Extra (film #7 on Ephemeral Films CD-ROM (Voyager). Also, film #7 on Lifestyles USA, Vol. 1 (Something Weird, 2000). Also, in the Ephemeral section of Open Video Project. Also, film #490 on Prelinger Archive). [Category: Commercial]

Here's something new I learned from Rick Prelinger's excellent Ephemeral Films CD-ROM: the 60-second spot was not born on television, or even radio. Movie theaters ran "Minute Movies", such as Extra, as another way to increase profits. It was assumed that audiences had little tolerance for viewing advertising, so a 60-second limit was placed on these films. This ad for Esso service stations starts out pretty standard, but gets weird at the end when the gas jockeys suddenly break into a jingle and the Esso sign mutates into a grinning face.

Ratings: Camp/Humor Value: ***. Weirdness: ***. Historical Interest: ****. Overall Rating: ***.

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