Origins of 12 Modern Icons, 9-12
The final modern icons on the list are some of the most well-known, such as Ronald McDonald.9. The Gerber Baby
Contrary to some popular beliefs, it's not Humphrey Bogart, Elizabeth Taylor, or Bob Dole who so sweetly looks up from the label of Gerber products. In fact, the face that appears on all Gerber baby packaging belongs to mystery novelist Ann Turner Cook. In 1928, when Gerber began their search for a baby face to help promote their new brand of baby food, Dorothy Hope Smith submitted a simple charcoal sketch of the tot -- promising to complete it if chosen. As it turned out, that wasn't necessary because the powers behind Gerber liked it just the way it was. In 1996, Gerber updated its look, but the new label design still incorporates Cook's baby face.
10. Mr. Whipple
The expression "Do as I say, not as I do" took on a persona in the mid-1960s -- Mr. Whipple, to be specific. This fussy supermarket manager (played by actor Dick Wilson) was famous for admonishing his shoppers by saying, "Ladies, please don't squeeze the Charmin!" The people at Benton & Bowles Advertising figured that if, on camera, Mr. Whipple was a habitual offender of his own rule, Charmin toilet paper would be considered the cushiest on the market. The campaign included a total of 504 ads and ran from 1965 until 1989, landing it a coveted spot in the Guinness Book of World Records. A 1979 poll listed Mr. Whipple as the third most recognized American behind Richard Nixon and Billy Graham.
11. The Pillsbury Doughboy
Who can resist poking the chubby belly of this giggling icon? This cheery little kitchen dweller was "born" in 1965 when the Leo Burnett advertising agency dreamt him up to help Pillsbury sell its refrigerated dinner rolls. The original vision was for an animated character, but, instead, agency producers borrowed a unique stop-action technique used on The Dinah Shore Show. After beating out more than 50 other actors, Paul Frees lent his voice to the Doughboy. So, if you ever craved Pillsbury rolls while watching The Adventures of Bullwinkle and Rocky, it's no wonder ... Frees was also the voice for Boris Badenov and Dudley Do-Right.
12. Ronald McDonald
Perhaps the most recognizable advertising icon in the world, this beloved clown made his television debut in 1963, played by future Today weatherman Willard Scott. Nicknamed the "hamburger-happy clown," Ronald's look was a bit different back then: He had curly blond hair, a fast-food tray for a hat, a magic belt, and a paper cup for a nose. Ronald's makeover must have been a hit because today McDonald's serves more than 52 million customers a day around the globe.
CONTRIBUTING WRITERS:
Helen Davies, Marjorie Dorfman, Mary Fons, Deborah Hawkins, Martin Hintz, Linnea Lundgren, David Priess, Julia Clark Robinson, Paul Seaburn, Heidi Stevens, and Steve Theunissen
