FRED GWYNNE MAYTAG FAME: Herman Munster; Car 54, Where Are You: SETTING/CONTENT: Perennially lonesome Maytag repairman (WKRP's Gordon Jump) stands alone with washing machine, until a basset hound wanders into the picture. PITCH: "Maytag is offering you something that won't last," Gwynne says in a voice-over "A 10-year money-back guarantee!" / VOICE APPEAL: "We needed a voice that could carry the strength of the message."-Betsy Simson, vice president, associate creative director, Leo Burnett
GENE HACKMAN UNITED AIRLINES FAME: The French Connection; The Poseidon Adventure SETTING/CONTENT: A series of warm, fuzzy spots in which fair-faced children and happy mechanics work and play to the music of Gershwin's "Rhapsody in Blue." PITCH: "(Our mechanics are) picky, fussy, stubborn. But if you fly, they're the best friends you'll ever have." VOICE APPEAL: "Affirmative, strong, believable voice. An Everyman, perhaps."- Marvin Gerstein, associate creative director, Leo Burnett
SALLY KELLERMAN LEE JEANS FAME: Hot Lips Houlihan (in M*A*S*H, the movie) SETTING/CONTENT: Thirtyish women twirl around a lot and pull on their jeans. PITCH: "Tonight, all over America, women will be slipping into something a little more comfortable." VOICE APPEAL: "Sally's voice breaks through the clutter."-Mike Robertson, manager of advertising, Lee Company
JACK LEMMON HONDA FAME: Some Like It Hot; The Odd Couple; bit part in JFK SETTING/CONTENT: Two spots: In one, sleek car sits regally on a mountaintop against a sunset; in the other, the car is bombarded by arrows. PITCH: "Just get in, and bingo! The future." VOICE APPEAL: "He has a certain smile to his voice, and a certain wryness...He adds a lot to the party."-Larry Postaer, creative director, Rubin Postaer and Associates
DEMI MOORE KEDS FAME: Vanity Fair cover; wife of Bruce Willis SETTING/CONTENT: Thirtyish characters inhabit a series of cute, relaxed, at- home-on-a-Saturday-afternoon spots. PITCH: "Keds, They feel good." VOICE APPEAL: "She has a very hip voice."-David Lubars, executive vice president-creative director, Leonard Monahan Lubars & Kelly
JASON ROBARDS XEROX FAME: Bacall's ex; All the President's Men; and O'Neill favorite SETTING/CONTENT: Damn near incomprehensible series about a group of disgruntled employees composing a document, which somehow changes their lives for the better. PITCH: "Every company has a story to tell, every person a contribution to make." VOICE APPEAL: "He understood the idea behind the advertising."-Laurie S. Kahn, executive vice president and director of television production, Young & Rubicam
JAMES STEWART CAMPBELL'S HOME COOKIN' SOUP FAME: American Icon SETTING/CONTENT: A group of sixtysomething men enjoy male bonding over chicken soup while unseen Stewart does the ladling (hands belong to a stunt double). PITCH: "Golly, Fred-looks like you got nothing to complain about." VOICE APPEAL: "We thought, 'Gee, it would be great to have a voice like Jimmy Stewart's.'"-Ted Sann, vice chairman and executive creative director, BBDO
