Psst! Schnucks Has a Secret

Do you remember the annoying ads for Schnucks Super Soda from the early 90s?

Brother Mark works in advertising for Schnucks.  Introducing Super Soda was one of his first big projects. I ran across a tape he sent me of the series years ago and asked him to tell me the back story of how the ads were shot.

10-second tease

This 10-second tease that was rolled out to generate buzz may refresh your memory. I’ll run the rest of the series later, along with his description of the challenges of shooting it.

Warning: if you are susceptible to ear worms, you may want to turn the sound off before you listen to the whole batch of them at one time.

Commercial about the runs didn’t run

I did production stills on a three-day commercial shoot once. I gained a real appreciation for the way they could use basic lighting special effects to make a plain room look interesting.

I also worked with a crew shooting an anti-diarrhea medicine ad in our newsroom. (They said ours was the only newspaper in South Florida that didn’t look like an insurance company.)

It’s mind-boggling how they can spend all day for a 15 or 30-second spot (that didn’t run, in the case of the product that was supposed to cure the runs).

Jackson’s Pioneer Orchard Part 2

I wrote last time about the apparent demise of the Pioneer Orchard west of Jackson. I reported that the only things I could popping up out of the ground where we once bought peaches, apples and cider were ironically name street signs.

Janet Fenimore Robert took me to task

I don’t think you went far enough!! I never go that way but Pioneer Orchard is still going strong. Also there are big trees on Oak, haven’t noticed their type but I will from now on. Are you sure you were in Jackson, Mo???????

Show me the trees


View Site of Old Pioneer Orchard near Jackson in a larger map

My mother and my wife generally tell me that I’ve gone too far, but Janet caused me to doubt myself, so I pulled up Google Earth to look at the area. There may be a few trees scattered around, but it’s not the orchard I remember. (Zoom in to see more detail.)

Jackson’s Pioneer Orchard

Remember going out west of Jackson to the Pioneer Orchard for peaches, apples and apple cider? About all I could find of the orchard today is a street sign at the intersection of Pioneer Orchard Road and Oak Street.

Oh, yeah, I didn’t spot any towering oaks on Oak Street, either.

Big Yellow Taxi

Let’s all sing a verse of Joni Mitchell’s Big Yellow Taxi:

They took all the trees

Put ’em in a tree museum

And they charged the people

A dollar and a half just to see ’em

Don’t it always seem to go

That you don’t know what you’ve got

Till it’s gone

They paved paradise

And put up a parking lot

1989 Idan-Ha Hotel Fire

I happened to be in Cape on vacation July 7, 1989, when I heard about a fire at Broadway and Fountain. I was about 1,100 miles out of my jurisdiction, but nobody hassled me when I started taking pictures of firefighters fighting a fire at what was left of the old Idan-Ha Hotel.

Investigators determined that a tenant on the second floor left her room without realizing that she had left a pot cooking on an electric stove. She heard her smoke alarm going off, ran back into the apartment and found it engulfed in flames. She left the door open, which allowed it to spread to the rest of the building.

The Missourian gave the story extensive play in the July 9, 1989, edition. Missourian photographer Mark Sterkel showed up while I was there, so I was robbed of a chance to get another photo in the paper.

Some residents jumped from windows

About half of the 40 to 45 residents were home when the fire broke out. Several of them jumped out windows and off fire escapes to escape the blaze. The building’s concrete floors and brick walls slowed the spread of the fire upward, but it also trapped the heat, which made the fire difficult to fight.

First priority was rescue

The first call came in at 5:31 p.m.; it went to a second alarm four minutes later. When firefighters arrived, they saw a woman sitting with both legs out a second floor window, “not far from jumping or being overcome by smoke” Assistant Fire Chief Jim Niswonger said. Once she and other residents were evacuated, attention turned to fighting the fire.

A heavy stream of water from the aerial platform ladder truck’s deluge knocked the main blaze down pretty quickly. Two firefighters had minor injuries.

Part of hotel burned in 1968

This 1964 aerial shows the Idan-Ha Hotel before a 1968 fire destroyed the northeast portion of the building. The Common Pleas Courthouse is at the bottom; The Southeast Missourian is in the middle; the Idan-Ha is at the top left, across the street from the H & H Building and the Marquette Hotel. The KFVS TV building hadn’t been constructed yet. I think the tall, light-colored building at the corner of Broadway and Fountain was the Post Office at that time.

Here is a link to The Missourian’s story about the June 29, 1968, fire which destroyed the main section of the hotel, Milady’s Shop, the Rainbow Coffee Shop. Six other nearby businesses were also damaged.

Fire resources stretched thin

While crews from three of the Cape’s four stations were fighting the fire, three other minor fires were reported in the city. Fortunately, they were small enough to be handled without calling in mutual aid from Scott City or Jackson.

Photos of Broadway and Fountain

You can see additional photos of the intersection of Broadway and Fountain, including the Idan-Ha Hotel as it looked in 1966 and the present day.