STAR SEARCH ACCOMPLISHED:  SANDY DUNCAN SINGS “I’M YOUR MOTHER.” THE HOUSEWIVES’ LAMENT ON KIDS AND CLEANING.

In 1965, I had been scouring the town for weeks trying to cast a pretty young mama who could belt out a song, Ethel Merman style, for a Lestoil household-detergent TV campaign. Time was running out. That weekend, my wife Rosie dragged me to a Broadway revival of The Music Man. (As usual, I wanted to stay home to watch a Yankees game.) “But George, honey,” she purred, “maybe you’ll find who you’re looking for on stage tonight.” The overture played, the curtain went up – and there she was...a small, peppy blonde with a big big voice. Her name was Sandy Duncan. A few days later she pleadingly sang to “her kids,” they sang back, and Lestoil cleaned up. The unknown Duncan was followed by a black mother (and her kids) and an Asian mother (and her kids). The singing campaign about mothers who toil to keep their homes clean, but are largely unappreciated by their families, was startling advertising in the days of grimy demo spots. It was a TV experience that only a mother could love. I’m your Mother hit pay dirt as Lestoil sales climbed. And loving letters came flowing in from thousands of appreciative moms. When I met Bill Pitts, the marketing consultant for Lestoil, this Greek Orthodox kid gained a friend and “Rabbi” for over 25 years. In 1978,  I was thrilled to take him a partner in Lois Pitts Gershon, the third agency I launched.