I think that Hamm's was (is?) brewed in Minnesota. A cheap beer. The cartoon commercials, which featured a dancing bear, beavers beating tom-toms, and the occasional American Indian, were very non-PC, not that anyone understood that concept in the 50's and early 60's. Any kid growing up in Chicago during that period probably hums the Hamm's jingle in their sleep. Cartoon characters, TV and beer.
I have not been able to find the actual jingle but scroll down on the following site, click on "Hamm's Beer Jingle" and sing along:
mmd.foxtail.com
"From the Land of Sky Blue Waters (Waters),
From the land of pines, lofty balsam,
Comes the beer refreshing,
Hamm's the Beer Refreshing".
(da-da-dum-dum-dum)
allaboutbeer.com
Hamming It Up
Never were the advantages of animation better exploited than in the long-running commercials featuring the wacky-go-lucky Hamm's bear. Making his television debut in 1953, the Hamm's bear ultimately became one of history's most recognized advertising figures. In 1965, the Audit Research Bureau reported that the bear ranked first in "best liked" advertisements nationwide, an impressive achievement considering that Hamm's commercials aired in only 31 states.
At least two aspects of the Hamm's bear commercials were critical to their overwhelming success. First, each spot was, in itself, a miniature story, complete with plot, characters, conflict, and (if the bear was lucky) resolution. The spots had genuine entertainment value and elicited good viewer attention. Second, the animation and interspersed real-life shots dramatically showcased Minnesota's pristine wilderness--the crystal-clear lakes, the heavy foliage, the abundant wildlife--in order to drive home the Hamm's theme: "From the Land of Sky Blue Waters." Consumer perception that Hamm's Beer was pure, natural and refreshing was thus achieved through vivid imagery instead of trite, easily forgettable ad copy.
By 1969, the future of the Hamm's Bear was uncertain, as the brewery's advertising direction began to change. Nevertheless, over the next 20 years, the bear would be called upon periodically to replay his role as chief Hamm's Beer salesman. In 2000, St. Paul's Pioneer Press named the bear as a runner-up on its list of "150 Influential Minnesotans of the Past 150 Years." |
