Richards doesn't much like the new campaign, and neither do I. The rhymes are so lame they need Bute ("umpiring peewees"). But, lo and behold, the commercials are catching on, and although no sales figures are yet available, General Mills is pleased. They certainly haven't gotten cold feeties.
"I get a lot of teasing about it," says White, whose line is, "Before I put on my little cleaties." "I certainly heard a lot of Eaties for Wheaties when I was leaving stadiums this fall."
Perhaps Wheaties is adding yet another chapter to American advertising, and we'll soon have Alexander Haig claiming that before he negotiates his strategic arms treaties....
Wheaties was, is and will always be the Breakfast of Champions, no matter what some ad agency cooks up. Besides, Wheaties tastes good. "Have you tried them with brown sugar?" says White. "They are absolutely delicious." I have and he's right.
*COPYRIGHT © 1948, 1976, THURBER AND SAUERS, FROM "THE BEAST IN ME—AND OTHER ANIMALS"