The One Show
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Category
Best of Radio & Audio
Annual ID
OS_RA21_001G
About the Work
Last summer exposed deep-seeded racism in the most unexpected parts of American culture—even a beloved ice cream truck jingle.
Typically, music is a force of good that unites people, but the surprisingly racist backstory of “Turkey in the Straw” jingle inflamed an already divided nation. As the company that invented the first ice cream truck 100 years ago, Good Humor had a responsibility to weigh in on this controversy. Rather than just issue a statement condemning the old jingle, Good Humor wanted music to be part of the solution. Our idea was simple: join forces with a Black artist to compose a new jingle--one that could spread joy to all communities.
So, we turned to a music mastermind: Wu-Tang Clan legend RZA. In just days, RZA returned with a track that blended the classic charm of old-timey jingles with a modern trap flare and hint of Wu-Tang style. From electric drum machines, to the same types of bells used on the first Good Humor truck, RZA’s instrumentation yielded a melody and timbre that was unforgettable. And to ensure it sounded authentic, our final sound tests used an actual ice cream truck speaker.
Good Humor and RZA’s attention to sonic detail paid off. The jingle was lauded by everyone from Rolling Stone to Billboard to COMPLEX, and it quickly became a song of summer of 2020. Fortunately, we found a way to help this song live long into the future. During negotiations, we struck an unusual licensing deal with RZA to allow ice cream truck drivers to play the jingle for free, in perpetuity. The cherry on top? Nichols Electronics, the manufacturer responsible for 97% of all ice cream truck music boxes in the US, announced that moving forward, they were replacing “Turkey in the Straw” with our jingle. Permanently.
Typically, music is a force of good that unites people, but the surprisingly racist backstory of “Turkey in the Straw” jingle inflamed an already divided nation. As the company that invented the first ice cream truck 100 years ago, Good Humor had a responsibility to weigh in on this controversy. Rather than just issue a statement condemning the old jingle, Good Humor wanted music to be part of the solution. Our idea was simple: join forces with a Black artist to compose a new jingle--one that could spread joy to all communities.
So, we turned to a music mastermind: Wu-Tang Clan legend RZA. In just days, RZA returned with a track that blended the classic charm of old-timey jingles with a modern trap flare and hint of Wu-Tang style. From electric drum machines, to the same types of bells used on the first Good Humor truck, RZA’s instrumentation yielded a melody and timbre that was unforgettable. And to ensure it sounded authentic, our final sound tests used an actual ice cream truck speaker.
Good Humor and RZA’s attention to sonic detail paid off. The jingle was lauded by everyone from Rolling Stone to Billboard to COMPLEX, and it quickly became a song of summer of 2020. Fortunately, we found a way to help this song live long into the future. During negotiations, we struck an unusual licensing deal with RZA to allow ice cream truck drivers to play the jingle for free, in perpetuity. The cherry on top? Nichols Electronics, the manufacturer responsible for 97% of all ice cream truck music boxes in the US, announced that moving forward, they were replacing “Turkey in the Straw” with our jingle. Permanently.
2021 Awards
Total Points: 90
Best of Discipline Pencil
Credits
Agency
Edelman / New York
Client / Brand
Good Humor / Englewood Cliffs
Art Director
Esther Lee
Madelyn Fetzko
Chief Creative Officer
Jimmie Stone
Copywriter
Grace Cha
Group Creative Director
Conor Hogan
Executive Creative Director
Jesse Suchmann
Executive Producer
Ari Pomerantz
Producer
Gina LoPinto
Brand Owned Social Media Management
U-Studio
Account Executive
Ali Lieberman
Morgan Tripi
Account Executive, Crisis & Reputation Risk
Natalie Sprowl
Account Executive, Strategic Media Counsel
Logan White
Account Supervisor
Victoria Kwan
Account Supervisor, Crisis & Reputation Risk
Jaisa Dominguez
Animation & Post Director
Sean Eno
Animation & Video Production
Chimney Group
Assistant Account Executive
Isabelle Friend
Assistant Account Executive, Crisis & Reputation Risk
Bridget Babcox
Brand Planner
Chloe Albanese
Business Affairs
Rachel Groth
Managing Director, Brand & GCRM, Unilever
Smita Reddy
Paid Media Agency
Mindshare / New York
Senior Account Executive
Marissa Redling
Senior Account Executive, Crisis & Reputation Risk
Christina Sebastiao
Senior Account Executive, Media
Julianna Bilton
Senior Brand Planner
Danielle Kellner
Senior Vice President
Kimberly Francis
Senior Vice President, Brand Multicultural
Yocasta Shames
Senior Vice President, Brand Purpose
Jaclyn Murphy
Senior Vice President, Head of Multicultural
Jackeline Stewart
Senior Vice President, Planning Director
Jeremy Busch
Talent
Burns Entertainment / Chicago
Vice President
Mallory Zuckerman
Vice President, Brand Mulitcultural
Carolina Rincon Sato
Vice President, Brand Purpose
Alison Mehlsak
Vice President, Crisis & Reputation Risk
Janine Grady
Lauren Gray
Vice President, Production Business Director
Hazel Popplewell
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