Hey Kid, Catch!

Hey Kid, Catch!
Agency McCann Erickson
Client The Coca-Cola Company
Language English
Running time 1 minute
Product
Release date(s) October 1, 1979 (1979-10-01)
Directed by Roger Mosconi
Music by "Coke and a Smile"
Starring
Production
company		 American Eagle
Country United States

"Hey Kid, Catch!" was a television commercial for Coca-Cola starring Pittsburgh Steelers defensive tackle "Mean" Joe Greene. The commercial debuted on October 1, 1979, and was re-aired multiple times, most notably during Super Bowl XIV in 1980. The 60-second commercial won a Clio Award for being one of the best television commercials of 1979.[1]

During its planning and filming stages, McCann Erickson, the advertising agency that created the commercial, used the working title "Mean Joe Greene". The commercial was a part of Coca-Cola's "Have a Coke and a Smile" ad campaign of the late 1970s. The commercial's set-up and payoff is classic simple advertising.

The Commercial

After sustaining an injury during a football game, Greene is limping alone into the tunnel toward the Steelers' locker room when a young boy (played by Tommy Okon) comes up behind him offering his help, which Greene declines. After telling Greene that he still thinks he's the best, the boy offers him his bottle of Coke, which Greene refuses at first, but the boy wants him to have it; Greene sheepishly accepts it with thanks and drinks the entire bottle as the boy quietly says "See ya 'round" and slowly walks away. When Greene finishes the Coke he turns back to the boy and says "Hey, Kid.. Catch,"[2] tossing his jersey (slung over his shoulder) to the surprised boy who happily says "Wow! Thanks, Mean Joe!". Greene casts a smile toward the boy before continuing his trek to the locker room.

The commercial has been listed as one of the top ads of all time by multiple sources, including TV Guide. The ad later received worldwide acclaim when it was re-filmed in various countries using indigenous sports figures in each version.

The campaign's art director was Roger Mosconi, the writer was Penny Hawkey, and the singers of the "Coke and a Smile" jingle were Jim Campbell, Don Thomas, Liz Corrigan, Shellie Littman, Arlene Martell, and Linda November. The footage was shot in May 1979 at a small stadium in Mount Vernon, New York, and the commercial first aired on October 1, 1979 on ABC's Monday Night Football, though its airing during Super Bowl XIV in 1980 brought it the most attention due to the program's enormous audience.[3][4]

Greene later recalled that in filming the commercial, it took several takes to get his final line in the commercial in without burping. "Between me belching and going to the men's room, it took three days to film it," Greene recalled.[5] The end of the commercial was also shown during the 2004 film Miracle when the USA vs. USSR hockey game was on a commercial break.

Parodies and homages

  • In 1983, the television show "Newhart" paid homage to the commercial in the first season episode "A View from the Bench" when a limping Celtics player throws his basketball shoes to Bob Newhart on his way to the locker room.
  • During Super Bowl XLIII in 2009, Coca-Cola aired a parody to the ad to promote its Coca-Cola Zero brand, starring former Steelers player Troy Polamalu in Greene's role. Continuing an ongoing theme in promotion for the beverage, the ad is interrupted by Coca-Cola "brand managers" who accuse Polamalu of "stealing" their commercial, prompting the safety to tackle one of them and give the child their shirt.[6][7]
  • In 2011, an episode of SportsNation on ESPN2 briefly parodied this commercial which featured sportscaster Michelle Beadle in Greene's role. In the commercial, after finishing the soda, instead of the jersey, she "accidentally" throws the empty soda bottle back to the child as it breaks on the wall at the end and then apologizes after that "mishap". In addition, the commercial tried to look like the late 70s/early 80s font titles with the words "Facebook.com/SportsNation" and "Have Some "SportsNation" and a smile" and "Sports is Life".[8]
  • An advertisement for the Fox television drama series House, first aired during Super Bowl XLV, parodies the original commercial with a similar scene in which Dr. Gregory House, played by Hugh Laurie, throws his cane to a young fan played by Preston Bailey.[9]
  • In 2012, Greene reprised his role in a Downy Unstopables ad for Super Bowl XLVI entitled "Stinky", where Amy Sedaris rejects Greene's jersey because it smelled.[10]

References

  1. ↑ "The 10 Best Award-Winning TV Ads Everyone Must See". Business Insider. January 18, 2011. Retrieved September 30, 2015.
  2. ↑ Coca-Cola Classic ad: Mean Joe Greene [Full Version] (1979). YouTube. July 17, 2007. Retrieved September 30, 2015.
  3. ↑ Isaacs, Stan (December 17, 1979). "Mean Joe: Goliath plays Othello". Sports Illustrated. Retrieved June 17, 2011.
  4. ↑ "Singers' Seminar explores steps to success" (pdf). AFTRA. New York. Fall 2010. Retrieved June 17, 2011. At the request of the singers in the audience, Arlene sang "A Coke and a Smile", a classic jingle with Mean Joe Green which has played every year for a decade on Super Bowl's Greatest Commercials, and in 2009 was voted into the Super Bowl Hall of Fame. Singers on the commercial are Jim Campbell, Don Thomas, Liz Corrigan, Shellie Littman, Arlene Martell, and Linda November
  5. ↑ Fowler, Scott (March 1, 1992). "Mean Joe Greene's biggest hit was also his most memorable 'catch'". Baltimore Sun. Retrieved January 3, 2017.
  6. ↑ Hinds, Julie (February 2, 2009). "Super Bowl ads deliver big laughs". Detroit Free Press. Retrieved March 20, 2015.
  7. ↑ "Coke to reprise 'Mean Joe' commercial for Super Bowl". Atlanta Business Chronicle. Retrieved March 20, 2015.
  8. ↑ Davis, Glenn (January 31, 2011). "ESPN'S Michelle Beadle Shoots Some Super Bowl Commercials (Mean Joe Greene is mentioned in the article)". Retrieved January 31, 2011.
  9. ↑ "Former Seaside boy set to appear in Super Bowl commercial Sunday". The Daily Astorian. Astoria, Oregon. February 4, 2011. Archived from the original on February 6, 2011. Retrieved February 7, 2011.
  10. ↑ McManis, Andrew (January 31, 2012). "Coke's Classic Super Bowl Ad Gets 'Stinky'". Retrieved January 31, 2012.
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