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 Advertising Mascots - People

Ajax Pixies - Three energetic pixies who cavorted about kitchens and bathrooms cleaning dirty surfaces with Ajax Cleanser. Created by the Sherman & Marguette Advertising Agency for the Colgate-Palmolive Company in 1948, these three pointy-eared personalities were TV's first animated commercial mascots. Their 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.


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