Tin Pan Adler

For a project like this it would have been sheer madness to settle for anything less than top talent. Broadway Composer Richard Adler (The Pajama Game, Damn Yankees) did the score and lyrics. One of the men who won Oscars for scoring West Side Story stayed up all night doing the arrangement. Musicians came from the New York Philharmonic. The high-paid, high-caliber Hi-Lo's were there to do the singing. After 29 takes. Composer Adler was still dissatisfied. "It must have that ping. That's the feel I want implemented, band-wise." Take No. 30 was pingsville. "That's it." exulted Adler.

"That's it." The result: More people than ever are cooking with gas! And, heating and cooling, and drying and refrigerating with gas--You'll find it's faster and cleaner and more economical, too. . . .

For such gassers Adler gets paid in five figures. Of all the Broadway types who pick up extra jingle writing jingles (TIME, April 21, 1961) he is, by his own description, "the top man in the field." His monumental arias of trade include You'll Feel Better About Smoking with the Taste of Kent, Kent with the Micronite Filter; the rousing Big Gallon song, the Cities Service Suite; Newport Filter Cigarettes, Newport Filter Cigarettes; the Bon Ami Jet Spray Sonata; and the battle hymn of York Imperial-size Cigarettes. Soon radio and TV audiences will be hearing his latest creation--the new national anthem of the American Gas Association--several thousand times a week.

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