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Wednesday, July 27th, 2016
44 Years Ago Today

Here's a pretty awesome super-vintage commercial for Jewel Food Stores (A.K.A., "Jewels" as we called them back in de olde neighborhood), advertising their "Midnight Jewel" service with over 70 stores open until midnight seven days a week.

Features three people with differing stories - a man who ran out of food while throwing a party (Dick Orkin), a woman who works days and thus can't shop until the evening (Cherie Mason), and a younger woman on the hunt for Corn Flakes for her father (?).

So many things to enjoy in this ad; the lingering shot of the rotating oval Jewel Food Stores sign that we all remember being the cherry on top - but I also strongly remember the square cardboard potato chip boxes seen in the background of one of the shots. Seems strange now to think of potato chips being sold in a box rather than a bag...

"My father is unbearable if he doesn't get his morning Corn Flakes."

This aired on July 28, 1972.

Jewel Food Stores - "Midnight Jewels" (Commercial, 1972)

Here's a pretty awesome super-vintage commercial for Jewel Food Stores (A.K.A., "Jewels" as we called them back in de olde neighborhood), advertising their "Midnight Jewel" service with over 70 stores open until midnight seven days a week.

Features three people with differing stories - a man who ran out of food while throwing a party (Dick Orkin), a woman who works days and thus can't shop until the evening (Cherie Mason), and a younger woman on the hunt for Corn Flakes for her father (?).

So many things to enjoy in this ad; the lingering shot of the rotating oval Jewel Food Stores sign that we all remember being the cherry on top - but I also strongly remember the square cardboard potato chip boxes seen in the background of one of the shots. Seems strange now to think of potato chips being sold in a box rather than a bag...

Ending voiceover by ?

"My father is unbearable if he doesn't get his morning Corn Flakes."

This aired on local Chicago TV on Friday, July 28th 1972 during the 10pm to 10:30pm timeframe.

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This clip aired on Friday, July 28th 1972, and is included in the following categories:

Viewer Comments

Actually, the first guy's voice sounds familiar too...
Comment posted by FuzzyMemories on Wednesday, January 23rd 2013 at 8:56pm.

Nowadays most Jewel-Osco stores are 24 hours even past Midnight.
Comment posted by Dth1971 on Wednesday, January 23rd 2013 at 10:18pm.

The Midnight Jewel - Sandy!
Comment posted by Dth1971 on Wednesday, January 23rd 2013 at 10:20pm.

I don't know who she is, but I sure wouldn't want to get on the older woman's bad side... I think she could give you a dressing down like no one's business.
Comment posted by T.K. on Wednesday, January 23rd 2013 at 10:56pm.

Would that first guy be Dick Orkin?
Comment posted by ArmitageNLowell on Thursday, January 24th 2013 at 1:20am.

It's possible it could be Mr. Orkin; his voice is familiar, and I remember him and Bert Berdis (with whom he did many radio commercials in the 1970's and '80's) on the short-lived 1980-81 Tim Conway Show.
Comment posted by W.B. on Thursday, January 24th 2013 at 8:42am.

The ending voiceover is not Joe Slattery. The voiceover was the one that did the WFLD Channel 32 Sales Promotional Film from 1970.
Comment posted by Betamax75 on Thursday, January 24th 2013 at 11:11am.

Betamax75 - I do believe you are right. Good catch. I wonder what his name is?
Comment posted by FuzzyMemories on Thursday, January 24th 2013 at 1:21pm.

Could that first guy be WMAQ's Dick Johnson? He sounds a lot like him. Then again I'm interested to know what a party at Dick Johnson's house was all about:)

The third girl has a rather suspicious story I mean who really gets that bent out of shape over corn flakes? Count Chocula I can see

Comment posted by GalagaFleetCommander on Thursday, January 24th 2013 at 6:36pm.

Is the ending voice the same as the one in the Northwest Federal Savings ads?
Comment posted by Smctopia on Thursday, January 24th 2013 at 8:03pm.

I agree Dick Orkin is the first guy -- compare with the Henry's Restaurants commercial from 1969.
Comment posted by T.K. on Thursday, January 24th 2013 at 10:33pm.

"My father is unbearable..."
So's your acting. Geez...

Comment posted by ChrisBCritter on Friday, January 25th 2013 at 2:47am.

Yes the chips in a box. Nowadays, Woodman's carries those. First time I saw them there, I couldn't believe my eyes!
Comment posted by Tuberman67 on Friday, January 25th 2013 at 8:24am.

The first guy looks like Dick Orkin as well. I worked at the midnight Jewel at Deerbrook Plaza around this time.
Comment posted by HUdson 3-2700 on Friday, January 25th 2013 at 3:46pm.

Did Jewel close at Midnight - Not suited for a midnight Jewel!
Comment posted by Dth1971 on Friday, January 25th 2013 at 9:12pm.

For those of you born after 1985 or so, you could not believe what a ghost town Chicago(SW side) was at night. 7-11's were the only freakishly store open past 8PM. Not everyone closed early, but bets were that if you didn't have it at 7, it had to wait til tomorrow.
Comment posted by Bababoozer on Sunday, January 27th 2013 at 6:16pm.

Yeah, there were 2 bags of chips inside the boxes.
Comment posted by Pushbutton on Thursday, January 31st 2013 at 8:20pm.

Doesn't the voiceover at the end sound like Lynn Hauldren? It's the same tone, inflection and pacing, at least to my ears.
Comment posted by Lucien on Thursday, February 7th 2013 at 10:56pm.

The older lady reminds me of the landlady in Kingpin.
Comment posted by Pete on Sunday, March 10th 2013 at 2:07am.

Let the Midnight Jewel shine its ever lovin' light on 'em.
Comment posted by Studio76Art on Saturday, March 23rd 2013 at 10:23pm.

@Studio76Art - If there was a "Like" button on comments, I'd "Like" yours. :-)
Comment posted by FuzzyMemories on Thursday, October 31st 2013 at 10:15pm.

Updated video description with actor information.
Comment posted by FuzzyMemories on Thursday, October 31st 2013 at 10:19pm.

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This clip has been viewed 3867 times.
This clip debuted on FuzzyMemories.TV on Wednesday, January 23rd 2013.
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All done! :-)


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