clorox, Dynamo, Ego, Eno, Era, Fab, Javex Bleach, Linco Bleach, Miracle White, Roman Bleach, Switch Liquid Bleach Substitute, Tide, Woolite]
[Includes Allways Soft, Bounce, Calgon Cling Free, Downy, Easy Out Stain Remover, Fantastik, Faultless Spray Pre-Wash, Final Touch, Fleecy Fabric, Hi-Lex Lemon Plus Fabric Softener, Kuf 'n Kolar (Cuff & Collar) Stain Remover, Lestoil, Magic Liquid Prewash, Miracle White, Rave Detergent Booster, Rain Barrel, Shout, Spray 'n Wash, Sta-Puf Fabric Softener, Terrific Laundry Soil & Stain Remover, Texize All Ways Soft Fabric Softener, Washable Stain Kit, Whoosh Stain Remover, Wish]
[Includes Ashmore, Austex Chili, Austin's Sausage (in can), Ballard's Honey B Farm Sausage, Betty Crocker Meat Flavored Sticks, Blue Ribbon Smoked Sausage, Bob Evans Sausage, Bryan Sausage, Clark Beef Stew, Copeland Pork Sausage, Dennison's Chili, Deli-loaf, Eckrich, Edwards' Sausage, Field Country Sausage, Foster Farms Chicken, Frey Farm Brand Sausage, Gebhardts Chili, Gianelli Sausage, Gold Star Chili, Gooch German Sausage, Hickory Farms Beef Stick, Hillshire Farms Sausage, Hormel (Spam, Dinty Moore), Jimmy Dean Sausage, Johnsonville Country Sausage, Libby's Canned Meat, Lipton Make a Better Burger, Mayrose Brown 'n Serve Sausage, Morningstar Farms, Nalley's Chili, Oscar Mayer, Owens Country Sausage, Parrot Meats, Protein-ettes Vegetable Protein, RB Rice Sausage, Rudy Sausage, Safeway Trophy Brand Beef Patty Mix, Schweigert Supper Sausage, Shelly Brand Pure Pork Sausage, Stagg Chili, Stokes Chili, Swift Brown 'n Serve Sausage, Tennessee Pride, Thielmann's Old Wisconsin Sausage, Treet, Underwood Spreads, Van Camp's Chilee Weenee, Vietti Chili, Webber's, Wilson's Canned Meats, Wolf Brand Chili]
[Includes Desenex, Freezone, Geritol, Head Start Vitamins for Hair, NP 27, One a Day Vitamins, Unicap]
[Includes Arby's, Bonanza Steak House, Burger Chef, Burger King, Dairy Queen, El Chico Restaurant, Gino's Restaurant, H. Salt Fish & Chips, Hardee's, Jack-in-the-Box, Kentucky Fried Chicken, La Pizzeria, McDonald's, Pasquale's Pizza, Pizza Hut, Pizza Inn, Red Barn Restaurants, Red Lobster, Rustler Steak House, Shakey's Pizza, Straw Hat Pizza Palace, Village Inn Pizza Parlor]
[Includes Adorn Hair Spray, Afro Sheen, Agree Creme Rinse, Alberto VO5, Apple Vinegar Shampoo, Dial II Dandruff Shampoo, Baby Magic Shampoo, Body & Spice Shampoo, Body on Tap, Breck, Capri, Clairol, Council, Denorex, Derlavon, Earth Born, Everynight, Gee Your Hair Smells Terrific, Gillette the Handler, Gray Drug Stores, Gray's Baby Shampoo, Halo, Head, Head & Shoulders, Helena Rubenstein, Helene Curtis]
[Includes Intensive Care, Jhirmack, Johnson's Baby Shampoo, Lanocane Medicated, Life Brand, L'Oreal Hair Color, Markham Shampoo, Mennen Baby Magic, Noxema, Protein 21, Revlon, Selsun Blue, Style, Suave, Sunshine Harvest, Tegrin, Tru-Nature, Ultra Sheen, Vigorol Hair Relaxer, Vita-Fluff, Vitalis Super Hold Hair Spray, Wella-Balsam, White Rain, X-itch Shampoo]
[Includes Adams, Adidas, Bata Tennis, Buster Brown, Cobbies, Converse, Dr. Scholl's, Fayva, Gillette Foot Guard, Goldblatt's, Goot, Guild House, Hill Brothers, Hush Puppies, Huston's, Jerry Shams, Jumping Jack, J.C. Penney, Karl's, Trophy, Keds, Kid Power, Kinney, Larry's, M&J Men's Store, Montgomery Ward, Neils Famous Footwear, Nelson, Nucon's, Payless, Peacock, Puma, Red Wing, Richway, Rinks, Shoe Rack, Sneaker Circus, Thom McAnn, Volume Shoes]
[Includes 3 Musketeers, After Eight Wafer-Thin Chocolate Mints, Archway Cookies, Bachman Tor-Tico Tortilla Chips, Bosco Chocolate Syrup, Brach's Candy, California Strawberries, Caramels (Kraft), Chunky Candy, Dentyne Gum, Fritos, Forever Yours Candy Bar, Heath Bar, Heinz Deep Fries, Hershey, Jell-0 Instant Gelatin, Kit Kat Bar, Life Savers, Lowney, M&M Candy, Mars Bar, Mrs. Bumby's Potato Chips, Mrs. Goodcookie, Nabisco, Nestle's, Oh Henry!, Ovaltine, Owyhee Butter Toffee, Pacers Mint Chews, Pearson's Salted Nut Roll, Peter Paul Mounds, Pringles Potato Chips, Reese's Peanut Butter Cup, Rothchilds Candy, Skittles, Smuggler Candy Bar, Snickers Bar, Starburst, Sunkist, Tootsie Pop, Tootsie Roll, Turtles Candy, Washington State Apples, Western Family Potato Chips, Whitman's Sampler Chocolates]
[Includes Aapri Facial Cleanser, Arrid XX, Camay, Caress, Clearasil, Coast, Demassage Moisture Bar, Dial, Dove, Gentle Touch, Irish Spring, Ivory, Jean Nate, Jergens, Johnson's Baby, Lifebuoy, Lux, Multiscrub, Noxzema, Old Spice, P-300, Palmolive, Phisoderm, Roger Gallet, Run 'n Scrub, Safeguard, Stri-Dex Pads, Shield, Subtropic Tanning Lotion, Sundown Sunscreen, Tone, Touch of Sweden Hand Lotion, Village Bath Bubbles, Woodbury Nature Scents, Yardley, Zest]
Includes handwritten, original, and completed scripts of television commercials. Tape numbers are transcribed from the original folders; the tapes themselves do not reside in this collection.
Arranged alphabetically by advertiser, then by script number. Variations in spelling reflect variations as written in the files.
[Includes Dial Soap, Hallmark, Johnson's (Raid, Off!, Shout), Speed Queen, Sears (Diehard Batteries, Motor Oil, Shock Absorbers, Tires), Wilton Cake Decorating Kit]
[Includes Dial Soap, Hallmark (Games, Gifts), Johnson's (Raid, Off!, Shout), Speed Queen, Sears, Wilton Cake Decorating Kit]
[Includes 4-H Club, Anacin, Arby's, B.C. Powder, Beauty Mist, Close-up, Coffee Mate, Continental Mark V, Corningware, Covergirl Mascara, Cutlass, Dial Soap, Diet Pepsi, Doans Pills, Duration Nasal Spray, Exxon, Face Quencher, Feenamint, Ford, Friskie Dinners, Geritol, Golden Eagle Flour, Golden Griddle, Granola, Hanes, Holiday Inn, Holly Farms, Honeywell, Kellogg's Raisin Bran, Jaguar, Kit Kat, Jello Pudding, Lilly, Listerine, Maytag, McDonald's, Midland CB, Miss Clairol, MoCap, Morningstar Farms, Mr. Coffee, Mustang II, National Guard, Neese's Country Sausage, Orafix, Peter Pan, Pharmaceutical Manufacturer's Association, Pillsbury, Poligrip, Post Grape Nuts, Post Raisin Bran, Primatene Mist, Raleigh Savings, Schlitz, Sears Auto, Snackin' Cake, Stove Top Stuffing, Solo Dog Food, Sominex, Sucrets, Taster's Choice, Tiparillo, Thunderbird, Toyota, Trans South Mortgage, Underalls, Vaseline, Winn Dixie, Wrigley's Spearmint Gum, Zenith]
[Includes Ajax, All-Good Aluminum Siding, Alexander Ford, Avis, Avon, Ban Roll-on, Big Mac, Breck (Creme Rinse, hair spray), Breyer's, British Sterling, Burger King, Car Quest, Cat Bus Service, Clorox II, Congespirin, Cricket Lighters, Datril 500, Dentu-Creme, Excedrin, Foot Joy, Fiat, Flintstone Vitamins, Gregory Poole Equipment, Hall's Mentho-Lyptus, Hamburger Helper, Holly Farms, Hunt's Prima Salsa, Jello Pudding, Kemper Insurance, Kodak, Kraft Mayonnaise, L'eggs, Lifebuoy, Lilly, Lipton Tea, Long Distance, May Queen, Mazola Margarine, Michelob, No Nonsense Pantyhose, Norelco Dial-a-Brew, Oh Henry!, Pabst, Palmolive, Pilot Life, Pledge, Preference, RCA, Redken, Ritz Crackers, Rosemilk, Roses, Soft & Dry Roll-on, Shell, Short and Sassy, Shredded Wheat, Singer, Skippy Peanut Butter, Spalding Golf Clubs, Special K, Sunbeam Bread, Tab, Total, Trans South Mortgage, Triscuits, Toyota, Volare, Wendy's, White Cloud, Windex, Winn Dixie, Wise Potato Chips, Wisk]
[Includes Ajax, Alka Seltzer, Allstate, American Express, American Motors, Arrid Roll-on, Autolite, Ban, Bayer, Ben-Gay, Betty Crocker, Blue Bonnet, British Sterling, Calgonite, Campbell's Soup, Certs, Cheerios, Cheetos, Crisco, Crop, Dentu-creme, Dristan, Easy Off, Edge, Fiat 131, Fit and Trim, Ford, Fram Air Filter, Golden Grahams, Goodrich Tires, Gualtney Hotdogs, Gulden's Mustard, Harley-Davidson, Honda Civic, Hoover Cleaners, HTH Chlorine, Hungry Jack, Hunt's Sloppy Joe, Jello Gelatin, Job Service Elderly, Kawasaki, Kleenex, Kraft, Kraft Miracle Whip, Lee Maci II, Listerine, Mennen Speed Stick, Michelin Tires, Mobil Oil, Mrs. Butterworth's Syrup, Nestea, Ocean Spray, Old English, Old Milwaukee, Parkay, Pampers, Peerless Faucets, Pepsi, Playtex, Polaroid, Polaroid Cool Ray, Radio Shack, Ragu, Reese's Peanut Butter Cups, Revlon, Reynolds Aluminum, Sanka, Savings and Loan, Schick, Schlitz, Schlitz Lite, Selsun Blue, Shout, Shredded Wheat, Squoze, Snack 'n Cake, Sominex, Stir 'n Frost, Stuart McGuire Catalog, Sure Anti-perspirant, Team, Tone, Toyota, United Airlines, Volkswagen, Water Pik, Wella Balsam, Wendy's, Wheat Chex, Wheaties, Whirlpool, Windex, Wrigley's Gum, Yamaka]
[Includes Aftate, Aim, All, Allstate, Anacin, Avon, Band-Aid, Black Flag, Camay, Cheese Swirls, Chevrolet, Compound W, Corn Chex, Crest, Danny Frozen Yogurt, Dentu-creme, Desenex, Downy, Duke Power, Era, Ex Lax, FDA, Firestone, Ford Fordathon, Ford Mercury, Fresh Horizons, Friskie's Buffet, Gaines Burger, Gallo Red Rose, Geritol, Gleem, Glidden, Goodrich, Goodyear, Greyhound, Hardee's, Hartz 2-in-1 Collar, Hi-C, HR Carpet Cleaner, Jiff, Kodak, Kellogg's Corny Snacks, Kool Aid, Lanocaine, Lifesavers, Lipton, L'Oreal Preference, McDonald's, Metamucil, Minute Maid Lemonade, Montgomery Ward, Mountain Dew, Murine Ear Drops, Nacho Doritos, Nair, Neese, NC Opticians, Oscar Mayer, Outgrow, Pam, Pepsodent, Phillips Petroleum, Pillsbury Plus, Pizza Hut, Polaroid 1-Step, Prell, Preparation H, Raintree, Red and White Stores, Schaefer, Safeday, Schlitz, Sears, Sears Automotive Sale, Sherwin-Williams Latex, Short 'n Sassy, Soft and Pretty, Sominex, Sure, Taster's Choice, Total Cereal, Triumph Tr-7, Upjohn Kaopectate, Vaseline, Vim, Visa, Wachovia Teller II, Western Auto, Wilkinson II, Williams 'Lectric Shave, Winn Dixie, Wyler's]
[Includes Alka Seltzer, Allstate, AMC Gremlin, Anacin, Arm & Hammer, Ban Basic, Bounce, Bufferin, Campbell's Chunky, Carnation Cat Food, Carefree Panty Shields, Carnation Friskies Dog Food, Carter's Infant Wear, Chevrolet Chevelle, Close Up Toothpaste, Cool Whip, Datril 500, Dow Bathroom Cleaner, Dristan, Elmer's Glue, Exxon, Firestone, Fotomat Film, Fritos, Gallo Burgundy, Gallo Wines, Gillette Trac II, Goodyear, Hall's Cold Drops, Hamilton Beach, Hanes Panty Hose, Heinz Catsup, J.C. Penney, Jeep, Jello Gelatin, Jello Pudding, Johnson's, Kellogg's Frosted Flakes, Ken-L-Ration, Kentucky Fried Chicken, Kraft, Lava Soap, L'Eggs, Little Friskies, Litton Microwave, Lysol, M&M Candy, Mastercharge, Mazda, Milk, Milwaukee Beer, Mr. Muscle Oven Cleaner, Nestle's Chips, Orange Juice, Oreos, Pabst, Pam, Parkay, Pepsi Light, Perfume by L'Oreal, Pizza Hut, Playtex Girdles, Playtex Panty Hose, Polaroid Pronto, Pringles, Purina Dog Chow, Radio Shack, RC Cola, RCA, Scott Towels, Sears, Sinutab, Snackin' Cake, Snowy Bleach, Solo Dog Food, Special K, Sprite, Volkswagen, Whirlpool]
[Includes Ariz. Highways, Bank of Nevada, Butternut Bread, Campbell's, Cincinnati Enquirer, Clairol, Clorox, Conquel, Cudahy Gelatin, Dial Soap, Equitable Insurance, First Chicago, Foster Farms, Frito Lay, Funks, Hallmark, Hughes Air West, Kraft Dinners, Max Factor, Mazda, Ore-Ida, Pizza Hut, Raid, Safeway, Sears, Speed Queen, Sunbeam, Suzuki, United States Forest Service, Valley National Bank, Winchell's Donut House, Zenith]
[Includes A-1, American Express, Arm & Hammer Detergent, Arrid, Bayer, BC Powder, Belk's, Bounty, Burger King, Calgonite, Care, Carefree Gum, Country Time, Cross Creek Savings and Loan, Digel, Doritos, Eagle Milk, Elmer's Glue-all, ERA (Electronic Realty Associates), Ex-Lax, Exxon, Fixodent, Fleischmann's Margarine, Ford, Freshen-Up, Friskies, Fruit of the Loom, Gaines Burgers, General Motors, Geritol, Gibson, Gravy Train, Grease Relief, Hardee's, Hartz 2-in-1, Heinz, Holiday Inn, Hunt's Catsup, J.C. Penney, Kellogg's, Kimbies, King Kong (movie), Kool Aid, Lucite Paint, Lysol, MacArthur (movie), Mazda GLC, McDonald's, Mercury Cougar, Michelin, Mr. Coffee, Murine II, Nytol, Oil of Olay, One on One (movie), One Step at a Time, Orange Juice, Orkin, Pepsi, Pepsodent, Pine Power, Planter's, Playtex, Polaroid, Prudential, Red Lobster, The Rescuers (movie), Rolaids, Sanka, Schick, Sears, Shake 'n Bake, Shower to Shower, Starkist, Stay Free, Tide, Timex, Town & Country, Triangle Volkswagen, Triumph Spitfire, Tylenol, Volkswagen, Weedeater, Western Auto, Western Electric, White Cloud, Wishbone]
[Includes A-1, Allstate Insurance, American Express, Arrid, Arm & Hammer Detergent, Bayer, BC Powders, Belk's, Borden Eagle Brand Milk, Bounty, Burger King, Calgonite, CARE, Carefree Sugarless Gum, Country Time Lemonade, Cross Creek Savings, Di-gel, Electrical Realty Associates, Elmer's Glue-All, Ex Lax, Exxon, Fixodent, Fleischmann's Margarine, Florida Orange Juice, Ford, Freshen-Up Gum, Friskies, Fruit of the Loom, Gaines Gravy Train, Gaines Burger, General Motors, Geritol, Gibson Appliance, Grease Relief, Hardee's, Hartz 2 in 1 Collar, Heinz Ketchup, Holiday Inn, Hunt's Catsup, J.C. Penney, Kellogg's Corn Flakes, Kimbies Super Dry, King Kong (movie), Kool Aid, Lucite Paint, Lysol, MacArthur (movie), Mazda GLC, McDonald's, Mercury Cougar, Michelin, Miller Lite, Mr. Coffee, Murine II, Nacho Cheese Doritos, Nytol, Oil of Olay, One on One (movie), Orkin, Pepsi, Pepsodent, Phillips Petroleum, Pine Power, Pizza Hut, Planter's, Playtex, Polaroid One Step, Prudential, Red Lobster, The Rescuers (movie), Rolaids, Sanka, Schick Super II, Sears, Shake 'n Bake, Shower to Shower, Starkist, Stayfree, Tide, Timex, Town and Country, Triange Cars, Triumph Spitfire, Tylenol, Volkswagen, Water Pik Filters, Weedeater, Western Auto, Western Electric, White Cloud, Wishbone Salad Dressing]
[includes Agree Creme Rinse, Alcohol Studies, Alexander Ford, Alka Seltzer, Allstate, Anacin, Agricultural Chemicals, American Animal Protection Society, Avon, BC Powders, Beach Music, Bic Lighter, Bic Shaver, Carowinds, Cheap Joe's Jeans, Clairol Hairdryers, Conor Mobile Homes, Cover Girl, Crisco, Cutex, Drano, Ex Lax, Fit and Trim Dog Food, Food Safety, Ford Lincoln Versaille, Ford Pick-up Trucks, Freshen-Up Gum, General Motors, General Telephone, Glade Solid, Hellman's Mayonnaise, Housing Discrimination, Kellogg's, Kool-Aid, Mazola Margarine, Milk Bone Dry Biscuits, Muscular Dystrophy, National Guard, Nestea, Oscar Mayer, Phillips Petroleum, Pillsbury Figurines, Pillsbury No Bake Pies, Raintree Moisturizers, Red Cross, Revlon, Ruby (movie), Saturday Night Live, Schick Blades, Sears, Shout, Sip Stick, Smith-Corona Typwriters, Tender Vittles Cat Food, Tickle Anti-Perspirant, Top Choice Dog Food, Transouth Mortgage, Ultra Bright Toothpaste, U.S. Air Force, Vitalis, Water Pik Shower Massage, Wild Turkey Society, Winn Dixie, Wisk, Wrangler Jeans and Cotton, Wygul Ford, Yellow Pages]
[Includes Adolph's Meat Tenderizer, Alka Seltzer Plus, Arrid XX, Arthritis Bufferin, Arthritis Pain Formula, Ajax Cleaner, Ban, Bayer, Bounce, Chiffon Margarine, Coast Soap, Cold Powder XEE, CoTylenol, Coffee Mate, Comet, Crest, Crisco Oil, Cycle Dog Food, Dawn Soap, Duncan Hines, Eggs, Excedrin P.M., Fab, Fem Iron, Final Net, Florida, Freezone Corn Remover, Gain, Good Seasons, Green Giant Corn, Hanes Pantyhose, Heinz Gravy, Hi-C Orange Drink, Hold Cough Suppressant, Hormel Chili, Ivory Liquid, Jiff, Johnson's Baby Lotion, Kal Kan Cat Food, Keebler Crackers, Kraft, Lava Soap, Libby's, Log Cabin Pancakes, Lovin' Spoonfuls, Metamucil, Milk Bone, Mrs. Goodcookie, Mrs. Paul's Fish Food, Nestle's Soup, Northern Towels, One-A-Day Vitamins, Ora-gel, Pampers, Pamprin, Pine State Milk, Playtex, Prell Concentrate, Pringle's Potato Chips, Purina Dog Food, Quaker Oats, Ragu Spaghetti Sauce, Reach Toothbrush, Ruffles, Scott Towels, Secret Anti-Perspirant, Shake 'n Bake, Snackin' Cake, Sominex, Spray 'n Wash, Star Magazine, Sure, Swiss Miss Cocoa, Tang, Timex, Tone Soap, Top Choice, Tuck's, Windex, Wisconsin Vegetables, Wyler's Fruit Drink, Zest, Zip-loc Bags]
[Includes Bar-S Franks, Clairol Foot-fixer, Fire Prevention, First National Bank of Chicago, Foster Farm's Chicken Franks, Hallmark, Hunt's Reddi-Wip, Knudsen Cottage Cheese, Mazda (vs. Rabbit), Sears, Sherwin-Williams Paint, Sweetheart Bread, Tone Soap, Tropical Blend Suntan Lotion, United California Bank, Valley Bank, Western Electric]
[Includes 409 Spray Cleaner, Albertson's Supermarkets, Arizona Biltmore, C and H Sugar, California Raisins, Circle-K Food Stores, Clean and Clear, Clorox II, Crave Cat Food, Cudahy Extra Lean Hotdogs, Dole Pineapple, First National Bank of Chicago, Fritos, Frost 'n Tip, Girard Bank, Hallmark, Heinz Deep Fries, Home Savings, Idaho Potatoes, Levi's Dura Plus, Milkmate, Pacific Telephone Directory Assistance, Reddi-Wip, Sears, Sherwin-Williams Paint, Shout, Speed Queen Dryer, Soft Scrub, Sunkist Oranges, Twice as Fresh Air Freshener, Western Electric, Winchell's Doughnuts]
[Includes Arizona Mining Association, Bank of Nevada, C and H Pure Kane Sugar, Campbell's Soups, Clairol, Clorox, Equitable Life Insurance, Emigrant Bank, Frito's, Hallmark, Hughes Airwest Airlines, Kraft, Las Vegas Hilton, Lestoil, Levis, Mazda, Mealtime Dog Food, Miss Clairol, Prevention of Forest Fires, Sears, Sherwin Williams, Sunbeam, United California Bank, Valley National Bank, Western Electric Telephones]
[Includes Clairol, Fritos, Lestoil, Sears, Western Electric]
[Includes Be-Fresh Toilet Bowl Cleaner, Clean Sweep Rug Cleaner, Dial Deodorant Soap, Future Floor Shine, Johnson Wax, Scrunge Tough Steel Scouring Pad, Shout Laundry Pretreat Detergent]
[C and H Brown Sugar, C and H Pure Kane Sugar, California Raisins, Dole Pineapple, Idaho Potatoes, Long Distance (Cheaper Rates), Tone Soap]
[Includes 409 Cleanser, C and H Sugar, California Raisins, Clorox, Dole Pineapple, Idaho Potatoes, Pacific Telephone, Soft Scrub, Tone Soap, Twice as Fresh]
Arranged to mirror the organization of scripts. Where available, content lists have been transcribed for relevant items.
[Chicago: First National Bank (Swiss Watch); Hallmark (Carousel, Prelude, Gift Center #2); ISC (Americana Sweetheart); Sears (Back, Tires); Sherwin-Williams (Eight Years)]
[Jennings & Thompson: Valley National Bank (Antique Dealer, Why Not Trade It In?); Cudahy Foods (Cud Cudahy Western Character, Smokey Western Flavor)]
[Los Angeles: United California Bank (Cash Register); U.S. Forest Service (Only You, I Think I Love You Smokey singing spot); United California Bank (Silver Dollars); Mazda (Rabbit); Knudson Dairy Products (Cottage Cheese animated spot); Mazda (Vs. Honda); United California Bank (Falling Bill); Reddi Wip (Eikes, Yikes)]
[New York: Sears (Pop Ons, Little Old Ladies Rev., Working Man, Blazers); Western Electric (Describe a Phone, 3 A.M., Blue Danube); Foot Fixer (Feel Good); Plough (Girl in Jungle)]
[San Francisco: Armour Dial Tone Soap (Tennis); Foster Farms Chicken Franks (Julie, Adam)]
[Aitkin Kynett: Girard Bank (Money Game)]
[Chicago: First National Bank (Chicago Bank Helps); Hallmark (Pedestals); S.C. Johnson Shout (America's Learning); S.C. Johnson Clean & Clear (Baby, Floors of America, Two to One, Clear Choice); Sears (Car Stereo--Little Old Lady, Tires--Return to Valley, Mufflers--Torture Test 19.99 Rev.); Sherwin-Williams (Subway Sale); Speed Queen (Numbers)]
[Honig Cooper & Harrington: Home Savings & Loan Association (Wedding Reception, Fly Tying, Dining); Crave cat food (Building Package)]
[Jennings & Thompson: Arizona Biltmore (It's Your Resort, Too); Circle K food stores (The Easy Way); Cudahy Foods (Introducing Extra Lean)]
[Los Angeles: Albertson's (Gold Coast, Price); Hunt Wesson Reddi Wip (Lookie Here/Pie, Eeek/Strawberries, Heh/Ice Cream, Yikes/Gelatin), ORE Ida/Heinz Deep Fries (Closer); Sunkist (Navel, Pick of the Crop); Winchell's (Unforgettable Sweepstakes)]
[New York: Clairol Frost & Tip (Designer Cap); Coca-Cola Milkmate (Singing); Frito Lay corn chips (Father Munchter); Frito Lay Lights (Light Up); Sears 13th Month sale (Everything You Wanted, You Shouldn't Have); Sears Fashion Place (Soft & Pretty); Sears Bras & Girdles (Fit as a Fiddle, Operator, Magic Trick); Western Electric corporate (Wally, Wedding); Lorillard Hong Kong/Middle East--Kent (Circleline, Central Park, Rooftop Cafe, Around New York (French), Horse Farm (Arabic))]
[San Francisco: C&H Sugar (Preferred Stampede, Mamas); California Raisin (Jingle Rev.); Clorox 2 (Mr. Red); Formula 409 Spray (Special Mess); Soft Scrub (Letters, New House); Twice As Fresh (Goodbye Harry); Castle & Cooke/Dole Pineapple (Big Table); Idaho Potato Commission (Hemingway); Levi Strauss jeans (Needle Nose); Pacific Telephone Directory Assistance (Our Son)]
[Chicago: Hallmark (Clowns, Kaleidescope, Party Ideas, Improvisations, New Dimensions); Kraft (Family Reunion, I Remember); Sears (Trackside); Sherwin-Williams (Woman Scrubbing Sale); Sunbeam (Roller Coaster, Parlez Vous Gourmet]
[Honig Cooper Harrington: Kal Kan Mealtime (Tails in Motion, 1000 Words Mature, Tails Out Mature); Las Vegas Hilton (Revolution)]
[Jennings & Thompson: Valley National Bank (Affordable House/PCL, Banking Card/Restaurant)]
[Los Angeles: Mazda GLC (Hotel, Auto Show); U.S. Forest Service Fire Prevention (Because of You, Dummy)]
[New York: Clairol (Miss Clairol Extra Magic, Son of a Gun Movie); Western Electric (Something New, In Your Hand); Fritos (San Jose)]
[San Francisco: C&H Sugar (School, Grocery Store); Clorox Bleach (Choice Mask); Levi Strauss (Gorilla)]
[S.C. Johnson: Step Saver (Sniff Test, Half Time); Future (Growing Bottle); Clean & Clear (Clear Choice, Two To One Vs. Mop & Glo, Floors of America, Baby); Gloss 'n Toss (Really New, Gloss 'Em All, One for All, Can Do For You, Ragman). Wilton (I Did It). Kraft: Corporate (Family Reunion); Caramels (Betcha, Apple Tree); Barbecue Sauce (Cowpokes). Pizza Hut (Let Yourself Go Lunch, Let Yourself Go When, Let Yourself Go When--Couples, Supreme National). Armour Dial Tone Soap (All Together Feeling, Americana montage, Bike Hike, Body, Bomp Bomp, Put On revised, Put On/New Shape, Dial Smile, Good Day, Gymnast, Hello Goodbye, Maybe, Memories--Little Boy, Moms, Mr. Inside/Mr. Outside, New Dial Morning, 100%, 100% revised, Pick Up--Truck, Teacher, Volkswagen, Volleyball, Wedding). Sherwin-Williams Interior Paint (Woman Scrubbing, Subway/Sale). Hallmark: Greeting cards (Friendship/Presenter, Birthday/Presenter); Games (Jockey); Small Gifts (Gift Center I). Zenith color televisions (Worker/Color Sentry, Pete Rose, Zenith Presents Survey, Golfer/Color Sentry, Breakthrough Blueprint, Breakthrough, Simple Truth/Color Sentry, Simple Truth Tuner). Speed Queen (North Dakota, Coal Miners, Gremlins)]
[Sears: Diehard (Saturday Night); batteries, shocks, filter change (Stop Sign); Diehard (Indy Sales); car stereo (Little Old Lady); muffler (Only Muffler); Diehard, air filter (Sellout/Dirty); muffler (Surprise, Reader); Diehard (Trackside); tires, shocks (Super Road Handler); Diehard (Good Old Charlie, Anchorage People); muffler (Torture Test); Diehard (Independence Hall, Lives Up To Its Name); 48-Month battery (What A Way); shocks (Blazing Saddles); stereo (If You've Got); motor oil (Beat That Deal); tires, oil (Silent); shocks (Metric); muffler (Torture Test); Road Handler (Steady Rider, Chitwood, Pony Express); tires (Metric Price Guide, Newspaper Line, Nice Guys, 77 Sale); snow tires (Return to Valley); tires (Truckin'); heavy duty shocks (Tire Sale); battery (Guardsman Belted); tires, shocks (Line Up, Free Installation, Metric Line-Up, Rural Roads); shocks (Rural Roads revised/Dynabelt 25); tires (Tune Up School, Graduate); Pong Telegram (Grandpa); muffler (Only Muffler); shocks (Globe 1/2 Price); Road Handler, shocks (Super Road 1/2 Price revised); bikes (Boston to Philly); Pinball (Wishes); shoes (Dynamite Savings, Granny revised)]
[Sears: shoes (Magical Speakers, Kaleidescope revised, Vignettes); shocks (48-Month Heavy Duty Shocks); tires, oil (Flag Wave, XSS70 Savings/Filter Change). S.C. Johnson: wax (Car Sale Or Sale Car); Raid (I Can Do It Myself, Bet Your Life, Serious alternate, Inside Walls, Spelling Bug, Stunt Flyers, Bowling Ball revised, The Door); Wax (Big Deal); Off (Mini Golf, Car Wash); Deep Woods Off (Babe Winkelman, Winkelman Minn.); Raid (Sniper II, Tommy, Flying Squadron, Bowling Ball, Casino); Pro Strength (Pro Label); Roach Tape (Old Yellers); Yard Guard (Poolside revised); Raid (You've Never Seen Full Strength, Serious original); Shout (Oh Oh version I, I'd Shout It Out, Before You Answer, America's Learning, Line Up, Got Something Better, Surprise, But You're Supposed To Say, What Would You Do, I'd Shout It, Donut, Hallelujah revised, Jerry's Deli, Kid Presenter, With The Plumber)]
[Chicago: First National Bank (Count On It, Three Years); IBC/Butternut Bread (Show-n-Tell); S.C. Johnson (Be Fresh--With the Plumber, Rain Dance--Musical Doors II); Kraft Barbecue Sauce (Cowpokes); Kraft Macaroni & Cheese (I Like to Save Money, Makes Sense, San Francisco, New York, Glauster); Pizza Hut (Kids, Work, First Date); Sears (Tires--Truckin', Shoes--Dynamite Savings, Mufflers--Surprise); Sunkist orange soda (Surfing, Volleyball, Scooter)]
[Jennings & Thompson: Diamonds (Father's Day, Manhattan, Le Soft); Circle K (Cars, Fast Foods/Hot Dogs); Valley National Bank (Wedding)]
[Los Angeles: Albertson's Supermarket (Meat/Color, Meat/Fat, Real Bakers, Fruit/Vegetables); Knudsen (Cottage Cheese--Beautiful, Yogurt--Wake Up); U.S. Forest Service Fire Prevention (Rita Racoon); Mazda RX-7 (RX-7 Intro)]
[New York: Clairol (Skinvention--My body, Loving Care--Old 'n Grumpy, Miss Clairol--My Sculpture); Sears sportswear (Buy a Tee); Frito Corn Chips (Little Girl); Kent/Lorillard Hong Kong (Chinatown 60, Chinatown 30, Rowboat, Horse Farm 60, Horse Farm 30, Penthouse); Plough (Supershade--Highest, Tropical Blend--Savage Tan); Sears (Everything Summer/Closets, Everything Summer/Hands Full, Pantyhose Fit As a Fiddle)]
[San Francisco: Armour Dial Tone Soap (Sand Castle); Foster Farms chicken (Farm Fresh); Clorox Formula 409 spray (Start to Work)]
[Includes What Happens, Helper, Outstandwich]
Case studies, research reports, portfolio of window displays.
The Lord & Thomas Agency founded
Albert Lasker retires and sells L&T to executives Emerson Foote, Fairfax Cone
and Don Belding
Foote, Cone & Belding becomes a publicly traded corporation
Foote, Cone & Belding renamed True North Communications
The Interpublic Group of Companies buys True North Communications and restores
the name Foote, Cone & Belding
Foote, Cone & Belding merges with Draft Direct Worldwide to become
Related materials may be found in the following collections of the J. Walter Thompson Company Archives held in the Hartman Center:
In addition, related materials may be found in the following Hartman Center collections:
Click to find related materials at Duke University Libraries.
- Armour-Dial, Inc
- Burger King Corporation
- Foote, Cone & Belding
- Hormel Foods Corporation
- John W. Hartman Center for Sales, Advertising & Marketing History
- Johnson & Johnson Baby Products Company
- Kraft Foods Company
- McDonald's Corporation
- Western Electric Company
- Zenith Electric Company
- Advertising agencies
- Advertising agencies -- United States
- Advertising agencies -- United States -- History
- Television commercials
The Foote, Cone & Belding Communications, Inc. Records were received by the David M. Rubenstein Rare Book & Manuscript Library as gifts in 1993 and 2002.
Processed by Diana Poythress, September 2010; additional processing by Richard Collier, May 2011
Encoded by Diana Poythress and Richard Collier, May 2011
Accessions 93-144 and 2002-0271 have been merged into one collection, described in this finding aid.