Aunt Mary’s here to help you make small talk at your next cocktail party or awkward family dinner! Instead of politics or Game of Thrones, fill that weird dead air with this little tidbit: Hey! Did you know the “Sunday Sunday Sunday!” from those old school Monster Truck ads actually had a purpose?
That, ma’ friends, is called an icebreaker.
Jan Gabriel was the voice of auto racing (and later Monster Truck) radio and TV ads from the late 1960’s to the 1980’s and the originator of everybody’s favorite cliche tag line. He had been working as a motor sport track announcer in the Chicago area when the US 30 dragstrip in Hobart Indiana wanted to get the word out that they were open on (wait for it) Sunday. Gabriel believed the announcer was part of the show and he was sick and tired of boring announcers. His signature style was enthusiastic and loud. When the US 30 track owners needed a unique sound for their radio ads, Gabriel stepped up.
The copy for the ads was dense with a lot of information to cram into a 1 minute radio spot. At the time, commercials were recorded on tape in one take. There was no editing. The announcer had to get it right and any mistakes or running long meant starting over. Gabriel made it work, including the needed Sunday Sunday Sunday!” the advertisers demanded. They were determined to let folks know they were all about exciting family fun on SUNDAY! Originally, it was thought two voices would be needed to get the Sundays in, but Gabriel managed it on his own.
The ideas behind the Sundays is this:
First Sunday is to inform. (Wait, When?)
Second Sunday is to confirm. (I’m free! I could go to that!)
Third Sunday is to excite. (This is going to be awesome!)
Later, Gabriel had a syndicated TV program The Super Chargers Show, which is credited with bringing NASCAR to TV and Monster Trucks into 1980’s popular culture.
Gabriel died in 2010…on a Sunday.