Lethbridge Herald, The (Newspaper) - October 25, 1972, Lethbridge, Alberta
4g _ THE tnilBRIDOE HERMD Wednesday, Oclober 25, But milk is making a 1971 come back The dairy boys were beginning to run scared v Ml'RKAV OI.DKK.MAN Tho word "cholesterol" came r Bv SAN into the public ken. (NFA1 The dairy fnrmcrs of boys were running scared. California were in a panic. The So they, the dairy farmer decade of the '7Hs dawned upon California, dccideiMilUe esidential tracts. Instead of Tho dairy bringing the cows historically lo pasture, they brought the pas- rs of lure to (he cows by laye a year ago to re-educate and me on the merits of milk. Tlicv did it like General irts in 1970.) Ihe time I didn't know that they j agency them darkly. At llx? very mo- ment tho population of their state had exploded inlo the hig- ResInIhe nation, their sales Motors sells cars. The first were on a progressive down- step is to line up a iuglvpowcr- ward spiral Cl' advertising agency. (The average Califo'nian "At my liigh school, De-Solo went from mi 'quarts of Class j High, we bad a lot of soft .1 milk products consumed in I drinks, a lot of candy. Ami at 1957 to 125 To appreciate (heir anxiety, YOU should know that move than SI hillion dollars worth of milk is sold in California an- nually. It's big. big business. We' all grew up indoctrinated in the inherent values of milk. Vitamin 0, calcium, all the rest. Makes your body grow. Drink vour milk. Your bones will become strong. Suddenly, milk had become s nastv word. Or so it seemed. (hem in modern feeding slruc- turos, automated the milking process witli push-button con- trols, even down lo bathing and artificially inseminating them, and if there were paranoiac cows as a result, who could read a cow's mind anyhow? In 1971, the California Milk Advisory Bo.Ti'l, a quasi-state which repAscntod Ie me n no were really bad for you. All 1 1 dairy men (they had split away from the national American Dairy invited 56 ad agencies to bid for its busi- wanted was the sweet taste that I got from them. But now that I've grown up and I know bet- ter, ah, I've turned myself to Blue, baseball pitcher on television commer- cial. What I he heck, the milk in- dustry is already as up-to-date and automated as IBM. When the dairy farms of southern Cal- ifornia were squeezed out by ness. The narrowed down lo eight, and on a rainy February night In Modesto. Ihe final presentations were heard on The Selling of the and honey and I'm a honey and I love milk." Phyllis Diller, on a TV commercial. Consumption of dairy prod- ucts in the last year has gone up by '1.1 per cent, and the dairymen have increased pro- duction by million wovlh of milk since the promotional campaign began. The boys at Cunningham and Walsh were still stumbling along last sum- mer trying to figure out a pro- gram when it occurred simul- taneously in a brainstorming session to Bier, the account sup- ervisor, and Fred Manley, the creative director: "Drinking milk is a very personal thing." They already had an estab- p .............._..... lished' theme, "Every body That has "now, a year and a 1 needs milk" lavishly displayed half later, risen to a billini; of! in print media, with appropri- million, the result of a fan- aie bodies. But why not get In the bar around mid- night, wondering about a futile, trip home, when Gordon Heuhl. (lie executive director of the advisory board, came up and said tile milk men had a ques- tion for him. Would the Milk Advisory Board be billed for trips from San Francisco to Mode.sto to service the ac- count? What Chuck felt like saying was that they'd even put in n conveyor belt 75 miles, long to ttie little city in Stanislaus County that's Ihc headquarters of itie milk industry. Instead, he smiled sweetly and said. "Mo problem." His agency landed the account, with an initial hilling of million! authentic. The guy or gal really had to love milk. An art direc- tor at the agency knew Pat lioone's cousin, Pat's career needed n little jacking up. So they put him in front of a cam- and let him talk. Wham- mo, they had a TV commer- era six of us putting it away, it's gotta be 10 quarts of milk CVCIT other day. AH I know is the milkman comes three limes a week and he's getting a bad back from bring- ing it all in On Laugh-In the ether night they announced a new Pat Boone cocktail warm milk with a jigger of Pat Boone Next they pot Abigail Van Buren and Vikki Carr, then in ouick succession Ray Holger, Karen Valentine (of "Koom would be ii--' and Vida Blue to describe 'lling of the _-.... "Milk" California stvle I lastic regional campaign which somebody who............. Chuck Bier, representing the j has popped eyes throughout the stantly recognizable to tall: j then- 1 a c S-m office of Cun-1 whole advertising world. about his or her personal love They re never rehearse I. mngharrand Wash was sit- "We live in the land of milk affair with milk? It had to be They're not even shown drmk- ow prices milk. They Just rap for an iciir, nnii Ihc results are edited down to one-minute television spots. For the first year, they were shown only on Cnlifornia TV stations, but now Oregon and Washington, have made deals to share the commercials. Be- cause the Johnny Carson show originates in California, he has seen ttie commercials and dis- cussed them with singer Vikki Carr on one of her Tonight Show appearances. "We drank up a storm so there was never any gveat prob- lem about our drinking milk Could you be a milk-aholic? Milk-ah'olic really love it. Cure. The latest talent signed to extol milk is the glamor boy of the Olympics, Mark Spitz, who lust hod to endure a couple of hours before the candid cam- eras to make (That's up from paid initially.) The fascinating spontaneity of the commercials really attracts attention. Noting Vida Blue's role as a milk pusher, Flip Wilson com- mented, "1 hear him say he drinks two and a half gallons of milk a day. I don't know what it does for his body, but it sure issn't done much for his com- plexion. Miss Carr, who siphoned part of her fee into her scholarship fund for Chicano students, says the selling of the milk has been the biggest stimulant so far to her singing career. The dairymen of California are singing right along with her. LIMITED QUANTITIES PERSONAL SHOPPING PLEASS Va, VMa, V'Mi rehearsed, fascinating spon- taneity. Siberian dams harness rivers CAT STEVENS CHEECH AND CHONG JAMES GANG 3.99 Tl 3.99 URIAH HEEP 3.99 UrtdT'ReTo'd' 5ANTANA 3.99 Columbia'Record 3.99 DANNY O'KEEFE "OKeefe" W A Recordt ARU> GUTHRIE 3 QQ "Hobo'i Lullaby" .77 VI E A Recordi VArTMORRISON JETHRO TUU 3 nn "St. Dominic! Preview" o QQ "Aquolung" O OO .77 W E A Recordi W E A Records........ SAIICAT "Molorcyclo Mama" n QJJ W E A Recordi O.77 fUUL HOUSE EproN JOHN GEORGE CARLIN "Class W E A Record! EMERSON, LAKE AND PALMER J. GEIL'S BAND 3.99 sv E A Record "Trilogy" O OO "Full House" O.T7 E A Records ELTON JOHN 3OO "Modmon Acroii M c A Records PYTHON LEE JACKSON 399 By DAVID MASON UST'ILIMA, U.S.S.R. Despite bone-chilling tempera- tures and snowstorms, work Is progressing on one of the world's greatest hydroelectric dams, deep in the Siberian heartland. The Ust'Ilima dam will be the third such structure to cap- ture the torrential strength of the Angara River, which flows from Lake Bayka, greatest single repository of fresh water on earth. Two other huge dams and perhaps two smaller ones are planned to harness the surging .ngara and provide cheap elec- ricity for industrial develop- ment of several regions of the Soviet Union. Total planned ca- lacity is 55 billion kilowatt lours a year. Four Western reporters were nvited to go with correspond- ents from Communist countries view the Siberian develop- ment. Interviews with officials and photography were freely permitted, making it a rare oc casion. STARTED IN 1566 Already dams lo the south o Ust'Tlima are operating, a Bratsk and Irkutsk. Electricit' produced there supplies a lim her products mill using th thousands of acres of pine an birch which cover tlie region and an aluminum smcltin plant. It is at Ust'Ilima in the nort that man and the element clash. Work began on the da in 1966 and is scheduled to b finished in 1976. Men and some women toil o shifts seven days a wecl I around the clock, slopping on' ELTON JOHN "Hanky Chateau" MCA Recordi 3.99 JAMES LAST "Voodoo Porly1 Polydor 3.99 JOHN MAYAIL 'Jozz Blue! Fusion Polydor Records j RICKTER, ROSTROPOVICH Shumann. 00 Polydor O.77 DANCES FROM BACH To Barlok Polydor Recordi 3.99 4.99 MUSIC FOR LOVERS F'dlyrjor Re-tordi 4.99 DANCE PARTY Pnlyrfor 4.99 HAMMOND TIME Pofydor Records 4.99 icn the temperature hits 40 relow zero fahrenheit. When e mercury approaches that re, workers stay on the job r 20 minutes af a lime, then est in warmed quarters for a milar period before returning. Temperatures drop as low as below in Ust'Ilima. There are workers on ic local dam and related proj- cts. Ust'Ilima Is a pioneer town 'here persons live. Only ix years ago there was mall village in the area. WILD FACILITIES Now the community Is shap- ng up, with prefabricated con- irete and wood five-storey ipartment blocks, schools, tores, recreation facilities and a small airport. Eventually the town will ba moved to a nearby site. The cheap, abundant electricity will eed a timhcr products plant and what officials promise will more modem homes all icated by electricity. The average ags of Ust-Tlimites is 27 years. They have come from many other re- gions of Hie Soviet Union. Some were professional men, others students and some plain adven- turers. Not all who come stay. nid Pinkov, deputy head of the regional executive committee at Irkutsk, said persons come each year, but leave. The climate, housing con- ditions and isolation are some of the reasons. Officials say they are improv- ing housing and entertainment and cultural facilities, hut there is nettling they can do about the Siberian cold. Boyle's Column SONNY AND CHER "Tho Two of Ui" W E A Record, 4.99 REMEMBER TO SAVE YOUR PENNIES FOR UNICEF .....By HAL BOYLE NEW YORK (AP) Things a columnist might never know if he didn't open his mail: Ancient Chinese emperors had a regal way of riismising had news. When Ihey ctiose not to hoar it, they simply put golden plugs in their ears. Different kinds of fireflies tell cacti other npart by tho liming of their flashes of light. If a strange firefly is off your no cousin. Yon'fl never guess what started the great U.S. cold- rolled strip steel industry. Well, tradition says lhat aroimd 1859 n new ladies' fashion for hop skirts gave liirth lo It by creating R de- mand for flat wire. One of the rcf-sona wolves have survived is lhat their oars arc so acnte Ihey can hear a man walking acros a ficlil a quarlcr of a mile away. The National Geo- graphic Society says Eskimos claim that a wolf "can hear a cloud passs overhead." What is the healthiest pe- rir.d of life Well, in most fields of sporls men's strength seems to reach n peak in tho early 20s, but Uio body Is best able to fight off infections dis- eases of all kinds hetween the flgcs of five and 15. UNTAPPED SUPPLY Some ice cube: The amount of ce in the Antarctic ice cap is sc luge it almost defies the hnmai magination. If melted at steady rate, it would suppl; enough water to keep all thi rivers of the world full for 750 years. Tired hugs: For years scl- enlists thought that ants posted military sentinels to guard their nests and Ihc ter- ritories they foraged in. These insects sometimes maintain a motionlcs posture for hours. The latest word from the bug scholars, however, is lhat these ants aren't on military guard at all. They are simply suffering from n vice more human than Puffed-up kernels: The pop- ularity of popped corn didn't begin with (he movies. This native delicacy was enjoyed by Indians from .South Amer- ica to Canada before tho white man came. The product has been so improved by cross-hrccding that 09 out of 100 kernels now pop, and an ounce of kernels makes a quart Df popped corn.