Stanley Lomas Television Commercial Collection
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1 Barbara Humphreys 1991 Archives Center, National Museum of American History P.O. Box Suite 1100, MRC 601 Washington, D.C
2 Table of Contents Collection Overview... 1 Administrative Information... 1 Arrangement... 2 Biographical / Historical... 1 Scope and Contents... 2 Names and Subjects... 2 Container Listing... 4 Series 1: Supporting Documentation, Series 2: Audiovisual Materials,
3 Collection Overview Repository: Title: Identifier: Archives Center, National Museum of American History Date: (bulk ) Extent: Creator: Language: 7 motion picture films Lomas, Stanley English Collection is in English. Administrative Information Acquisition Information Donated by Stanley Lomas, January 18, Processing Information Processed by Barbara Humphreys, audiovisual archivist, Preferred Citation, Archives Center, National Museum of American History, Smithsonian Institution Restrictions Unrestricted research use on site by appointment. Only reference videos may be used. Reel 1 has been digitized and is available in the Smithsonian Institution Digital Asset Management Systen (DAMS). Conditions Governing Use Reproduction fees for commercial use. Copyright restrictions. Contact staff for information. Biographical / Historical Stanley A. Lomas ( ) began working in television in 1948 at the DuMont network. He started his career producing sports broadcasts.. He went on to produce television commercials, first live and then filmed, for William Esty and Company, Inc., an ad agency with major clients including R.J. Reynolds, Coca Cola, and Colgate Palmolive. Around 1949 Lomas became Esty's vice president for televison commercial Page 1 of 14
4 creation and production. Lomas often used celebrities to promote the products in his commercials. Many of the commercials in the Stanley Lomas Collection feature baseball players, Hollywood actors, and television personalities. Among the most well-known commercials are those that have doctors recommending specific cigarette brands. Lomas left Esty in 1957 and later founded his own agency, Stanley A. Lomas & Associates which specialized in market research. After retiring Lomas embarked on a career as an artist. Scope and Contents The consists of 226 television commercials for products including dishwashing soap, beer, cigarettes, soft drinks, and breakfast cereals. The collection also includes a short 1954 film demonstrating the DuMont Electronicam, a camera designed for simultaneous live broadcast and film recording. There is also an oral history interview conducted with Stanley Lomas in Supporting documentation includes memoranda about the use of television in advertising, photographs, articles by or about Stanley Lomas, and an abstract of the oral history interview. Arrangement The collection is arranged in two series. Series 1: Supporting Documentation, Series 2: Audiovisual, Subseries 2.1: Television Commercials, Subsubseries 2.1.1: Reel 1 Subsubseries 2.1.2: Reel 2 Subseries 2.2: Oral History Names and Subject Terms This collection is indexed in the online catalog of the Smithsonian Institution under the following terms: Subjects: Athletes United States Baseball players United States Beer United States Broadcast advertising Carbonated beverages United States Celebrities United States Cereals, prepared United States Cigarettes -- advertising United States Soap United States Television advertising United States Page 2 of 14
5 Television cameras United States Types of Materials: Commercials Names: Coca-Cola Company Colgate-Palmolive. DuMont Heston, Charlton Keith, Brian, Moore, Garry, R.J. Reynolds Tobacco Company Wayne, John, Page 3 of 14
6 Series 1: Supporting Documentation Container Listing Series 1: Supporting Documentation, Box 1, Folder 1 Interview with Stanley Lomas: Abstract, 1990 April 17 Box 1, Folder 2 Box 1, Folder 3 Box 1, Folder 4 Box 1, Folder 5 Photographs Memoranda About Television Adverstising Research and Advertising Proposals (AT&T Articles Return to Table of Contents Page 4 of 14
7 Series 2: Audiovisual Materials, Subseries 2.1: Television Commercials Box 2, Cassette Reference Subseries 2.1.1: Reel 1, Cassette AC0342-MV0001 Digital reference copy available in the Smithsonian Institution Digital Access Management System (DAMS). William Esty Company Advance Test, 1954 Demonstration of the Dumont Electronicam. Winston's first television commercial. Fab detergent Fab detergent Fab detergent Vel detergent Vel detergent Coca Cola Coca Cola Pacquin's hand cream Pacquin's hand cream Cue shampoo Cue shampoo Cue shampoo Prestone Anti-Freeze Prestone Anti-Freeze Sugar Jets, 1954 Coca Cola - John Wayne Page 5 of 14
8 Eveready batteries Ballentine beer Vel beauty soap Vel dish soap - Skeets Coleman, Test Pilot - baseball players Rapid Shave - Gary Moore - William Holden - Billy Pierce, Chicago White Sox - Bill Hoeft, Detroit Tigers - Joe Collins, New York Yankees - Johnny Logan, Milwaukee Braves - Whitey Lockman, New York Giants - Ted Kluszewski, Cincinatti Reds - Harvey Kuenn, Detroit Tigers - Red Schoendienst, St. Louis Cardinals - Harvey Haddix, St. Louis Cardinals - "Doberman" from Phil Silvers - Doberman - Doberman Page 6 of 14
9 - Doberman - Billy Pierce, Chicago White Sox - Joe Collins, New York Yankees - Willard Nixon, Boston Red Sox - Wllard Nixon, Boston Red Sox - Bob Grim, New York Yankees - Richie Ashburn, Piladelphia Phillies - Whitey Lockman - Yogi Berra, Ted Kluszweski, Johnny Logan, Warren Spahn, Jackie Jensen, Early Wynn, Red Schoendienst - James Daly - Bob Grim, New York Yankees - Richie Ashburn, Philadelphia Phillies - Bill Hoeft, Detroit Tigers - Eddie Robinson, Chicago White Sox - Allie reynolds, New York Yankees - Johnny Pesky, Boston Red Sox - Phillies ball player - Clem Labine, Brooklyn Dodgers - Soldiers - Princeton University house party Page 7 of 14
10 Rapid Shave - Randy Merriman Pink Liquid Vel - Howell Conant, deep sea diver - Phil Silvers - Marge and Gower Champion Cavalier cigarettes - Mike Stokey,My Friend Irma - Richard Carslon, Hollywood actor - "More doctors smoke Camels" - Vivian Blaine - Anne Jeffries and Bob Sterling at the Brown Derby, Hollywood - Howell Conant, deep sea diver - Howell Conant, deep sea diver - Howell Conant, deep sea diver - Howell Conant, deep sea diver Page 8 of 14
11 - Skeets Coleman - Tyrone Power - Tyrone Power -Tyrone Power - baseball stars - Red barber - Red Barber - June Havoc - John Wayne Coca Cola - Ralph Flanagan, band leader Coca Cola Coca Cola - John Wayne Eveready batteries Ben Gay Vel detergent Vel detergent Fab detergent Rapid Shave Cavalier cigarettes Cavalier cigarettes Cavalier cigarettes - Lanny Ross - Patrice Munsell, Richard Carlson, Dorothy Kirsten, and John Wayne - Eva Gabor Pacquin's lotion Page 9 of 14
12 Prince Albert tobacco Subseries 2.1.2: Reel 2, Cassette AC0342-MV0002 Page 10 of 14
13 Cavalier cigarettes Cavalier cigarettes Prince Albert tobacco Prince Albert tobacco - Rex Marshall - Patrice Munsell, Dorothy Kirsten, John Wayne Fab detergent Eveready batteries Pacquins lotion Rapid Shave - Richard Carlson - Bob Dixon - Your Show of Shows - soldiers - "More doctors smoke Camel" - doctors - doctors - doctors - Princeton University house party - Bob Lemon, Cleveland Indians - Yankees game - New York Yankees - Jerry Coleman, New York Yankees - Hank Bauer, New York Yankees Page 11 of 14
14 - Hank Bauer, New York Yankees - Enos Slaughter, Kansas City Royals - Warren Spahn, Milwaukee Brewers - Red Schoendienst, St. Louis Reds - Jackie Jensen, Boston Red Sox - You'll Never Get Rich - You'll Never Get Rich - You'll Never Get Rich - Brian Keith - Brian Keith - Brian Keith - Brian Keith - Brian Keith - You'll Never Get Rich, Phil Silvers - Bob Lemon, Cleveland Indians - Mike Garcia, Cleveland Indians - Gary Moore and Robert Cummings - I've Got a Secret, Robert Cummings - Garry Moore and Robert Cummings - New York Yankees Page 12 of 14
15 - Charlton Heston - Your Show of Shows - The Camel Camera Flamingo Orange Juice, 1953 Flamingo Orange Juice, 1953 Cavalier cigarettes - Camel Movie Hour, Camel Movie Hour, Camel Movie Hour, Camel Movie Hour, Camel Camera - Ralph Bellamy - Camel cross - Joke commercial, Charlton Heston and others -Rock Hudson - Dennis O'Keefe and others Coca Cola - John Wayne, Ralph Flanagan, Pete Collins and Phil Rizzuto, 1953 Fab detergent Page 13 of 14
16 Fab detergent Prestone Anti-Freeze Vel detergent Pacquins lotion Coca Cola - John Wayne Subseries 2.2: Oral History, 1990 April 17 Box 2 Return to Table of Contents Page 14 of 14
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