Pinder's Underwater Ode

In the hard-sell literature of television commercials, the fastest-growing category offers panaceas for unusual problems. There is a floor covering for viewers who have elephants running through their kitchens and a deodorant that improves the social attractions of marble statues. There have been pens that write on butter, watches for attachment to boat propellers, electric shavers for Georgians who want to shave peaches and for kids who like to shave balloons. But the season's most ingenious problem-solver is just gurgling in: an instant lather for men who like to shave under water.

With four days' growth of beard. Skin-diver Art Pinder--so muscular that he looks like two small whales, back to back--jumps into a fathom and a half at Florida's Silver Springs. He shows how an enemy shave cream is useless under these conditions, then lathers up with Mennen Sof' Stroke, which sticks like biscuit dough while he mows the beard. A flavorsome little tuna named Judy Scott then swims into his arms.

Pinder's underwater shave commercial cost Mennen more than $10,000. lasts 60 seconds, was conceived by copywriters at Manhattan's Grey Advertising Agency. Before giving the idea the up thumb last autumn, Grey executives sent out for a 30-gallon aquarium, ordered one of the copywriters to lather up and dunk his head. Later described (with questionable accuracy) as "the first time an account meeting was ever held in a bathroom," the event was climaxed by wild cheers as the copywriter surfaced with Sof' Stroke still on his chin. Nonetheless, one skeptical adman said he could not see the need for shaving under water. No one heard him. They had all left for Florida.

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