At the New York Times, February 17, 1989, "THE MEDIA BUSINESS: Advertising; 20 Years Of Dewar's Achievers":
PORTNOY'S COMPLAINT pic.twitter.com/VpbePgPiz1— Sarah Marshall (@Remember_Sarah) April 9, 2016
''IT made me a Dewar's drinker,'' Jerry Orbach said yesterday, recalling his appearance 20 years ago as a young actor in the first Dewar's Profile for White Label Scotch. ''Any publicity is good when they spell your name right.''More.
Mr. Orbach was the first of 85 young men and women to appear in the ad, now one of the longest-running campaigns in the United States and a triumph for its creator, Leo Burnett U.S.A., the Chicago-based agency.
As it did for Mr. Orbach, the ad has persuaded many people to drink White Label. ''It helped the success of the brand in a soft market for distilled spirits,'' said Henry Yaris, United States business manager for Dewar's, ''and Dewar's became the leading brand of Scotch in the country.''