Procter & Gamble Company: Hidden Camera campaign
Jacqueline A. McleanOverview
Folgers's "Hidden Camera" campaign was started in the 1960s by Hanley Norins, creative director at Young & Rubicam for 30 years, who successfully handled other advertising for Procter & Gamble. Relying in part on his success in creating the Cheer testimonial ads that ran during the 1950s, Norins convinced P&G executives to try the "fresh approach" of real live testimonials in its coffee advertising in order to distinguish itself from Maxwell House, its chief competitor. One of the most successful testimonial campaigns, Folgers's "Hidden Camera" advertising no longer proved...