Tough Pigs Anthology

 

The Muppets Take Madison Avenue

March 2002

   

March Anthology  --  Anthology Contents

 

 

Part Six : Gone to the Dogs

Purina Dog Chow and Esskay Meats ads

Early 1960's

 

   Here's another company we have to thank for its contributions to Muppet history -- Purina Dog Chow. In the mid-60's, the biggest Muppet star was Rowlf the Dog, who appeared weekly on The Jimmy Dean Show. And Rowlf got his start in commercials for Purina Dog Chow, opposite a skinny mutt named Baskerville the Hound...

 

Purina Dog Chow -- Asparagus

 

[ An asparagus farm. Rowlf and Baskerville are standing behind a picket fence. Baskerville is chomping on a stalk of asparagus. Both the voices are by Henson. ]

 

Baskerville

 

I tell ya, Rowlf, there's only one answer to this dog food problem. Aspareegus! Tender, succulent aspareegus!

 

Rowlf

 

Well, that may be all right for you, Baskerville, but I like Purina Dog Chow.

 

Baskerville

 

But aspareegus is nourishing! It's got vitamins!

 

Rowlf

 

Purina Dog Chow is more nourishing! It's got all 43 vitamins and minerals a fella needs to make him feel all dog!

 

Baskerville

 

Ha! Aspareegus tastes good!

 

Rowlf

 

Purina Dog Chow tastes better! It's flavor charged! Look, Baskerville, you go and enjoy your asparagus. It's past my chow time!

 

[ Baskerville exits. Rowlf eats Purina Dog Chow with a spoon, out of a dog bowl. Close up on Rowlf. ]

 

Announcer

 

Make chow time eager eater time for your dog.  [ Cut to: bag of Purina Dog Chow. ]  Feed him new flavor charged Purina Dog Chow -- so delicious, we guarantee your dog will love it, or your money back!

 

[ Baskerville pops up next to the bag. He looks around furtively. ]

 

Baskerville

 

And if your grocer happens to be out of Purina Dog Chow... try aspareegus!

 

[ Rowlf pops up and hits Baskerville with a mallet. Booooinnnngggg! Baskerville falls, and Rowlf nods to the camera. ]

 

 

 

Purina Dog Food -- Director

 

[ On the set of a TV commercial, with lights and curtains visible. There's a big box of Purina Dog Chow center stage. Rowlf enters as the director, with a beret and a megaphone. Baskerville stands by the box. ]

 

Rowlf

 

Quiet on the set, please. Now, Baskerville, in this commercial, when I say "CHOW TIME!", you leap from the package and run toward the camera. Right?

 

Baskerville

 

Right!  [ Baskerville ducks down into the box. ]

 

Rowlf

 

Okay. Lights! Camera! CHOW TIME!

 

[ The box rustles, but Baskerville doesn't come out. ]

 

Rowlf

 

Cut, cut. Now, what's the trouble, Baskerville?

 

Baskerville

 

I'm hungry!

 

Rowlf

 

Hungry? With all that delicious Purina Dog Chow in there?

 

Baskerville

 

[ pops out of package ]  You forgot to say flavor charged.

 

Rowlf

 

All right, flavor charged Purina Dog Chow. Now eat!

 

Baskerville

 

Uh, how about some water to bring out the flavor? 

 

Rowlf

 

All right.  [ Baskerville ducks back into the box. Rowlf pours water from a pitcher into the box. ]

 

Baskerville

 

[ gurgling ]  Oh, that's fine, Rowlf. Thanks!

 

Rowlf

 

Okay, let's go. Lights! Action! CHOW TIME!

 

[ The box rustles as Baskerville munches on the dog food. ]

 

Announcer

 

For real eager eater action at Chow Time, feed your dog new flavor charged Purina Dog Chow. So delicious, we guarantee your dog will love it, or your money back.

 

[ Baskerville bursts out through the box. ]

 

Baskerville

 

Of course, your dog may like it better in a bowl!

 

 

 

   So those are the commercials that made Rowlf famous. But he was too cool of a character for just one sponsor, so pretty soon, he was appearing in Esskay Meats commercials with Pat, the Esskay spokesperson...

 

 

Esskay Meats -- Esskay Machine

 

[ Rowlf shows Pat a big complex machine with a lever and a conveyor belt. ]

 

Rowlf

 

Hey, Pat, I just invented an Esskay luncheon meat sandwich machine.

 

Pat

 

Oh, good -- just what I need!

 

Rowlf

 

Every time I pull this handle -- [ Ding! ] --. a different sandwich comes out.

 

Pat

 

Oh, look!

 

Rowlf

 

Look at these. There's an Esskay spiced luncheon meat. And then the next one coming out -- [ Ding! ] -- there's an Esskay olive loaf.

 

Pat

 

Oh, and they look delicious too! And it's no wonder. Esskay's been making quality meats for over one hundred years. And their luncheon meats are the world's best!

 

Rowlf

 

[ Ding! ] -- Hey, looky there. There's a bologna!

 

Pat

 

And every Esskay variety is made fresh every day, with pure beef and pure pork, and the finest imported spices.

 

Rowlf

 

[ Ding! ] -- There's a pepper loaf.

 

Pat

 

And you get something extra special and good eating.

 

Rowlf

 

[ Ding! ] -- Man, with these Esskay meats, you can sure tell that they're made up to a standard, not down to a price.

 

Pat

 

Oh, that's so true, Rowlf. Hey, can I try the machine?

 

Rowlf

 

Why not?

 

[ Pat pulls the lever. The machine makes a huge Clang! -- and all kinds of sandwiches roll off the conveyor belt. ]

 

Pat

 

Oh, my goodness!

 

Rowlf

 

Congratulations, Pat! You just hit the jackpot!

 

Pat

 

Oh, how wonderful! Oh, this is GRAND. Now we can all taste the difference Q-wal-ity makes.

 

 

 

Esskay Meats -- Dizzy Salami

 

[ Kitchen set. Rowlf is wearing a beret and sunglasses. As Pat enters, hipster Rowlf is scatting: Skee boop a doop boop... ]

 

Pat

 

I beg your pardon, sir. Have we met?

 

[ Rowlf lifts his shades and gives Pat the once-over. ]

 

Rowlf

 

Like, um... negative. My name's Salami. Dizzy Salami.

 

Pat

 

Salami?

 

Rowlf

 

Have you dug my group, the Luncehon Meat Five?

 

Pat

 

No, but I'm glad you're here. This is an Esskay commercial.

 

Rowlf

 

Esskay? Luncheon Meats?

 

Pat

 

Mmm hmm.

 

Rowlf

 

[ sings ]  Oh, Ess - Kay - oh pop a thorp - boop a doop boop scoop, fresh beef and pork!

 

Pat

 

Well, I'm glad to see that you like Esskay Luncheon Meats. [ Rowlf scats while Pat goes on. ] You know, they're made fresh daily of pure beef and pure pork with the perfect touch of rare imported spices. Esskay Luncheon Meats are deliciously tasty, because they're made up to a standard, not down to a price. And the variety -- well, it's practically endless... Bologna... spiced luncheon meat... olive loaf...

 

Rowlf

 

Olive loaf!

 

Pat

 

Yes.

 

Rowlf

 

Oh, now there's a singer.

 

Pat

 

Olive loaf is a singer?

 

Rowlf

 

Oh, yeah. Haven't you dug Olive's new album?

 

Pat

 

No.

 

Rowlf

 

Olive Loaf Swings Cole Porter.

 

Pat

 

Well, Olive Loaf swings with rye bread and mustard too, friend.

 

Rowlf

 

Reminds me of a song I just wrote five minutes ago.

 

Pat

 

Really?

 

Rowlf

 

Oh yes. The name of it is My Heart Belongs to Bierwurst.

 

Pat

 

Oh?

 

Rowlf

 

Have you heard it?

 

Pat

 

No.

 

Rowlf

 

I just wrote it. Listen to this. [ scats: ] Oh, Esskay ham and chicken loaf... Bologna and pepper loaf too... and Bavarian style... Bierwurst... 

 

Pat

 

Well, I hope you can get the idea, friends. For a huge variety of the world's most flavorful luncheon meats, buy Esskay -- and taste the difference Q-wal-ity makes.

 

Rowlf

 

I'm not finished yet!

 

 

No, but we're finished

with this commercial break!

 

Tune in for the April Fools Anthology,

when you'll hear Rizzo the Rat say:

THIS... is CNN!

 

March Anthology  --  Anthology Contents

 

 

Danny@ToughPigs.com