From Bonanza to Batman: When Fictional Characters Endorse Real Products

Summary

Under the Influence with Terry O'Reilly
Episode: From Bonanza to Batman: When Fictional Characters Endorse Real Products
Release Date: January 11, 2025

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Introduction to Character Endorsements in Advertising

In this insightful episode, host Terry O’Reilly delves into the fascinating intersection of fictional characters and real-world advertising. He explores how beloved TV and movie personas have been leveraged to endorse products, creating memorable and sometimes hilarious marketing moments. The discussion spans from classic 1960s television shows to contemporary advertising strategies, highlighting the enduring impact of character endorsements on consumer behavior.

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Early Television and the Birth of Character Endorsements

Bonanza and Chevrolet: Bridging Time and Brands

O’Reilly begins by examining the 1960s TV show Bonanza, which aired on NBC from 1959 to 1973. Unlike typical Westerns of its time, Bonanza focused on the Cartwright family, showcasing values of family and integrity. During this era, advertisers quickly recognized the potential of integrating beloved characters into their commercials.

In 1962, Chevrolet capitalized on Bonanza's popularity by featuring Lorne Greene, who played Ben Cartwright, in their commercials. Dressed authentically in his character's attire, Greene introduced Chevrolet’s new line of cars and trucks, delivering pitches that resonated with the show's loyal audience.

[10:28] Various Characters: "Drop into your Chevrolet dealers as soon as you can and take one of these new 1962 Chevrolets. Out for a ride. And when you do, I think you'll agree with me that this is a bonanza of beauty and value."

This seamless integration highlighted how advertisers could bend the "time-space continuum" by placing 19th-century characters in 20th-century advertisements, a technique that both amused and engaged viewers.

Happy Days: The Fonzie Phenomenon

Transitioning to Happy Days, which premiered in 1974, O’Reilly discusses the show's immediate success and the rise of its most iconic character, Arthur "Fonzie" Fonzarelli, portrayed by Henry Winkler. The character's popularity transcended the show, leading to massive fan adulation, often exemplified by events like the overzealous fan turnout at Neiman Marcus in Dallas.

The episode highlights how Happy Days leveraged its characters for promotional tours, creating a direct connection between the show's fictional world and real-world products. Winkler's ability to stay in character during such intense fan interactions illustrated the power of character consistency in advertising.

[04:30] Various Characters (Fonzie): "Hey, that's the point. I intimidated you. That's because I've got a majestic bearing. I got style, I got an attitude. I got a tough voice."

Munsters and Marineland: Embracing the Unconventional

O’Reilly also explores The Munsters, a sitcom about a family of friendly monsters. In a particularly memorable commercial, the Munster family promotes Marineland, showcasing how even unconventional characters can effectively endorse products when the campaign aligns with their unique personas.

[14:09] Various Characters: "This you've got to see the Munsters at Marine Land."

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The Evolution of Character Endorsements

Hogan’s Heroes and Product Integration

Turning to Hogan's Heroes, a sitcom set in a World War II POW camp, O’Reilly describes a creative commercial where the characters endorse Jell-O. The prisoners ingeniously incorporate the product into their daily lives, further reinforcing the seamless blend of fiction and marketing.

[15:44] Various Characters (Hogan's Heroes): "Oh, I pass. I'm too full. Jello gelatin. Say so. There's always room for Jello, the light dessert with fresh fruit taste."

Transition to Modern Advertising: Batman, MacGyver, and Beyond

O’Reilly transitions to modern advertising, highlighting how character endorsements have moved from television to movies and beyond. He cites examples like Batman endorsing OnStar and MacGyver appearing in MasterCard commercials. These contemporary campaigns continue the tradition of using beloved characters to create engaging and relatable advertisements.

[19:14] Ty Burrell (Batman Commercial): "And where have you put all these things?"

[19:15] Various Characters (Batman Commercial): "Just press the OnStar button, sir. Well done, Alfred. My pleasure, sir."

Breaking Bad’s Walter White: A Darker Endorsement

One of the standout examples discussed is Esurance’s use of Walter White from Breaking Bad in a 2015 Super Bowl commercial. The ad features White in his signature meth-making attire, adding a twist of dark humor to the endorsement.

[22:27] Various Characters (Walter White): "Hi."

[22:36] Various Characters (Walter White): "It's sort of your prescription. Yes, it is. No. Take it. No. Take it. You'll thank me later."

O’Reilly notes the boldness of using such a complex and morally ambiguous character in advertising, emphasizing how it reflects the changing landscape of consumer expectations and advertising norms.

Sex and the City’s Carrie Bradshaw: Challenging Brand Associations

Another modern example is Esurance’s collaboration with Carrie Bradshaw from Sex and the City. The commercial features Bradshaw ordering a Stella Artois instead of her usual Cosmopolitan, creating a humorous and unexpected brand association.

[23:52] Various Characters (Carrie Bradshaw): "Hello. Good to see you again. Likewise. Please. Cosmopolitan. Nope. Tonight, I'll have a Stella Artois."

This campaign, titled "Change up the Usual," cleverly uses the character’s established persona to encourage viewers to try something different, showcasing the versatility and creative potential of character endorsements.

Modern Family’s Phil Dunphy: Authenticity in Advertising

Continuing the exploration, O’Reilly discusses the National Association of Realtors’ campaign featuring Phil Dunphy from Modern Family, portrayed by Ty Burrell. The ads capture Dunphy’s quirky and enthusiastic personality, aligning well with the real estate industry’s branding needs.

[26:36] Ty Burrell (Phil Dunphy): "Many things differentiate a realtor from a real estate agent. For one, a realtor follows a strict code of ethics."

This example underscores the effectiveness of using characters that embody specific professional traits, thereby reinforcing the advertised product’s credibility and appeal.

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Analysis: The Impact and Effectiveness of Character Endorsements

O’Reilly reflects on how character endorsements have evolved from being straightforward and earnest to now incorporating a more tongue-in-cheek and self-aware approach. He observes that while past endorsements felt like genuine extensions of the characters' universes, modern commercials often play with the audience’s awareness of the fictional nature of these characters.

[26:20] Terry O'Reilly: "When real estate agent Phil Dunphy does commercials for Realtors, you get the connection."

He concludes that despite the shift in tone, character endorsements remain as effective today as they were in the past, albeit viewed through a more cynical and humorous lens by contemporary audiences. The nostalgia factor still plays a significant role, but today’s consumers appreciate the meta-humor and cleverness in these campaigns.

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Conclusion: The Enduring Power of Storytelling in Advertising

Terry O’Reilly encapsulates the episode by emphasizing the timeless nature of storytelling in advertising. Whether through classic TV characters or modern icons, the ability to connect with audiences on a narrative level remains a powerful tool for marketers. Character endorsements, when executed thoughtfully, can bridge the gap between fiction and reality, creating lasting impressions and fostering brand loyalty.

[27:01] Terry O'Reilly: "Success is 1% inspiration, 98% perspiration, and 2% attention to detail."

As the episode wraps up, O’Reilly underscores the importance of creativity and authenticity in leveraging fictional characters for real-world marketing success. He invites listeners to appreciate the intricate dance between pop culture and advertising, celebrating the stories that make these endorsements memorable and impactful.

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Notable Quotes:

• Henry Winkler (Fonzie):

  [04:34] "Guys feared him. Girls dreamed of him."

• Terry O’Reilly:

  [11:23] "Now, what makes this so amusing is that all these Bonanza commercials bent the time space continuum."

• Ty Burrell (Phil Dunphy):

  [26:36] "Many things differentiate a realtor from a real estate agent."

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Production Credits: This episode was recorded in the Tear Stream Mobile Recording studio, produced by Debbie O'Reilly, with chief sound engineer Jeff Devine. Themed by Casey Pick, Jeremiah Pick, and James Atten Gauden, and tunes provided by APM Music. Powered by Acast and Let's Be Social.

Fun Fact: Fonzie's leather jacket, worn by Henry Winkler on Happy Days, now hangs in the Smithsonian Museum, a testament to the character's cultural impact.

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This comprehensive exploration by Terry O’Reilly offers a nostalgic yet critical look at how fictional characters have been ingeniously woven into the fabric of advertising, shaping consumer perceptions and driving brand narratives across generations.

Transcript

[Terry O'Reilly]

Hi, it's Terry O'Reilly. As you may know, we've been producing a lot of bonus episodes while under the influences on hiatus. They're called the Beatleology Interviews, where I talk to people who knew the Beatles, work with them, love them, and the authors who write about them. Well, the Beatleology Interviews have become a hit, so we are spinning it out to be a standalone podcast series. You've already heard conversations with people like actors Mark Hamill, Malcolm McDowell and Beatles confidant Astrid. But coming up, I talked to May Pang, who dated John Lennon in the mid-70s. I talked to Double Fantasy guitarist Earl Slick, Apple Records creative director John Koch. I'll be talking to Jan Hayworth, who designed the sergeant Pepper album cover. Very cool. And I'll talk to singer Dion, who is one of only five people still alive who were on the Sgt. Pepper cover. And two of those people were Beatles. The stories they tell are amazing. So thank you for making this series such a success. And please do me a favor. Follow the Beatleology Interviews on your podcast app. You don't even have to be a huge Beatles fan. You just have to love storytelling. Subscribe now and don't miss a single beat.

[Ryan Reynolds]

Hey, I'm Ryan Reynolds. Recently I asked Mint Mobile's legal team if big wireless companies are allowed to raise prices due to inflation. They said yes. And then when I asked if raising prices technically violates those onerous two year contracts, they said, what the are you talking about, you insane Hollywood? So to recap, we're cutting the price of mint unlimited from $30 a month to just $15 a month. Give it a [e-mail] switch.

[Mint Mobile Legal Team]

$45 up front payment equivalent to $15 per month. New customers on first three month plan only. Taxes and fees, Extra speed slower above 40 gigabytes of details.

[Terry O'Reilly]

This is an apostrophe podcast production. Hi, it's Terry O'Reilly. Just wanted to let you know that this episode is the beginning of our 20th season on CBC. New decade, new episodes, and even a new theme song. Thanks for listening all these years.

[Various Characters]

We're going to show you our big new Studebaker car. Mama mia, that's a spicy meatball. What love doesn't conquer. Alka sells her will. What a relief.

[Terry O'Reilly]

You're under the influence with Terry O'Reilly. When the movie American Graffiti turned out to be a big surprise hit in 1973, TV network scrambled to find shows that had a nostalgic late 50s, early 60s storyline. Producer Garry Marshall had just the show up his sleeve. He called it Happy Days. Marshall not only modeled it on American Graffiti, but he also hired the movie's star, Ron Howard to be the star of his new sitcom. Happy Days made its debut as a mid season replacement on the ABC Network at 8pm on Tuesday, January 15, 1974.

[Various Characters]

Sunday Monday Happy Days Tuesday Wednesday Happy.

[Terry O'Reilly]

Days Thursday, Friday Happy Days Happy Days was set in Milwaukee, Wisconsin. The main cast, comprised of Ron Howard is Richie Cunningham, a clean cut 1950s high schooler. He had a bobby sock sister named Joanie and his parents owned a hardware store. Richie had a friend named Pottsy played by Anson Williams and a friend named Ralph played by Don Most. But there was one more character played by Henry Winkler. He was a tough, ultra cool leather jacket wearing guy named Arthur Fonzarelli, otherwise known as Fonzie.

[Various Characters]

You see how nervous you just got?

[Terry O'Reilly]

Yeah, but I thought you were gonna kill me.

[Various Characters]

Hey, that's the point. I intimidated you. That's because I've got a majestic bearing. I got style, I got an attitude. I got a tough voice.

[Terry O'Reilly]

Guys feared him. Girls dreamed of him. And soon Fonzie would not only become the most popular character on the show, it would become iconic. According to Ron Howard's memoir, Happy Days found a dedicated audience right away, finishing at number 16 in the ratings. It was up against Maude in the time slot. But Happy Days took such a bite out of Maude's audience that CBS moved Maude to Monday nights instead. None of the Happy Days cast fully grasped how popular their show was until just before the second season started. ABC sent Ron Howard, Henry Winkler, Anson Williams and Don Most out on a promotional tour across the country. That's when the actors realized they were attracting a huge crowd of screaming teenage girls everywhere they went. When they made a live appearance at the flagship Neiman Marcus location in Dallas, the store was completely overwhelmed by a turnout of over 20,000 screaming fans who all wanted Fonzie. The security team there was completely unprepared. At one point, Henry Winkler and Don Most were trapped. The crowd of fans outside the store was getting louder and wilder. And there were 20,000 of them standing between the Happy Days actors and their car. It was Fonzie Mania. Donmost looked at Winkler and said, we'll never make it to our car. That's when Winkler said, yes, we will. He strode out to the crowd, which made them scream even louder. And then Winkler did something he had never done in public before. He put on his Fonzie voice and addressed the crowd. He said, I want to tell you something now and the crowd went silent. He said, you are going to part like the Red Sea. We are going to walk to the car and you are not going to touch us. Then he snapped his fingers like Fonzie always did on the show. In that moment, 20,000 kids obediently opened up a pathway right to the car. Winkler and most were able to make a safe getaway that day. All it took was for Winkler to stay in character. The world of marketing often asks actors to stay in character. That's when commercials are created, where actors are asked to endorse products not as themselves, but as their movie or TV character. Sometimes staying in character makes sense for their product. Oftentimes it's tongue in cheek, and sometimes it bends the time space continuum.

[Various Characters]

You're under the influence.

[Terry O'Reilly]

An interesting trend began on television back in the 1960s. As TV became the dominant medium. Loyal audiences watched their favorite programs every week. Without fail, they came to identify with the characters, not the actors behind those roles, but the actual fictional characters they portrayed. Advertisers, with their antennae finely tuned, were quick to pick up on that and found ways to employ those characters in commercials, even when it didn't make any sense. From 1959 to 1973, the TV show Bonanza ran on NBC. Unlike most Westerns of its time, Bonanza wasn't about gunslingers roaming the Wild West. It centered on a family called the Cartwrights. Patriarch Ben Cartwright, played by Canadian Lorne Greene, was a thrice widowed wealthy landowner who had three sons, each by a different wife, Adam, Big Hoss and Little Joe. In the first season, every episode began with Ben and his three sons riding horses along a road, galloping toward the camera. And if you looked closely, you could see the tire tracks from the camera truck on the road behind them. Oh, well, it was the early days of tv. In Bonanza, Ben Cartwright owned a thousand square mile ranch called the Ponderosa near Virginia City in Nevada. And every week, the upstanding Cartwrights battled drifters, bigots, swindlers and a wide range of bad guys. In 1962, Chevrolet was a major sponsor of Bonanza. Besides running commercials within the program, Chevrolet created a two minute commercial to introduce their new line of cars and trucks. And here's where it gets a little strange and hilarious. In this next commercial, Lorne Greene, in his full Ben Cartwright Bonanza costume, complete with cowboy hat and holster, stands in a barn beside a new Chevrolet and invites you to visit your Chevrolet dealer.

[Various Characters]

Drop into your Chevrolet dealers as soon as you can and take one of these new 1962 Chevrolets. Out for a ride. And when you do, I think you'll agree with me that this is a bonanza of beauty and value.

[Terry O'Reilly]

Did Ben Cartwright's horse know about this? In this next clip from 1966, Lorne Greene, again in full Ben Cartwright wardrobe, is standing in front of a Frontier general store. And Ben Cartwright, marketer extraordinaire, gives Chevrolet dealers a little lesson in advertising.

[Various Characters]

Our theme put more impact on into our selling. And we're here to explore ways to suck home an idea, an advantage, a feature. Not just knowing an advantage, not just saying it, but putting genuine enthusiasm and fire into it, smacking it home so it stays remembered.

[Terry O'Reilly]

Now, what makes this so amusing is that all these Bonanza commercials bent the time space continuum. The Cartwright family lived in the 1860s, and this was 1966, 100 years later. But who's counting? That's one of my favorite TV theme songs of all time. It belonged to the Andy Griffith show, which ran from 1960-68. It starred Andy Griffith as widower Andy Taylor, who lives with his young son Opie, played by a very young Ron Howard. They live in a sleepy little town of Mayberry, North Carolina. Andy is the sheriff in a town where nothing much happens. Mostly, he just has to cope with the loopy and colorful folks who live in Mayberry. In this black and white commercial, Opie comes running into Sheriff Andy's office to talk to his father about a coffee pitch.

[Various Characters]

Hey, Paul, guess what? I am. Boop, boop, boop, boop, boop, boop, boop, boop, boop, boop, boop, boop. Oh, you're that perkin jar of instant Maxwell House coffee. It's a good thing, too. Cause it's time to tell the folks about instant Maxwell House and why it's so good.

[Terry O'Reilly]

The actors deliver the pitch in full character on the actual set, complete with a laugh track. Andy and Opie were beloved characters in early 1960s television, so when they pitched a product, people took it to heart. And viewers didn't seem to mind the characters breaking the sacred fourth wall and talking directly to them. One of my favorite favorite shows as a kid was the Munsters. It ran from 1964 to 1966, then played in reruns for years. The show centered on a family of friendly monsters who somehow take up residence in a small town. Herman Munster is a huge Frankenstein creature. Wife Lily and grandpa are vampires. Son Eddie is a werewolf, and niece Marilyn is the only normal person. And hilariously, the rest of the family thinks she's the ugly duck. The Munsters live in a spooky house at 1313 Mockingbird Lane. And believe it or not, at one point, the ghoulish but lovable Munster family promoted Marineland.

[Various Characters]

This you've got to see the Munsters at Marine Land.

[Terry O'Reilly]

Yep, the Munsters drive up to Marine Land in their hearse.

[Various Characters]

You can help the Munsters pick out a pet for Eddie.

[Terry O'Reilly]

And of course, the rest of the family is enamored by the terrifying Marine life.

[Various Characters]

Of course, Herman, Grandpa and Lily insist on something lovable, like a shark, a barracuda or an octopus.

[Terry O'Reilly]

It was a strange moment of worlds colliding. From 1965 to 1971, there was a sitcom called Hogan's Heroes. Believe me, Believe it or not, it was a sitcom based on a World War II prisoner of war camp. The American inmates of this Nazi prisoner of war camp would conduct an endless series of espionage campaigns right under the noses of the bumbling German officers. Hijinks ensued. Oh, to be a fly on the wall when this sitcom idea was pitched. But against all odds, it became a top rated show. It had 10 Emmy nominations and two Emmy wins. All of Hogan's fellow prisoners had specialties like a radio operator, a demolitions expert, and a cook named LeBeau. In this next commercial, the prisoners of war promote a little Jell o when Chef LeBeau whips up a tasty dessert in the barracks knuckle and Hogan for the dessert.

[Various Characters]

Oh, I pass. I'm too full. Jello gelatin. Say so. There's always room for Jello, the light dessert with fresh fruit taste.

[Terry O'Reilly]

As they enjoy their Jello dessert, the German commandant, Colonel Klink, bursts in with camp guard Sergeant Schultz.

[Various Characters]

Science. How dare you use my helmet for Jello, the light dessert with fresh fruit tape. Would you care for a dish ducker with a little Dream Whip on top?

[Terry O'Reilly]

Once, once again, Hogan easily tricks his captors by seducing them with a little Jello and a dollop of Dream Whip.

[Various Characters]

Not a word about this to anybody.

[Terry O'Reilly]

Laugh track included. Back in 1988, McDonald's created a commercial to promote their double cheeseburger reunion. As the fast food retailer was bringing back its double cheeseburger and pairing it again with a large order of French fries. The commercial begins with Don Adams from the sitcom Get Smart, Grandpa from the Munsters, Eddie Haskell and Mrs. Cleaver from Leave it to Beaver, Gilligan from Gilligan's island, and Jed Clampett all pulling up to McDonald's in the Beverly Hillbillies old jalopy. It was a 60s sitcom reunion.

[Various Characters]

McDonald's is bringing back all your old favorites for a reunion. A big double cheeseburger reunion. It's great to be back. We're reuniting the big taste of two all beef patties and golden melted cheese. My, that's a lot lovely double cheeseburger.

[Ryan Reynolds]

You'Re eating, Mrs. Cleaver.

[Various Characters]

Thank you, Eddie. Together with a new large order of crisp golden french fries. I love french food. So hurry. It's only for a limited time. It's McDonald's Big Double Cheeseburger reunion. Y'all come back now. Here.

[Terry O'Reilly]

When we come back, Batman makes a bat pit.

[Ryan Reynolds]

Hey there, Ryan Reynolds here. It's a new year and you know what that means. No, not the diet resolutions. A way for us all to try and do a little bit better than we did last year. And my resolution, unlike big wireless, is to not be a raging and raise the price of wireless on you every chance I get. Give it a [e-mail] switch.

[Mint Mobile Legal Team]

$45 upfront payment required. Equivalent to $15 per month. New customers on first three month plan only. Taxes and fees. Extra speed slower above 40 gigabytes on unlimited. See mintmobile.com for details.

[Terry O'Reilly]

In the year, the use of characters in commercials jumped from TV to the movies. The Dark Knight, Batman and his loyal butler Alfred, hot off the big screen, showed up in an ad for OnStar, the subscription based service from General Motors that provides in vehicle emergency assistance. The commercial begins with Batman entering the Batcave.

[Various Characters]

Good evening, Batman. Alfred. I've stepped up safety in the Batmobiles. Really? Should a villain steal it, someone will track it. If your airbag goes off, an advisor will assist you. If you're stranded, satellites will help locate you.

[Ty Burrell]

And where have you put all these things?

[Various Characters]

Just press the OnStar button, sir. Well done, Alfred. My pleasure, sir.

[Terry O'Reilly]

OnStar, how can I help you, Batman? Holy ad budget, Batman. Those OnStar commercials had big production. From 1985 to 1992, there was a TV show called MacGyver produced by Henry Winkler. By the way, Angus MacGyver was a secret agent but refused to carry a gun. Instead, he used his wits, resourcefulness and his incredible knowledge of science to get out of all sorts of trouble. Fourteen years later, actor Richard Dean Anderson reprised his role as MacGyver in a fun tongue in cheek super bowl ad for MasterCard. In keeping with the long running MasterCard campaign, it checks off all the things MacGyver can buy with his MasterCard. First we see MacGyver's hands are tied behind a chair, but he uses a pine tree. Air freshener to cut the rope. Air freshener129 on debit MasterCard. Then MacGyver uses a sock to zip line down a power line to break out of the room. Tube sock, $4. Then MacGyver. MacGyver's his way out of trouble. Using his ingenuity. Paperclip, ballpoint pen, rubber band tweezers, nasal spray and a turkey baster, $14. He manages to escape just in time before the entire complex blows up. The little things that get you through the day. Priceless. There are some things money can't buy. For everyday stuff, there's debit MasterCard. Richard Dean Anderson said he had turned down many MacGyver commercials in the past, but this parody of the whole MacGyver thing just made him laugh. I was a big fan of Breaking Bad. If you haven't watched the show, it's about a quiet chemistry teacher named Walter White. He discovers he has terminal cancer, so he teams up with a drug dealing student to begin manufacturing and selling meth to secure his family's financial future. Over the course of the series, the soft spoken Walter White turns into a vicious drug lord. As show creator Vince Gilligan once said, Walter white goes from Mr. Chips to Scarface. So it was interesting that Esurance chose to create a 2015 Super bowl commercial using the meth dealing Walter White character. The commercial takes place in a pharmacy where a woman asks for her prescription. And instead of her regular pharmacist, a menacing Walter White pops up in his full yellow meth making outfit. Hi.

[Various Characters]

Hi.

[Terry O'Reilly]

Um, my doctor called in a prescription.

[Various Characters]

Uh, yes. Yes.

[Terry O'Reilly]

You're not Greg.

[Various Characters]

I'm sort of Greg. We're both over 50 years old. We both used to own a Pontiac Aztec. We both have a lot of experience with drugs.

[Terry O'Reilly]

You don't hear that a lot in commercials. Then Walter White puts a bottle of pills on the counter. That's not my prescription.

[Various Characters]

It's sort of your prescription. Yes, it is. No. Take it. No. Take it.

[Terry O'Reilly]

No.

[Various Characters]

Take it.

[Terry O'Reilly]

No.

[Various Characters]

Take it. You'll thank me later.

[Terry O'Reilly]

Then Esurance makes its pitch. Sort of you isn't you. Esurance helps make sure you only pay.

[Ty Burrell]

For what's right for you, not someone sort of like you.

[Terry O'Reilly]

Esurance, backed by Allstate, an amusing ad based on a deadly serious show. A few years later, TV teamed up with the movies. In another super bowl commercial, Carrie Bradshaw from Sex and the City, AKA Sarah Jessica Parker, made an ad for a beer brand. As fans may know, Bradshaw's favorite drink in the TV show was a Cosmopolitan. But when she Sits down in her favorite fancy restaurant. She orders something different.

[Various Characters]

Hello. Good to see you again. Likewise. Please. Cosmopolitan. Nope. Tonight, I'll have a Stella Artois.

[Terry O'Reilly]

No one there can believe their ears. The restaurant screeches to a halt. Carrie Bradshaw is actually having a Stella Artois. Then someone else walks into the restaurant. It's the dude from the movie the Big Lebowski, AKA Jeff Bridges. In the film, the Dude's favorite drink is a White Russian. But not tonight.

[Various Characters]

Wild night, huh? White Russian? No. Gary, give me a Stella Artos.

[Terry O'Reilly]

Again, everyone in the restaurant stops dead as nobody can believe that the dude has ordered a beer. Specifically a Stella Artois or Artau. He sits at a table across from Carrie Bradshaw.

[Various Characters]

Excuse me. Good choice. Well, changing can do a little good. Dude abides.

[Terry O'Reilly]

The campaign was titled Change up the Usual. The strategy was to convince people to change up their usual beverage order and have a Stella Artois instead. When we come back, Phil Dunphy from Modern Family pitches real estate.

[Ryan Reynolds]

Hey there, Ryan Reynolds here. It's a new year, and you know what that means. No, not the diet resolutions. A way for us all to try and do a little bit better than we did last year. And my resolution, unlike big wireless, is to not be a raging and raise the price of wireless on you every chance I get. Give it a [e-mail] switch.

[Mint Mobile Legal Team]

$45 upfront payment required. Equivalent to $15 per month. New customers on first three month plan only. Taxes and fees. Extra Speed slower above 40 GB on unlimited. See mintmobile.com for details.

[Terry O'Reilly]

If you were a fan of the sitcom Modern Family, you'll know that the dad, Phil Dunphy, was a real estate agent. Correction. Phil Dunphy was a realtor.

[Various Characters]

I love being a real estate agent.

[Ty Burrell]

First of all, I'm not just a real estate agent. I'm a realtor. I'm a member of a national association, a brotherhood sworn to the realtor Code of ethics. That's what this R stands for.

[Terry O'Reilly]

So the national association of Realtors saw a fun opportunity and hired actor Ty Burrell, or should I say Phil Dunphy, to star in a series of ads for realtors.

[Ty Burrell]

Many things differentiate a realtor from a real estate agent. For one, a realtor follows a strict code of ethics. No problem, because I was a highly decorated junior wilderness trooper who cannot lie. Okay, Truth is, by highly decorated, I mean the other kids put makeup on me while I was asleep. But it was only because I built the best fire. Okay? It was because I brought a picture of my dog, my mom, brushing my hair. See ethics.

[Terry O'Reilly]

The campaign was titled Phil's Ossifies, where Dunphy opines on the real estate industry. Like all the commercials we talked about today, it was a very amusing take on the character. As Phil Dunphy once said, success is 1% inspiration, 98% perspiration, and 2% attention to detail. The world of advertising has many arrows in its quiver. TV commercials, YouTube videos, websites, celebrity endorsements, and a funny thing called character endorsements. It isn't the actor endorsing the product, it's the character the actor plays who is endorsing the product. When real estate agent Phil Dunphy does commercials for Realtors, you get the connection. When Carrie Bradshaw suddenly changes her famous drink order, you get the idea. When MacGyver charges a bunch of handy doodads to his MasterCard, you get the joke. But then there's the cartwrights from the 1860s promoting Chevrolets in 1966, and Hogan's Heroes hawking jello in a prisoner of war camp. All played perfectly straight in character. It demonstrates how much times have changed. Back in the day, characters from TV shows and movies felt like our friends. There were only a handful of TV stations back then, and we all invited those characters into our living rooms and watched the shows together. It was a universally shared experience, and we happily suspended our disbelief because the shows were so familiar and comforting and made us smile. Today, we're a little too jaded for that. All the recent commercials we talked about today featuring TV and movie characters were done with tongue planted firmly in cheek. We get the joke and enjoy it. Strangely, they may be as effective as those old 1960s commercials. We just view them through a different lens. When you're under the influence, I'm Terry O'Reilly. This episode was recorded in the Tear Stream Mobile Recording studio producer Debbie O'Reilly chief sound engineer Jeff Devine under the Influence Themed by Casey Pick, Jeremiah Pick and James Atten Gauden. Tunes provided by APM Music. This podcast is powered by Acast and Let's Be Social. Follow Me errioinfluence Want to read next week's Fun Fact? Just go to Apostrophe Podcasts and follow the prompts. See you next week. Fun Fact hi, this is Jeff from Auckland, New Zealand. Fonzie's leather jacket, worn by Henry Winkler and Happy Days, now hangs in the Smithsonian Museum.