Thompson, J. Walter (advertising agency). Search this
Extent:
4.3 Cubic feet (5 boxes)
Type:
Collection descriptions
Archival materials
Commercials
Interviews
Audiotapes
Audiovisual materials
Date:
1947-1992
Summary:
Oral history interviews with fourteen former Kraft and J. Walter Thompson executives chart the evolution of Kraft's approach to television, from its pioneering efforts in the medium's infancy to the search to maintain identity in an increasingly competitive and fragmented media landscape. Casting, directing, and production of the live dramas and the commercials are discussed at length. Kraft's philosophy of advertising, its relationship with J. Walter Thompson advertising agency and NBC, and consumer outreach are also featured.
Scope and Contents:
Oral history interviews with fourteen former Kraft and J. Walter Thompson executives chart the evolution of Kraft's approach to television, from its pioneering efforts in the medium's infancy to the search to maintain identity in an increasingly competitive and fragmented media landscape. Casting, directing, and production of the live dramas and the commercials are discussed at length. Kraft's philosophy of advertising, its relationship with J. Walter Thompson advertising agency and NBC, and consumer outreach are also featured.
Series 1, Research Files, 1947-1992 contains newspaper and magazine clippings, reports and scholarly articles about the history and development of Kraft, Kraft Radio Music Hall, and Kraft Television Theatre. Folders are arranged alphabetically by subject.
Series 2, Interviewee Files, 1992 contains the abstracts of the oral history interviews and additional information about the interviewee, such as resumes, publications and correspondence, when available. The files are arranged alphabetically by interviewees' last name. Each abstract begins with a brief biographical statement about the interviewee, and a note about the scope and content of the interview. The abstracts correspond to a timed message on track two of the research copy of each audiocassette tape. At the end of each abstract is an index to proper names (people, trade names, KTT episodes, etc.) and to some general themes addresses during the interview. A master index, located in the last folder of this series, combines these individual indices into a comprehensive listing. Complete transciprts are also available for most interviews.
Series 3, Oral History Interviews, 1992 is subdivided into three subseries, representing each of three audio formats: original masters, research copies, and reel-to reel preservation copes. The interviews are arranged alphabetically.
Series 4, Television Commercials, circa 1950 feature comemrcials for a variety of Kraft products. They aired on Kraft Television Theatre between 1947 and 1958.
Series 5, Administrative Files, circa 1950 - 1992 are files created by the Center for Advertising History. Included in this series are bibliographies , briefing books, project proposals and budget, files on project consultants, deeds of conveyance, publicity, and Center publications prepared for the project.
Arrangement:
The collection is divided into five series.
Series 1: Research Files, 1947-1992
Series 2: Interviewee Files, 1992
Series 3: Oral History Interviews, 1992
Subseries 3.1: Original Audio Tapes
Subseries 3.2: Researcher Copies
Subseries 3.3: Preservation Masters
Series 4, Television Commercials, circa 1950
Subseries 4.1: Master Copies
Subsieries 4.2: Researcher Copies
Series 5: Administrative Files, circa 1950 - 1992
Biographical / Historical:
The Kraft Television Theatre Oral History Project is the result of a year-long study undertaken by the former Center for Advertising History. The objective of the project was to create a collection of oral history interviews that documentated the history and development of Kraft Television Theater, especially the relationship between advertising and the origins of commercial sponsorship in the early days of television programming.
Oral history interviews with fourteen former Kraft and J Walter Thompson executives were conducted in 1992 by Tom Wiener, a free-lance writer and oral historian under contract to the former Center for Advertising History. Included were Ed Herlihy, the voice of many of Kraft's memorable commercials; James Blocki, Richard Courtice, Chester Green, and Robert Powell, the architects of Kraft's advertising and marketing strategies in the television era; directors George Roy Hill and Fielder Cook, who launched their successful careers at Kraft Television Theatre; Marion Dougherty, one of Hollywood's leading casting directors who also got her start on KTT; and Dorothy Holland, a veteran of Kraft's Consumer Affairs Department and the company's first female Vice President.
The oral history interviews chart the evolution of Kraft's approach to television, from its pioneering efforts in the mediums infancy to the search to maintain identity in an increasing competitive and fragmented media landscape. Casting, directing and production of the live dramas and the commercials are discussed at length. Kraft's philosophy of advertising, its relationship with J Walter Thompson advertising agency and NBC, and consumer outreach are also featured.
On May 7, 1947, at 7:30 p.m. in New York City, advertising made a first significant step into the television era with the debut of Kraft Television Theatre. The program, which became the first regularly scheduled dramatic series on network TV presented weekly live adaptations of plays featuring performers familiar to New York theater goers. Included in each week's installment were commercials for Kraft Cheese Company products.
Kraft's foray into a new advertising medium grew out of the company's progressive advertising policies and its long running association with its primary advertising agency, J. Walter Thompson. Kraft was founded by James Lewis Kraft, a Canadian-born entrepreneur who in 1903 began buying cheese from Chicago wholesalers and peddling it from a horse-drawn wagon. Through acquisitions of other companies and their established brands, as well as development of new products, Kraft's company steadily grew into a leader in the cheese and dairy products business.
As early as 1911, Kraft began advertising on Chicago elevated trains and billboards. In 1919, Kraft inaugurated a 70-year tradition of advertising in such national magazines as Ladies Home Journal and Good Housekeeping. Fourteen years later, looking for a vehicle to promote its newest product, Miracle Whip Salad Dressing, Kraft entered the electronic era with The Kraft Program, hosted by popular bandleader Paul Whiteman on the NBC Radio Network.
Soon renamed The Kraft Music Hall, the show also acquired a new host, crooner Bing Crosby. Crosby's relaxed style was mirrored in the Music Hall's commercials. As written by J. Walter Thompson staffers, they possessed a relaxed, conversational tone, extolling the practical uses of Miracle Whip, Velveeta and other Kraft products.
The Music Hall continued on the air until 1949, but by that time, Kraft Television Theatre was into its third season, well established as the leading dramatic series on the air. Kraft Television Theatre provided a unique laboratory for both its sponsor and Thompson. As with the Music Hall, Thompson actually produced the program: its staffers adapted the dramas, directed them, and hired the casts. NBC provided only technical facilities and crew. Each week, in effect, was opening night for a play that was performed live in front of bulky cameras, under hot lights. Working with modest budgets, producer-directors Stanley Quinn, Maury Holland, and Harry Herrmann took an important first step toward exploiting the potential of television to inform and entertain.
For its part, Kraft drew on the tradition established in its radio ads. From the start, Kraft acted as if it were a guest in the viewer's home, which led to a remarkably effective means of presenting its products. No human face was ever seen, only a pair of hands demonstrating the uses of the product, as a reassuring voice explained the virtues of Cheez Whiz, Draft Cheddar, or any number of products from Draft's expanding line.
In 1958, after eleven years and over 600 programs, Kraft Television Theatre left the air. The show's ratings had slipped under increased competition from mystery and adventure shows filmed in Hollywood as well as quiz shows. Kraft's single sponsorship didn't end with the demise of the Television Theatre. It revived the Music Hall, quite successfully, with Perry Como, whose relaxed personality was a throwback to Bing Crosby. In later years, Kraft chose to be sole sponsor of several specials a year, including the Country Music Association Awards show. Although these programs were pre-recorded, Kraft continued to produce its commercials live through the 1960's, with those same hands and that same soothing voice.
Kraft's place in both television and advertising history is secure. Kraft Television Theatre launched a decade of live televised drama that is still regarded as the cornerstone of TV's Golden Age. And the Kraft "hands" commercials are a reminder of the effectiveness of a low-key, low-tech approach to promoting products as humble as Velveeta and Miracle Whip.
As part of a program to document and study modern advertising, the former Center for Advertising History selected Kraft Television Theatre as the last in a series of case studies of significant American advertising campaigns.
Related Materials:
Materials at the Archives Center
N W Ayer Advertising Collection (AC0059)
Materials at Other Organizations
J. Walter Thompson Archives, Duke University
Kraft General Foods Archives, Glenview, Illinois
The Kraft General Foods Archives was established as an internal information resource for the comanpy. ARchives staff will assist outside researchers whenever time and resources permit by answering questions over the phone or through the mails. Requests for direct access to archival collections will be considered on a case-by-case basis. Source materials documenting Kraft's television advertising efforts include: film and videotape copies of Kraft Television Theatre, Kraft Suspense Theatre, Kraft Mystery Theatre, Kraft Music Hall, and other Kraft-sponsored shows. Videotape copies of these shows can be accessed through the Musuem of Broadcast Communication in Chicago, and through the NBC collection at the Library of Congress. Materials also include film and videotape copies of Kraft commercials, early 1950s-present; publications and magazine/newspaper articles about the various shows; company publications featuring articles about the various shows; NBC listings of production details about the shows (dates, producers, actors/actresses, etc.) Any requests for copies of pages from this listing must be cleared through NBC; photos of scenes from the shows as well as still photos of the actors/actresses who appeared in them; print ads supporting Kraft's televiison advertising efforts; casting lists for Kraft Television Theatre (incomplete); and musical scores for Kraft Television Theatre (incomplete).
Provenance:
Collection donated by Kraft General Foods, Inc., on April 16, 1993. Oral histories created by the Archives Center, National Museum of American History, Smithsonian Institution in 1992.
Restrictions:
Collection is open for research but master tapes are stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Rights:
Copyright restrictions. Contact the Archives Center.
The Ellis B. Haizlip papers, which date from circa 1945 --1991 (bulk dates 1965-1990) and measure 63.64 linear feets, are the personal papers of Ellis B. Haizlip, a television, theatre, and event producer most noted for his work on Soul! and Watch your Mouth! The collection is comprised of correspondence, scripts, financial and business documents, printed material, objects, photographs, slides, and videotapes.
Scope and Contents n ote:
This collection, consisting of materials which date from 1945 --1991 (bulk dates 1965-1990), contains personal and business documents accrued by Ellis B. Haizlip over the course of his adult life. The papers do not include many documents relating to Haizlip's family or childhood. Included are instances of personal and business correspondence, paperwork and notes relating to the productions with which Haizlip was involved, and documentation of his political, community, and artistic activist work. Also included are photographs and slides both personal and event-related, and videotapes of various television and film projects, including Soul! and Watch Your Mouth!
Arrangement note:
The collection is divided into 7 series.
Series 1: Biographical, 1941-1990; undated
Series 2: Career, 1950-1990; undated
Series 3: Organizations, 1948-1990; undated
Series 4: Scripts, 1942-1988; undated
Series 5: Printed Materials, 1950-1990; undated
Series 6: Photographs, undated
Series 7: Videotapes, undated
Biographical/Historical note:
Born September 21, 1929 in Washington, D.C., Ellis Benjamin Haizlip was the son of Ellis M. and Sarah Corbett Haizlip. Haizlip began his production career during his days at Howard University, where he produced the Howard Players in addition to majoring in sociology and economics. He moved to New York after graduation and began his involvement in professional production, including both productions at the Harlem YMCA of plays such as Dark of the Moon and international tours of James Baldwin's The Amen Corner and the dance show Black New World.
Haizlip is best known for the television series Soul!, a program that aired on public television WNET during the late 1960s and early 1970s, then resurfaced in the early 1980s. Soul! was a variety show focused on African-American experience, featuring music, dance, poetry, and interviews by and with black performers. Haizlip produced and occasionally hosted the program. He also created the educational series Watch Your Mouth!, a sitcom-style program featuring a diverse cast of characters who all struggled with Standard English.
In addition to his career, Haizlip was involved with a plethora of organizations of all sorts, from political campaigns to arts organizations to a variety of African American groups such as Black Convention, Inc. and the Delta Sigma Theta sorority. Haizlip had a complex relationship with these organizations, serving as a board member on some, a hired event producer on others, and in some cases playing multiple roles within a single organization, such as the Alvin Ailey American Dance Theater.
Haizlip was openly gay, and was active in several LGBT rights groups during his life. His personal life was filled with a social circle of devoted and notable friends, among them Betty Shabazz, Novella Nelson, and Nikki Giovanni.
Haizlip died of lung cancer on January 25, 1991. He was 61 years old.
Related Materials:
This collection contains artifacts catalogued in theACM Ojects collection.
Provenance:
The Ellis B. Haizlip papers were donated to the Anacostia Museum and Center for African American History and Culture on November 12, 1995, by Doris (Haizlip) Sanders.
Restrictions:
The collection is open for research. Medical documents, financial materials and some correspondence in Career series are restricted. Use requires an appointment.
Rights:
The Ellis B. Haizlip papers are the physical property of the Anacostia Community Museum. Literary and copyright belong to the author/creator or their legal heirs and assigns. Rights to work produced during the normal course of Museum business resides with the Anacostia Community Museum. For further information, and to obtain permission to publish or reproduce, contact the Museum Archives.
The papers of New York art collector Douglas Cramer measure 1.41 linear feet and date from circa 1970-2014. Papers include letters from artists, four guest books signed by visitors to Cramer's art collection and attendees of his parties, printed material documenting Cramer's career in television as well as his prominence as an art collector, and photographs of people and artists who attended his parties including Ellsworth Kelly, Ed Ruscha, Mary Boone, Leo Castelli, and others.
There is an unprocessed addition to this collection of nine items donated in 2022 that include correspondence and works of art to Douglas Cramer consisting of handmade Christmas cards by Bryan Hunt, David Hockney, and Harland Miller; a sketch by Ellsworth Kelly; a postcard from Sol Lewitt; a sketch in oil on cardstock by Eric Fischl; and a collage by Richard Meier. Materials date from circa 1986-1994 and undated.
Scope and Contents:
The papers of New York art collector Douglas Cramer measure 1.41 linear feet and date from circa 1970-2014. Papers include letters from artists, four guest books signed by visitors to Cramer's art collection and attendees of his parties, printed material documenting Cramer's career in television as well as his prominence as an art collector, and photographs of people and artists who attended his parties including Ellsworth Kelly, Ed Ruscha, Mary Boone, Leo Castelli, and others.
There is an unprocessed addition to this collection of nine items donated in 2022 that include correspondence and works of art to Douglas Cramer consisting of handmade Christmas cards by Bryan Hunt, David Hockney, and Harland Miller; a sketch by Ellsworth Kelly; a postcard from Sol Lewitt; a sketch in oil on cardstock by Eric Fischl; and a collage by Richard Meier. Materials date from circa 1986-1994 and undated.
Arrangement:
The collection is arranged as five series
Missing Title
Series 1: Letters, 1972-2014 (2 folders; Box 1)
Series 2: Guest Books, 1990-1997 (0.5 linear feet; Box 1-2)
Series 3: Printed Material, circa 1972-2012 (0.7 linear feet; Box 1)
Series 4: Photographs, circa 1970, circa 1985 (1 folder; Box 1)
Series 5: Unprocessed Addition, circa 1986-1994 and undated (0.3 linear feet; folder 3, OV 4)
Biographical / Historical:
Douglas Cramer (1931- ) is an art collector and television producer in New York, New York and Miami, Florida. A producer of noted television series including The Love Boat, Dynasty, and The Brady Bunch, Cramer is also an avid art collector and was a founding member of the Board of Trustees of the Museum of Contemporary Art in Los Angeles.
Related Materials:
Also found in the Archives of American Art is an oral history interview with Douglas Cramer conducted by Avis Berman in 2013.
Provenance:
Donated to the Archives of American Art in 2016 by Douglas S. Cramer. 9 additional documents were donated by the Douglas S. Cramer Jr. Revocable Trust in 2022 via Herbert Bush III, Cramer's spouse and trustee.
Restrictions:
Use of original papers requires an appointment and is limited to the Archives' Washington, D.C. Research Center. Contact Reference Services for more information.
Rights:
The Archives of American Art makes its archival collections available for non-commercial, educational and personal use unless restricted by copyright and/or donor restrictions, including but not limited to access and publication restrictions. AAA makes no representations concerning such rights and restrictions and it is the user's responsibility to determine whether rights or restrictions exist and to obtain any necessary permission to access, use, reproduce and publish the collections. Please refer to the Smithsonian's Terms of Use for additional information.
Topic:
Art -- Collectors and collecting -- New York (State) -- New York Search this
Art -- Collectors and collecting -- Florida -- Miami Search this
Television producers and directors -- Florida -- Miami Search this
Television producers and directors -- New York -- New York Search this
Genre/Form:
Visitors' books
Photographs
Citation:
Douglas Cramer papers, circa 1970-2014. Archives of American Art, Smithsonian Institution.
Star trek creator : the authorized biography of Gene Roddenberry / David Alexander ; with an introduction by Majel Barrett Roddenberry and a foreword by Ray Bradbury
