Drink our cofÂfee. Or else. That’s the mesÂsage of these curiÂousÂly sadisÂtic TV comÂmerÂcials proÂduced by Jim HenÂson between 1957 and 1961.
HenÂson made 179 ten-secÂond spots for Wilkins CofÂfee, a regionÂal comÂpaÂny with disÂtriÂbÂuÂtion in the BalÂtiÂmore-WashÂingÂton D.C. marÂket, accordÂing to the MupÂpets Wiki: “The local staÂtions only had ten secÂonds for staÂtion idenÂtiÂfiÂcaÂtion, so the MupÂpet comÂmerÂcials had to be lightning-fast–essentially, eight secÂonds for the comÂmerÂcial pitch and a two-secÂond shot of the prodÂuct.”
WithÂin those eight secÂonds, a cofÂfee enthuÂsiÂast named Wilkins (who bears a resemÂblance to KerÂmit the frog) manÂages to shoot, stab, bludÂgeon or othÂerÂwise do grave bodÂiÂly harm to a cofÂfee holdÂout named WonÂtkins. HenÂson proÂvidÂed the voicÂes of both charÂacÂters.
Up until that time, TV adverÂtisÂers typÂiÂcalÂly made a direct sales pitch. “We took a difÂferÂent approach,” said HenÂson in ChristoÂpher Finch’s Of MupÂpets and Men: The MakÂing of the MupÂpet Show. “We tried to sell things by makÂing peoÂple laugh.”
The camÂpaign for Wilkins CofÂfee was a hit. “In terms of popÂuÂlarÂiÂty of comÂmerÂcials in the WashÂingÂton area,” said HenÂson in a 1982 interÂview with Judy HarÂris, “we were the numÂber one, the most popÂuÂlar comÂmerÂcial.” HenÂson’s ad agency began marÂketÂing the idea to othÂer regionÂal cofÂfee comÂpaÂnies around the counÂtry. HenÂson re-shot the same spots with difÂferÂent brand names. “I bought my conÂtract from that agency,” said HenÂson, “and then I was proÂducÂing them–the same things around the counÂtry. And so we had up to about a dozen or so clients going at the same time. At the point, I was makÂing a lot of monÂey.”
If you’re a glutÂton for punÂishÂment, you can watch many of the Wilkins CofÂfee comÂmerÂcials above. And a word of advice: If someÂone ever asks you if you drink Wilkins CofÂfee, just say yes.
Note: An earÂliÂer verÂsion of this post appeared on our site in 2012.
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RelatÂed ConÂtent:
Jim HenÂson TeachÂes You How to Make PupÂpets in VinÂtage Primer From 1969
Jim HenÂson CreÂates an ExperÂiÂmenÂtal AniÂmaÂtion ExplainÂing How We Get Ideas (1966)
Jim Henson’s OrigÂiÂnal, Spunky Pitch for The MupÂpet Show
Jim Henson’s Zany 1963 Robot Film UncovÂered by AT&T: Watch Online
























