‘She was a real softie in a couple of Q-Tips commercials’
Okay. So maybe her work as Sue Ann or Rose is more memorable, but I will always treasure the experience of working with Betty White.
Q-Tips — along with Shake ‘n Bake, another brand blast from the past — was one of my first writerly assignments when I came to Ogilvy in 1979. (Read all about how I got there in “Take A Letter, Miss Henry.”)
In those days (and probably now, too) you couldn’t write a commercial for Q-Tips that mentioned cleaning your ears — even though that’s what most people did with Q-Tips — without including a rather harshly-worded warning:
So we did these rather namby-pamby spots with mothers and babies that talked vaguely about “softness” and included cloying scenes of an adoring mother tapping the Q-Tip on, say, a little girl’s nose. I was responsible for at least one of these, called “Still My Baby.” Forgive me; here it is:
Well. After my co-workers and I got through cracking ourselves up with parodies like “Not My Baby,” “No More Baby” and the lovely “It’s Not Really A Baby,” my partner and I decided to break out of the Baby Box and try something new.