TV REVIEW : History of Hucksterism in ‘A Word From Our Sponsor’

If, as is often said, it’s getting harder and harder to tell network programs from the advertising, there’s often one distinguishing telltale giveaway: The commercials are better. That principle guides the riotously cynical special “A Word From Our Sponsor” (at 10 tonight on NBC, Channels 4, 36 and 39), a compendium of great moments in TV salesmanship that lives up to co-host Phil Hartman’s promise of “a show so entertaining you’ll forget you’re being force-fed corporate propaganda.”

Hartman (“Saturday Night Live”) is at his mock-smarmiest here in celebrating what is nigh uncelebratable, and co-host Crystal Bernard (“Wings”) also waxes severely sarcastic in highlighting the history of hucksmanship “from the Mixmaster to the Thighmaster.” But the short ad spots shown in their entirety here--many of them foreign, local or otherwise little-seen by national audiences--are often tiny masterpieces of comic invention.

Even high culture gets sold via the low road. A commercial for the Houston Symphony shows two cars a-rockin’ on lovers lane, and points out the aphrodisiacal lengthiness of classical pieces like “Bolero” compared to the average pop song. A spot for a Portland opera company details a classic case of castrati, then points out to the viewers being solicited how much less they’re being asked to do for the opera.

Amid all these clever newer clips, we nostalgic sorts may regret that excerpts from the more historically familiar commercials whiz by in quick montages, leaving only glimpses of such long-missed pitchmen as Charlie the tuna, Morris the cat, the Palmolive lady, Mr. Clean, the Green Giant and John Cameron Swayze. Also, there’s an incongruous laugh track pumped up too loud, ensuring that this’ll be the first time you ever heard the line “Please don’t squeeze the Charmin!” followed by the sound of an audience in stitches.

Still, all these ads are a hoot--the older ones campily so (including Eleanor Roosevelt selling margarine!), the newer ones intentionally. And compared to what elongated nonsense comes between the commercials in most prime-time hours . . . plop plop, fizz fizz, oh what a relief it is.