Ity (right) and Fancy Cat at 'Embryo', held at the Louise Bennett Garden Theatre in July. The two have done memorable ads for Lasco mackerel and also bring a smiling face to Courts. - Colin Hamilton/Freelance Photographer

Comedians have also struck gold with commercials. Christopher Daley is a big supporter of Cashpot and Ity and Fancy Cat have promoted Lasco mackerel as well as Courts. Ity says, "we've been doing Courts for years, while for Lasco the marketing manager watched some of our shows and he liked it, so he contacted us about doing a commercial".

The theory seems to be that a little humour goes a long way. Natalia Gordon, public relations executive for Courts Jamaica, says, "in our commercials we use Micheal London, Ity and Fancy Cat, those are the major ones." She says "Michael has been with us for 16 - 17 years now. He and now Ity and Fancy Cat represent for the customers a chance to win money with Courts, a chance to get a surprise or a world of cash. They represent the promotions aspect."

Mutually beneficial

Corporate firms are not the only ones benefiting from the arrangements. Gordon confirms that "for the celebrities it is a mutually beneficial relationship. Part of Micheal's stature was because he gave away a million dollars for Courts. Ity and Fancy Cat were with us before they became household names. These comedians, why we like them is because they are versatile and the customers appreciate them."

Ity and Fancy Cat find the public response to be better for television, rather than print. "Maybe it is because compared to reading it, when you see it on a commercial you get the joke better. But, it helps to keep Ity and Fancy Cat on the minds of people. For us Lasco Mackerel works. It's funny and always brings a smile to people's faces," Ity said.

Ity and Fancy Cat appeal to the average Joe claims Gordon. She says, "they offer celebrity stature, but without the celebrity air. They are in the store as well as on TV; they are a part of the Courts family. Regular people who come in and sit in the branches and come and see these guys can talk to them. They are down to earth, but funny. The minute some customers see Ity and Fancy Cat they start laughing and they don't have to say a word".

K.H.