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“We want people to watch our commercials and think of orange juice instead of everything that is going on in Mr. Reynolds’ personal life,” said Ivy Leventhal, public relations director for the Florida Department of Citrus.
Reynolds, who was paid $500,000 for his one-year contract, had an option on another year. When Reynolds’ two-year affair with Tampa cocktail waitress Pam Seals started drawing headlines nationwide in June, however, the commission began weighing the wisdom of renewing the contract.
On Aug. 13, the commission decided to abandon the campaign and on Aug. 16 returned to the “Slice of Life” ads of last year. Created by Saatchi & Saatchi/N .Y., those spots feature the voice of Peter Graves and boosted image attributes an average of 10% over the duration of the campaign.
Copyright Adweek L.P. (1993)
