Monday, July 11, 2011

The 7Up Deco-Psychedelia Mashup

Hot weekend. But it should be here in the Northern Hemisphere, considering that the calendar says July.

I spent some time roaming the vast aisles of a certain do-it-yourself warehouse retailer one day recently, looking for this and that, but mostly looking at this and that. In the men's room of this particular store, I noticed that both of the urinals and one of the three sit-down toilets had OUT OF ORDER signs taped to them. And where is the one place that broken toilets should be fixed quickly? A do-it-yourself store.

Yesterday's posting, which is also posted on Facebook, got a fair amount of attention on that social media site, mostly from my old friends who are in the picture. But one friend of a friend asked if, indeed, that was a bottle of 7Up on the table. It was a liter bottle, I think, in a style that's probably long gone, though I haven't examined any glass 7Up bottles lately. It just seems likely that a design available 30 years ago wouldn't be available any more.

That bottle called to mind this commercial, made in 1974 and aired for some time afterward. Everyone in the room with me that day in 1981 would have seen it any number of times.

Link for Facebook readers.

Watching it again after so many years, I'm taken with the luminous artistry of the thing, created by the fine blending of '20s and '70s styles, visually and musically. What to call that? Psychedelic deco? I'm sure I didn't appreciate it when it was new, as with so many things.

More on the commercial's director, the late Robert Abel, is here. He went on to be a computer animation pioneer, among other things, and seems to have gotten a Clio for his efforts on the "Bubbles" commercial. I hope so. More on 7Up is here, from Snopes, of all places.

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