Over the years, I finally came to realize that I could take advantage of audience appetites by giving them stuff they’d already demonstrated a great fondness for. Like White Castle and “sliders.” I never would have taken this road at WTTW and Wild Chicago. I was more of a Puritan then. We were not a commercial station. But once I got to Channel 50, WPWR, I realized my livelihood depended on getting eyeballs. Ratings had to show growth and interest. So why not do more stories on hugely popular things?
It helped that I knew I could find “the funny” in just about anything. And my curiosity for people and their stories would surely yield TV segments unlike the usual shilling you usually see on the air. Besides, sliders are just funny. So is While Castle. It’s a place you go late, late at night or early morning. To get your fix. To satisfy your craving. I salute White Castle for putting their finger on what drives people to consume their product, and for building their brand (at least back in 1998) on just that — the phenomenon of craving.
I sure as hell know a thing or two about craving. It started for me in the cradle. I craved my mother’s milk. Then her smile. Then Shari Lewis’s smile. Followed by Barbara Eden’s smile — and belly button. And you can fill in the rest. (Okay, I can’t resist naming Raquel Welch here. Still innocent, right?)
I craved Coca Cola, Hostess Cup Cakes, enchiladas mole and more. Soon I was craving margaritas. And most anything that would make life a little more exciting, more acceptable. I craved laughter. Yours. It made me feel great.
And what of sliders? Well, honestly, I did enjoy how they tasted, but I was never geographically close enough to them to develop a serious habit. They also gave me the runs. Sorry.
But I absolutely did love doing this story on Ben Loves Chicago back in the late ‘90s. Once I learned of White Castle’s early Chicago connections, it was full steam ahead. This piece also marked the first time a dared bring my guitar and insert into the proceedings some improvised singing and playing. I do remember thinking “maybe this will become my signature thing, bringing the guitar and singing.” Alas, it did not. But I think it worked nicely here.
If anything, this piece shows me that everybody is up for a good time. No matter whether you’re one of the suits from corporate, checking out the guy from TV and what he’s all about, or a 70-something hanging with your pals in the restaurant because the coffee is cheap and it’s good to get out of the house when you’re retired. Yup. Silliness is attractive. And we all know how to do it. Even if it was decades ago, when we were kids. It’s still there. Just let it out a little. Make some silly faces in the mirror tonight. Talk to your spouse in a made-up language that makes no sense. Let loose. Surrender. You know you want to. Give in. Give in to the contagion, because you know what? It’s contagious! Spread it around!
May we never find a cure.
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