WEBVTT

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© BF-WATCH TV 2021

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I'm Joseph Campanella, husband, father, and actor,

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and host for Beam's 180th birthday celebration.

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As an actor, I always try to research a role before I play it.

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When I'm going to portray an attorney,

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I like to slip unnoticed into a courtroom,

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watch a real case being tried.

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I've even visited prisons and talked to criminals,

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because in my business, you're a good guy one day

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and a killer the next.

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Of course, that's true in a few other businesses too, isn't it?

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But this assignment required no research whatsoever.

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I'm simply playing me, Joe Campanella.

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Not only have I been a user of Jim Beam for a lot of years,

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but I've had a ringside seat at watching

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the company grow to number one.

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Believe it or not, my father-in-law

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is a vice president of Jim Beam.

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Yeah, that's right.

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I'm the lucky guy that married Bob Bartholomew's daughter,

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Jill.

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And she made me a part of the Beam family.

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I even know Everett Kovler so well,

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he's made me an honorary nephew.

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Now, there are no pay and allowances attached

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to that lofty position, just a lot of honor.

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One of the most interesting things I've observed about Beam

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over the years is the unusual and entertaining way

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that Beam has kept its quality image alive to the public

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through its advertising.

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Every year, they come up with a topper.

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I've been privileged to have an advanced look at Beam's

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advertising and marketing plans for 1975.

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And believe it or not, they've made me a believer.

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The year 1975 was another milestone in Beam's history.

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It's Beam's 180th birthday.

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For 180 years, from 1795 to 1975,

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the Beam family have dedicated themselves to making

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the world's finest bourbon.

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And this year's campaign will be a year-long celebration

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of this once-in-a-lifetime event.

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This is fascinating material.

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Robert Ripley, he coined a phrase way back in 1918

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that has become a part of our language.

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His believe it or not cartoons have appeared

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in hundreds of newspapers all over the world

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for over 50 years.

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His believe it or not oddities have been reproduced

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in 22 best-selling books and have been documented

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and authenticated as fact.

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Did you ever stop to think of how many times a week

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you hear it?

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Believe it or not, I broke 80 on the golf course this morning.

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Or believe it or not, last night I got ready for bed

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and for the third time this week,

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my wife had a splitting headache.

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Believe it or not, my wife never has a headache

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and I've got five sons in 10 years to prove it.

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But here's one Mr. Ripley would have loved.

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Beam has been in business since 1795.

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This is their anniversary year

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and it calls for a special celebration

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in their most ambitious advertising campaign

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to let the world know this is Beam's 180th birthday.

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And this is Beam's special birthday cake

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with candles set into miniature Beam bottles.

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Believe it or not, this is the first cake

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that Sarah Lee ever got high on.

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Ripley's talent for researching the unusual

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wasn't limited to finding a two-headed calf

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or the fact that Thomas Jefferson introduced

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spaghetti and ice cream to the United States of America.

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Prehistoric horses millions of years ago

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were only as tall as a rabbit sitting on its haunches.

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I didn't know that.

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A large percentage of his oddities dealt with Americana

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and he uncovered a lot of facts

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that were omitted from our history books.

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And Jim Beam is part of American history.

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Okay, so you're asking what's the connection

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between Robert Ripley and Jim Beam?

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Well, I can tell you that Martin Lohan

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hasn't devised a two-headed trophy bottle,

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but the USA is only 19 years older than Beam.

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That's an amazing statement when you think about it.

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And it is the kind of fact

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that would have really turned Ripley on.

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So, believe it or not,

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Beam's birthday ads will reach new heights of credibility.

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They will entertain as well as inform the world

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that Robert Ripley authenticates this exciting event.

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The Ripley feature appears in over 600 newspapers.

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By a happy coincidence,

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that's the same number of newspapers

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that will be carrying the Beam anniversary ads.

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["The New York Times"]

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Jim Beam ads in 1975 will be seen

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by millions of magazine readers all year long.

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We are actually involving them in our 180th birthday.

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["The New York Times"]

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And here is the believe it or not that says it all.

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The USA is only 19 years older than Beam.

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And to bring even greater dimension

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to this year's ad campaign,

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every month we'll be zeroing in

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on other anniversaries and special events

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with specific Beam tie-ins to St. Patrick's Day.

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And our Beam ad that day will wear green

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to honor the occasion.

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Father's Day, we will pay homage

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to sons and daughters everywhere

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whose hearts belong to daddy.

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Fourth of July, we'll celebrate America's birthday.

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Labor Day, we'll salute the working men

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and women of America.

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Columbus Day, we will join in honoring the man

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who made the greatest discovery of all time.

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And we will have other guaranteed reader interest ads

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targeting in on the world of sports.

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A baseball hit 400 feet is subject

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to twice as much destructive energy

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as a bullet fired from a 38 caliber pistol.

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I didn't know that.

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["Ripley's Theme Song"]

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We thought it might be fun to preview these ads.

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So we went to a couple of Ripley museums

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to get some opinions from people on the street.

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Now the results weren't as hilarious as candid camera,

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but the people we talked to were certainly candid.

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Oh, I love these ads,

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and I think this whole thing is such a wonderful tie-in

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because I remember Ripley's been around for so long,

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and Jim Beam's in my house.

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My husband's been drinking it for years.

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Very nice.

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It's a cute idea.

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It all just ties in,

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but I'm not gonna tell you how old I am

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because that wouldn't be good.

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After all, I am a grandmother

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with two divine grandchildren

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who probably will be drinking Beam when they grow up too.

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I like these Ripley, believe it or not.

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I like it, I like it.

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I like them.

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You really like them?

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I like them.

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I like the ads too where you had the movie stars.

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I thought they were awfully good.

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But I think this is going to be just as good

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and just as successful for you,

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because I think it's just terrific.

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Thank you.

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I'm sure you're enjoying what you're doing.

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This must be fun for you too.

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I'm sure you drink Beam as we all do.

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My husband loves it and adores it.

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And I felt like it was past reality,

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and there is a reality beyond that.

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Well, it's very nice.

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What can I say?

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I thought it had a lot of pith.

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I think they're very good.

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Looks beautiful.

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Beautiful.

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Beautiful.

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Beautiful.

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It's so effervescent.

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These are really very good.

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I think they're very effective.

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I like them very much.

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Oh, good.

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Is this an endorsement?

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Am I going to be getting paid for this?

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Oh no, no, no.

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Oh well, I guess they're all right then.

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Normally during the Christmas holidays,

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some of my customers around Old Town usually

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give me a couple bottles.

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I think if Jim Beam is going to continue advertising like this,

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they're going to have a really fine campaign.

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And bringing George Washington into it is another good idea,

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because as the father of our country,

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he really got the whole ball rolling over here anyway.

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I never knew that the USA was only 19 years older than Jim Beam.

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I didn't know the product was that old.

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Well, 200 years is such a long time.

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I like it a lot.

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It's very believable.

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I think you're doing very nice.

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I'm not sure what you're doing, but it looks as though you're

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sincere.

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You're Joseph Campanella, right?

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Yes, thank you.

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I see you on TV all the time.

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Oh, that's nice.

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Do you know Robert Redford?

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You have nice eyes.

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Are you married?

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Well, you could take me with you.

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I mean, for your next movie.

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I don't need much to live on.

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Well, yeah.

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No, well, yes, I have a...

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I'm basically very insecure.

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I think you're worth it.

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It's just as valuable as anybody else's,

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and we'd like to just whatever you want to say.

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I was wondering if maybe I could have the consensus.

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I thought it was marvelous.

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I thought it was excellent.

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I thought it was pretty good.

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Well, I found it interesting.

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I loved it.

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Superfouled, superficial.

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Superb.

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Good, very good.

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How to say?

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How to say?

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I'm just waiting to get into the bathroom.

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Well, I thought it was ingenious and brilliant.

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I don't need permission.

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I can't let you take any kind of pictures.

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I can't be gross.

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As an artist, you know composition.

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Now, look at the composition on this.

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Look at the balance.

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I mean, the page is balanced.

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It's brilliantly done.

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Immediately, it was a parable that

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had many connotations beyond the immediate experience.

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The allegorical, isenthenium juxtaposition of images.

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What kind of an artist are you?

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I paint.

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I paint houses.

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Fantastic.

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Fantastic.

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Fantastic.

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Fantastic.

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Fuck off.

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Yeah, my Jim Beane is my own drink.

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This is bourbon.

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This is bourbon.

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That's my drink.

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I don't have much time.

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I don't have much time for, you know,

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but that's my drink, Jim Beane.

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I'd like to get your reaction to this Jim Beane

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tie-in with Robert Ripley and the fact about John Wayne.

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I think this is a fantastic ad.

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It's very enjoyable.

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I really like it.

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The problem with it is, you know,

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you start dealing with mythic figures like that.

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It's good.

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I think it's kind of nifty.

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You know, you deal with a man like that with whom we all

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have, well, identification all our lives.

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And in this country, some 40, 50 years of, well, not no,

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30 or 40 years of seeing that man as representative

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of a certain category in American life,

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a certain lifestyle, a kind of point of view.

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I think it's an interesting idea.

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I think it's very clever.

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Not only is a parody on the surface,

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but it's really a parody of his own career.

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It's remarkable.

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Now, you see, you start with a film that is humorous.

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Right, funny.

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You take a film that's funny,

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you take a situation that's funny yet,

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and you let him parody what he's doing.

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Quite remarkable.

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The scenes when he's riding across the hills,

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you're watching, you know,

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Big Duke himself up there,

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the man who'd go fight the whole bloody Vietnam War himself.

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Amazing to watch him work like that.

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And you see him on top of that horse with,

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and this is the point, this is the key.

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You see him with a young girl,

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what, 14, 15 years old, a child.

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You see the two of them riding across the countryside.

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The question isn't, are they gonna get the bad guys?

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Oh no!

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The question is, is John Wayne gonna ball that chick

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on top of that horse?

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And I thought we had characters in Hollywood.

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It occurred to me out there in the street

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that Jim Beam's anniversary

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adds really a double celebration.

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In a sense, they prematurely capture the spirit

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of our upcoming bicentennial.

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They not only spell out Beam's 180th birthday,

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but they chronicle the history of this great nation.

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180 years means a lot of history.

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Since the first Beam,

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Jacob arrived in America with his family back in 1752.

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The Beam family has certainly contributed

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its share of American history.

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When Robert Fulton invented the steamboat,

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the Beams were just one of 2,000 families

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making whiskey in Kentucky.

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I didn't know that.

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But believe it or not, Beam is the only surviving family.

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As the country grew and prospered, so did Beam.

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Oh, I can't help but wonder what our forefathers

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would think of today's society.

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A man on the moon, women's lib,

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X-rated movies, penthouse magazine.

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Oh, believe it or not,

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they're all part of today's America.

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This ad and other great Beam ads will also appear

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at all of the largest circulation magazines.

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Mechanics Illustrated, US News, People, Esquire,

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Newsweek, Time, Playboy, Forbes,

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Sports Illustrated, Sport.

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Our outdoor for 1975 outdoes what we've ever done before.

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High traffic locations all over America

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will also be saluting Beam's anniversary.

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And here's the frosting on Beam's birthday cake,

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the most ambitious and most expensive displays

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we've ever had.

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A multi-message unit capturing our theme

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in a unique dissolve, accented by our screenplay

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striking a handsome floor bin.

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The matching mobile is another eye-stopper.

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We've taken the legendary Beam seal right off our label

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and spotlighted it into another eye-catching display.

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This unit also comes with its own floor bin

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and another attention-getting mobile.

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This one tells it all.

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Serving the United Tastes of America for 180 years.

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Another great and powerful selling display.

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The equally exciting mobile and specially designed bin

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for this unit should help rack up those plus sales

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for Jim Beam.

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Well, my friends, that about wraps it up.

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Looks like another exciting year for Beam.

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In fact, I'm almost tempted to turn in my Screen Actors Guild

348
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card and join the Beam sales force.

349
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But seriously, as I said earlier,

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I've watched Jim Beam celebrate a lot of birthdays.

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And not just from the sidelines.

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No, siree.

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In the Bartholomew Campanella family,

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it never rains but when it pours.

355
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Jim Beam.

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As a salesman without portfolio for about 11 years now,

357
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I think I've finally earned my attache case.

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To borrow a phrase, let him eat cake.

359
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But be sure to wash it down with Jim Beam.

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Jim Beam's birthday gift to all of you

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is a free trip to Disneyland for you and your family.

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Four tickets to the 1975 World Series.

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A brand new car of your choice with a driver.

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Four-week all-expense paid vacation in Europe.

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$5,000 in cash with a night out of the town

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with Elizabeth Taylor.

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Believe it or not, no way.

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Don't you believe it?

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