The Ajax Pixies – Colgate-Palmolive Company, NY

new-york-colgate-palmolive-ad-ajax-pixies
The Ajax Pixies were the animated advertising mascots for Ajax Cleanser produced by Colgate-Palmolive Company in New York City, New York.

Introduced in 1948, the three pointy-eared pixies cavorted about kitchens and bathrooms cleaning dirty surfaces with Ajax Cleanser. The pixies were created by the Sherman & Marguette
Advertising Agency.

The Ajax Cleanser commercial also introduced TVs first jingle “You’ll stop paying the elbow tax, when you start cleaning with Ajax.”

During the commercials, the pixies (a fat, a thin and a tall pixie all under three-inches in height) interacted with live-action shots and piped such scripted lines as “Foams as it cleans,”
“Cuts grease fast” and “Floats the dirt right down the drain.”

The commercials were accompanied by a bouncy “Bum, Bum, Bum, Bum Bum” musical score written by Joe Rines. The ads spots ran from the late 1940s through the 1950s.

Use Ajax, the foaming cleanser Bum Bum
Bum, bum bum bum bum bum bum
Gets em clean just like a whiz
You’ll stop paying the elbow tax
When you start cleaning with Ajax
So use Ajax, the foaming cleanser Bum Bum
Bum, Bum Bum Bum Bum Bum Bum
Wash the dirt right down the drain
Bum, Bum Bum Bum Bum Bum Bum

–Lyrics for Ajax TV commercial

NOTE: The Ajax brand name invokes Ajax, a powerful Greek mythological hero.

In 2004, Jody Richards, a Democratic member of the Kentucky House of Representatives recalled the name when she told the House State Government committee, “That’s the bill – it’s strong
as Ajax”. (As reported in the January 14, 2004 article, “Ethics bill OK’d by House panel,” by John Cheves, for the Lexington Herald-Leader).

The Colgate-Palmolive Company
300 Park Avenue
New York, NY 10022 USA

Ajax Pixies TV Commercial  – You Tube

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About

Born in Philadelphia, Jerome Alphonse Holst worked 30 years as a librarian. He has since retired and lives in Greensboro, North Carolina. Mr. Holst is also the author of the children’s books “Norman the Troll,” "Norman the Troll and the Haunted House," and "Gretchen and the Gremlins." In addition, he penned the fantasy novel “The Adventures of Glinda Gale,” a retelling of “The Wizard of Oz" and the reference text “The Encyclopedia of Movie and TV Insults.” .

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Posted in Advertising Mascots, Television

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