SPECTATOR COMPETITION No. t s7

Report by M. H. Middleton

Competitors were invited to compose an explanatory covering note to the managing director of Bubbli-Cola (Great Britain) Ltd., to accompany a projected poste- campaign by Francis Bacon, Salvador Dali, Ben Nicholson, Picasso, Stanley Spencer or Graham Sutherland. Limit 200 words.

One hoped for an admixture of artistic fantasy, bearing closely on the gross unsuitability of a particular design but relating equally closely to the style of a particular artist ; a deft sprinkling of references to those talismanic techniques which enable the world of advertising to retain its faith in itself (Consumer Research and Field Surveys in Class " A " showed a marked resistance-97.053 per cent. Don't Know —in built-up areas north of the Wash) ; and a glossy plausibility in the tone of the covering note itself. In the result, competitors were so anxious to run with the hare and hunt with the hounds, to express their own views of artist, advertising agent and the soft- drink industry alike, that relatively few entries were sufficiently true to their own conventions to carry conviction.

Picasso and Dali were easily (and for obvious reasons) first choice among the artists, with Ben Nicholson a close third. Francis Bacon stumped readers completely, though his paintings of glass-enclosed screams might easily, one feels, have been amended to a bottle- enclosed " digestive belch " such as was given to Dali. Stanley Spencer was brought in to emphasise the powers of Bubbli-Cola to revivify, by means of new resurrection motifs : " Dead Beat ? Then liven up with a Bubbli-Cola ! " Care was very properly taken by many competitors to ensure that the more abstract posters should be printed and posted the right way up.

The brave ability of the advertising agency to put a good face on any situation emerged clearly. " Mr. Spencer," wrote Anthony Carlisle's, " is no highbrow artist : his characters are solid lower- middle and working class—they belong to the strata of society where purchasing power is now concentrated . . . cheerful, broad-limbed, clean-living people for whom a bottle of Bubbli-Cola would be the natural refreshment." Nor was the persuasive power of the dollar forgotten :

" I am forwarding you herewith for your approval, I hope, the proofs for the poster series in our Spring campaign on the theme Bubbli-Cola in Technicolor ' with the caption Drink a Tot in Each Beauty Spot.' The aim, you will recall, is to offer prizes for a series of 24 Bubbli-Cola ' labels taken from bottles, each of which is certified as having been thrown away at one of the twenty- four beauty spots illustrated in the series. The illustrations have been numbered for identification purposes. 1 trust that you will not let your first reaction to these pictures influence your business judgement. They are by a famous artist called Picasso, one of whose hand-painted pictures (measuring 3 ft. by 3 ft.) recently sold for 12,000 dollars. ' (SQUADRON-LEADER J. F. POWELL.)

First prize of £3 to Wing Conimander M. W. Palmer, whose letter hits the agency note to perfection ' • second prizes of £1 each to Allan M. Laing and R. S. Stainer. Honourable mention to W. M. Mathieson, A. E. Parrott and Rhoda Tuck Pook.

PRIZES

(WING COMMANDER M. W. PALMER) Dear Lord Portslade, What do you think of these for,BUBBLI-COLA ?

The artist, a man called Dali, is a bit of a freak. But he has done a good job advertising himself and would, I think, do the same for us.

His stuff may be caviare, rather than cola, to the general ; but at least it will make people talk—and talk about BUBBLI. Nowadays, thanks to radio, TV, etc., every Tom, Dick and Harry fancies himself as a critic : Art is getting smart, and to use it in advertising suggests taste and dis- cernment, valuable in connection with your product. The public, if it thinks these pictures have something special about them, will probably think BUBBLI-COLA has too.

Also the things he paints are right. Deserts, ruins, sunshine, those wilting, collapsing objects, are all thirst-provoking images. Just to look at them makes one feel dry. So the connection between soft watches and soft drinks may be closer than at first appears.

Anyhow if the idea flops we can put it down to prestige. I suggest you have three of these to start with. Dali's not cheap, but 1 hear he'll take sterling. Sincerely, M. W. PALMER.

(ALLAN M. LAING) My dear Sir,

Believing, as we do, that today important advertisers like your good selves must take over patronage of the arts, we have persuaded Seiior Salvador Dali to paint the enclosed poster for your product.

The main feature—the headless torso, whose single arm clutches an easily recognisable flask of Bubbli-Cola, and whose Adam's apple is slightly distended—emphasises in symbolic terms the pleasure felt by throat and stomach in swallowing Bubbli-Cola. The same motif may be discerned in the lour or five pairs of smacking lips, and the enlarged tongue in the left bottom corner of the design. The buttons on the torso's naked flesh are formalised representations of your patent cork, while the letters of various sizes, colours and founts of type scattered here and there form an anagram of the name Bubbli-Cola.

You will appreciate that Senor Dali has, without forfeiting one iota of his artistic integrity, painted a poster which will not only increase Bubbli-Cola's sales, but bring you deathless renown as the philanthropic source of artistic masterpieces...

Dear Sir, Although the average consumer is not at present Picasso-conscious, a snob-appeal could be effected by stressing the culture-angle. E.g. : 'WHEN DID YOU LAST BUY A PICASSO ?

"Not," you will reply, " since I last bought a Bubbli-Cola." Aha I We are going to let you into the secret. Every time you buy a Bubbli- Cola you are contributing to another masterpiece for the world-famous collection in Bubbli-Cola House. And—it's YOUR collection, open free to all Bubbli-Cola fans on production of the coupon given away with,every bottle 1 So remember, next. Bubbli-Cola time—you're not only getting an aromatic, energised, vitaminised glass of liquid health, you're getting Culture as well, and helping others to appreciate your favourite painter.

Alternatively, for consumers of greater culture-resistance, there is the health angle. E.g. : HOW WOULD YOU LIKE TO HAVE YOUR EARS UPSIDE-DOWN ?

Or one eye under the other ? Or both in the back of your neck ? These, and many similar questions raised by the problem-painters of today can be boldly faced by the man who takes the advice of 6,000 doctors, and drinks Bubbli-Cola. Medical science is agreed that Picasso's distortions will never affect the man (or woman) who sticks to this, the only non- alcoholic intoxicant guaranteed completely free from non-synthesised adulterants.

Awaiting your instructions, We are ... (R. S. STANLER)