All Together Now

In their desire to be "with it," advertising men often strain to take over the latest "in" words. Not long ago, dozens of products and services were promoted as being the consumer's "bag." Later the public was assured that by using any one of perhaps a score of products, a purchaser was "doing your own thing." After that, countless products were said to be "now" or "out of sight." Trouble is, such ads quickly become painfully repetitious. They seem fatuous and contrived to the people who understand the catchwords, hopelessly confusing to those who do not. And today's argot changes so quickly that by the time a catch line shows up in ads, it has often become as outdated and square as, well, the word square itself.

Lately, admen have discovered a new old phrase with which to belabor the public: "Getting it all together." The line is said to be derived from the vocabulary of football coaches and orchestra conductors ("Now let's get it all together, fellas"). It was popularized several years ago when--as is the case with so many catch phrases--it was picked up by the blacks and then the young. At least seven advertising campaigns have been riding on the familiar theme.

Writers at Foote, Cone & Belding claim that they were first to pick up the line in their "Kent got it all together!" cigarette commercial that broke on television last April. CBS officials, who contend that they coined the phrase last February, began informing their viewers in May that "We've Got It All Together." Sears, Roebuck, too, "puts it all together." A senior vice president of the company's agency--Reach, McClinton & Co.--says that he was struck by the line two years ago, after hearing blacks use it, and that the agency began testing the campaign last October.

National Airlines ads now proudly proclaim that "National's put it all together." A dealers' commercial for American Motors' Gremlin used a similar theme. Apparently the phrase has a hypnotic attraction at the Kane, Light, Gladney Inc. agency. On different occasions, it has leaned on the line in ads for two clients: Arthur Murray and Bond Stores, Inc.

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