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Hamm's Bear
The ''Hamm's Beer'' bear (or The Hamm's Bear) was a cartoon mascot used in television production and print advertisements for Hamm's beer. The animated character was the first of its kind in the beer industry. In a typical TV spot, the bear would dance around in a pastoral setting while the "Land of Sky Blue Waters" advertising jingle played in the background. In 1999, "Advertising Age Magazine" called the Hamm's Bear the key element of one of the best ad campaigns in the last 100 years. A statue of the mascot was erected in a St. Paul, Minnesota in 2005.
==Creation==
The Hamm’s ads were the first to use an animated “spokesperson” for a beer,〔(''Brand of Sky Blue Waters'' ); by Don Jacobson; November 17, 2004; accessed January 2014.〕 although the perpetually mute character eventually only learned to speak one line: "It bears repeating!"〔(''Ten Greatest Alcohol Icons of All Times; The Story Behind the Face on the Bottle'' ); article; by Frank Kelly Rich; Modern Drunkard Magazine on line; accessed January 2014.〕 The Hamm's Bear was created by Patrick DesJarlait following an idea first sketched on a restaurant napkin in 1952. The resultant advertising campaign—launched in 1953—was produced by the Campbell Mithun Advertising Agency.〔(Hamm's Bear Historic Marker ); dedicated in 2005; Hamm;s Club; reference MN MSM 00001; at Seventh Street Place, W. 7th Pl. and St. Peter St. (Latitude (N/S): 44.946833 – Longitude (E/W): -93.096911).〕 The original idea for the mascot came from Cleo Hoval, an account with Campbell Mithun, who finally asked a business acquaintance, Ray Tollefson, to draw the bear after discarding other prior attempts by his own marketing co-workers. Cleo liked the bear that Ray drew. Tollefson eventually drew many scenes and humorous situations into which he could put the bear in the ongoing Hamm's advertising campaign. He also created an in-house book for Campbell Mithun, "How to Draw the Hamm's Bear," since so many agency artists would have to be able to draw the Hamm's Bear accurately. Tollefson went on to create such characters as the ''Little Flame Girl'' for Minnegasco and ''Albert & Stanley'' for Grain Belt Beer.〔(''Ray Tollefson, artist, dies at 91'' ); February 22, 2002; Obituary article; Minneapolis-St. Paul Star Tribune; accessed January 2014.〕
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