TELEVISION: Spieling Stars

It may have looked strange, but there on the TV screen was Bing Crosby extolling the virtues of a kitchen crammed with American Gas Association appliances. Other times, other channels, John Wayne, Rock Hudson and even Zsa Zsa Gabor clutched Gillette razors, while Teresa Wright praised Scott Paper. Ever since Jack Benny came on saying "JellO again," radio and TV stars have plugged away at their sponsors' commercials, but never before have so many Hollywood big shots—some of whom otherwise shun TV—been available for commercial spieling.

Nabbing the stars, says Walter Bien,...

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