Recalling TV’s Golden Age, Stars Pitch Products Tied to Their Shows

During the golden age of radio and the early years of television, when advertisers and agencies owned the programs they sponsored, a popular way to pitch products was with what were known as cast commercials: Cast members of the programs would deliver a spiel or two during their shows, often in character and usually with a gentler touch that soft-pedaled the hard-selling tactics of typical commercials. Now, as Madison Avenue embraces the concept of content marketing, seeking to woo consumers by interweaving editorial-styled elements of entertainment or information into ads, cast commercials are enjoying something of a comeback.