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RefPack 005: Download Schmidt’s Beer Commercials Designed By Ed Benedict


REFPACK 005
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July-August 2015

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Every other month, members of Animation Resources are given access to an exclusive Members Only Reference Pack. These downloadable files are high resolution e-books on a variety of educational subjects and rare cartoons from the collection of Animation Resources in DVD quality. Our current Reference Pack has just been released. If you are a member, click through the link to access the MEMBERS ONLY DOWNLOAD PAGE. If you aren’t a member yet, please JOIN ANIMATION RESOURCES. It’s well worth it.

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Schmidt's Beer Commercial Reel

Schmidt’s Beer Commercial Reel
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Paul Fennell Studios (ca. 1956)

It isn’t often that you have the opportunity to follow the development of a television advertising campaign from beginning to end, but this is one of those rare occasions. Ed Benedict designed a series of spots for Schmidt’s Beer with director Paul Fennell in the mid-1950s. This reel is a complete collection of spots that chart a fascinating evolution. The pitch becomes focused, and Benedict’s style evolves from round cute animals, to simple stick figures, all the way to hyper stylized characters similar to his designs for Tex Avery’s “Field and Scream”. Benedict’s layouts in these spots are brilliant, and even though Fennell’s animation is by necessity simple due to the limitations of television budgets, it is still rhythmic, snappy and very fun.

This reel of animated commercials produced by the Paul Fennell Studios includes spots that haven’t been seen in over 75 years. We thank the family of Paul Fennell for sharing them with us.

REFPACK005: Schmidt’s Beer Commercials
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M4V Video File / 20:15
439 MB Download


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Schmidt's Beer Commercials
Schmidt's Beer Commercials
Schmidt's Beer Commercials
Schmidt's Beer Commercials
Schmidt's Beer Commercials


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