The Philadelphia Inquirer from Philadelphia, Pennsylvania • Page 60

30-D Friday, June 4, 1976 Philadelphia Inquirer MtllWin 3 MARKET ITACET-- 3Asiimitr iir--- Mj ir irzi WALNUT 3 3 I I lnut iTtT i iv in ii 1 1 1 1 i wum'ummua' It I 1 I i rrrrrvw Vi i Obirvtlon I I I Towr 'I IUJ LOCUST TEt nPimnn 'J' SPHUCE TRtETjj (- TSr rrrT QU on Spgcja (o The nqujrer RS SCHNEIDtR yininmm i iiiiiiiiiiiiiniiiiiiiiriiifiWFir-T)TiiTTT-- WjgsKf- fTT, All the new points' of interest shfiwn aie now open or opening See them and all the other islonc spots down here nytne riven rom, nicy ic 'oi th a' visit and so is inning nnnr(' Phlladelphn's aipout Seatootf Hestaurnt 125 WALNUT ST. vmple parking at our door nnnnnnM ''Mii-J lf7r bicycle riders Norman Schwartz -1" JS33W rfW and Susan Menconi (above) Bill I' I ITW 7 iT (left) President of the ad 4 iijS r5 a8ency wears an on his The Inquirer delivers. That's a promise. Call 665-1234. 'J Ik-l i Full Flavor Did but UGSETT 4 MYERS INCORPORATED, 1876 your first bi Crazy to the core and proud of it rough? Report from New York Was Your second brand missing flavor altogether? taste rich lqarene.

You've run the gamut. a You're readY for theThir til -IABIC; Like vour first brand, Lark's By Beth Gillirf Pombeiro Inquirer Stall Writer NEW YORK There are a lot of things that New Yorkers could do without right now. Brownouts, a puppy boom, a garbage strike, to name a few. But it 'would seem what New Yorkers need least of all is an advertising campaign tint reminds them, relentlessly, that they are slightly insane to live here. must be assumed that New Yorkers, who this last year have survived such affects of near-bankruptcy as garbage pileups, arson waves and pothole plagues, already know this.

Lest they forget, though, the message beams down on them from "colorful posters on packed, noisy subways and crowded, bumpy buses: "You Have to Be a Little Crazy to Live in New York." Crazy, the posters go on to say, about fashion, food and theater, about bike riding (on 29 miles of bicycle paths) about street festivals (more than 5,000 last year) and about tav-' erns. There are about 4,000 of these in the city limits, and considering the kind of year it has been, that is not one too many. The advertising campaign was launched in April and is expected to peak in mid-July, when the eyes 1 of the nation presumably will be riveted on the Democratic National Convention here. The theme was dreamed up by the advertising agency of Ogilvy Mather by the Committee in the Public Interest to come up with something to "energize" New Yorkers in their darkest hour. The committee is a volunteer, non-partisan group of business and community leaders that was formed at the request of Mayor Abraham Beame during one of his darkest hours last fall.

In the offices of Ogilvy Mather, ad man John Blainev explains, "We had to design something believable. We could not verv well tell people that New York is clean, that it has no crime, that there is no pollution." Perverse pride Instead, Blainey says, the agency focused on what he calls "New York- ers' nerverse pride," a commodity that Blainey apparently possesses in abundance. Noting that he recently purchased a co-operative apartment in New York, Blainey says smugly, I lived in the country the oxygen would probablv kill me." The inspiration for the campaign is a statement made by Rep. Bella Ahzug N. seveiai yedis okO.

"New York is a crazy town to live in. but you'll never die of boredom." 1 The fellows at Ogivly Mather tossed that around for awhile and came up with "You have to he crazy live here." But, said Blainey, -That was a little harsh." There is a certain risk involved in negative advertising, Blainey concedes. What worked for Volkswagen -a lot of cars were sold by getting people to snicker at them did not go over well in Philadelphia a few years back. When a public-spirited group came up with the' catchy phrase, "Philadelphia isn't as bad as Philadelphians say it is," Philadelphia's response was a bored, "Oh, yes it is." "Anything that is going to be noticed has to be controversial," Blainey savs. "We have had people writing little graffiti statements on our posters, but on the whole we seem to have struck a remarkably responsive chord." i A Ml iw 1 Wi t)l Carl Spielvogel, chairman of the Committee in the Public Interest, is delighted with the campaign.

He says it captures "an undefinable, fine madness that gives this city its special character an unique bounce." In addition to the transit posters, which feature a bright red apple with the Manhattan skyline superimposed on it, wrapped in a ribbon that says "The Big Apple," the ad agency has designed T-shirts and buttons. These say simply, "I'm Crazy About the Big Apple." Cosily T-shirts The T-shirts cost $10 at Blooming-dales and Franklin Simon and are selling well, after some problems with the first shipments. On the first batch the apples came out purplish pink, and on the next batch, the color of ripe tangerines. The factory finally got it right, the apples are now red, and everyone is happy, especially Bloomingdales, which recently displayed the shirts in its windows. The "I'm Crazy" buttons will sell for 50 cents, as soon as Ogilvy Mather figures out a way to distribute them.

Proceeds from the sale of the buttons and T-shirts are paying for printing the transit posters. When the ad agency catches up on all its bills, it hopes to go national with the campaign. The way that the term Big Apple has become virtually synonymous throughout the nation with New York City is itself a tribute to the pervasive power of advertising. It is not a new phrase, having been used by jazz musicians in the late 1920s to describe playing the big time. But it wasn't familiar in later years until the New York Convention and Visitors Bureau resurrected it in 1972.

Explained Bureau President Charles Gillett, "We wanted to come up with a better name for New York than the Asphalt Jungle, as people were wont to call us." It is now possible to buy commercially-produced Big Apple neckties, napkins, matches, drinking glasses and shopping bags. There is rumored to be a cocktail called the Big Apple. A local television news program relates stories about city crises against a backdrop of a huge wonii-eaicii apple with a bite out of it. The Big Apple is also available as (the money goes to the city) a tax-deductible full-color poster, suitable for framing, in $5 and $10 versions. Designed by Ogilvy Mather, it carries a slogan that most definitely will not be used in the national version of the campaign.

"You have to be a little crazy to live in New York," it says, "but you'd be nuts to live anywhere else." Catholic Relief chief Attocinlei Prest ALBANY, N. Most Rev. Edwin B. Broderick, bishop of the Roman Catholic diocese of Albany, was named yesterday to head the church's international Catholic Relief Services. Bishop Broderick, 59, succeeds Bishop Edward E.

Swan-strom, who is retiring after 33 years as head of the agency. got plenty of rich tobacco flavor. Unlike your first brand, we back up our tobacco with a selective filter (probably the most expensive filter in the world.) It selectively reduces many of the things, that can make smoke rough-tasting. Result? Pure flavor, the kind you can stay with all day. Isn't the Third Cigarette the first one that makes sense? iiiiiiiiiiTBmriiiiMuiniintiMiinMnMn-liiiir it -rumnnKmiiriiiM fr mi l.Jt King Size Extra Long JV 1 Tastes rich but not rough.

Tastes smooth but not weak. Warning the Surgeon General Has Determined That Cigars HMw 's Dangerous to Your Health. 1.3 18 mg. nicotine; Extra Long: 19 mg mcowe av. per by FTC Report Nov.75..