A TV ad project to promote “The Beatles” double-album is called off

In late October 1968, Paul McCartney asked Beatles press officer Derek Taylor to organize a high-profile publicity campaign for The Beatles’ upcoming album, with a substantial budget. Taylor contacted the advertising agency J. Walter Thompson, which suggested an ambitious campaign that included press and television advertisements, with an estimated cost of £56,000. Paul appreciated certain aspects of the proposal but deemed the 90-second television commercial too costly. He proposed reducing its length and suggested that Ringo Starr be the one to appear on television. Ultimately, the campaign was not pursued.

In the third week in October, Paul McCartney told Derek Taylor that he wanted a high-powered publicity and advertising campaign for The Beatles’ new album. It had to be the best there was. The Press Officer agreed.

The Press Officer phoned that octopus of the advertising world, J. Walter Thompson, who immediately dispatched a senior director and his younger underassistant to 3 Savile Row.

“It would help us if we had some idea of your anticipated budget on this project, Mr. Taylor.”

“We have no budget.”

“Well, would it be closer to 6,000 pounds or 60,000 pounds?”

“Closer to 60,000 pounds.”

“I see—”

“But of course with a budget like that we’d have to sell over 100,000 albums to justify that kind of expenditure.”

“No problem. In a successful campaign we can easily double a number like that.”

From “The Longest Cocktail Party: An Insider Account of The Beatles & the Wild Rise and Fall of Their Multi-Million Dollar Apple Empire” by Richard DiLello, 2014

A week after the opening talks between J. Walter Thompson and Apple, a second meeting was held, attended by Paul McCartney, Derek Taylor, Ron Kass, Jeremy Banks, Peter Asher, Neil Aspinall, and Jack Oliver. Plus half a dozen men from J. Walter Thompson. […]

[Derek Taylor] told everyone that J. Walter Thompson could produce a complete advertising package deal that would cover both press and television. However, his strong opinion was that Paul McCartney should appear in the commercial.

“As our objective, we have selected three dominant target groups. These are completely separate from those which any accomplished editorial publicist could get at. They include the already existing consumers of Beatle records, those people on the fringes of the record-buying public who wouldn’t normally buy a Beatle record, and the enormous Christmas market. Seeing as time is our biggest contender — you’ve said that your release date is the 15th of November — we suggest commencing our press campaign on the previous Monday. The TV spot should take place on the Sunday after the 15th.”

From “The Longest Cocktail Party: An Insider Account of The Beatles & the Wild Rise and Fall of Their Multi-Million Dollar Apple Empire” by Richard DiLello, 2014

“Well, gentlemen, that’s a sampler. These teasers would be featured daily leading up to the release date, along with a separate ad for the Financial Times and most of the Sunday papers. The TV commercial is a fixed spot following right after the news on Sunday and will be 90 seconds long. It will feature Paul McCartney reading an imaginary music critic’s article on the new album, spliced with five second snatches from the songs. It’s going to cost you 56 thousand pounds.” […]

Paul thought that the presentation was nice but that the 90-second TV spot was too expensive. He suggested that something shorter be worked out. He added that Ringo would be better on TV than himself. He also wanted to talk to the other Beatles about it.

The man from J. Walter Thompson then took out six miniature London buses painted white with “Beatle Bus” written along the side with pictures of well-known personalities staring out the windows.

“We propose to buy six buses from London Transport at 500 pounds each and outfit them like this.”

Paul appreciated the idea but added that it was too much of a gimmick for The Beatles. […]

From “The Longest Cocktail Party: An Insider Account of The Beatles & the Wild Rise and Fall of Their Multi-Million Dollar Apple Empire” by Richard DiLello, 2014

BEATLES £16,000 TV ALBUM COMMERCIAL: ALL STATIONS

Paul McCartney or Ringo Starr will face the cameras for an unprecedented Beatles’ TV commercial – lasting a minute-and-a-half – which is expected to be networked by all ITV stations throughout Britain on November 17. The commercial is booked or the peak advertising spot of the week – immediately after the news bulletin on a Sunday evening – and is to promote the Beatles’ forthcoming double album, now titled simply “The Beatles.” Scheduled time is 9.20 pm. A total estimated cost of the project is expected to be almost £16,000, assessed at full-network rates.

As visualised at present, the commercial will almost certainly feature snatches of several tracks from the double set, which includes such diverse material as a West Indies-style number “Ob-La-Di, Ob-La-Da”, a rocker “Back Home In The U.S.S.R”, and the 20s flavoured “Rocky Raccoon”.

The straightforward title “The Beatles” was forecast in the NME on October 12.

It had originally been intended that Paul McCartney would appear in the commercial, but it is thought that Paul would prefer Ringo to take part. […]

From New Musical Express – November 2, 1968

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