B.C. Clark Jewelers’ Jingle Rings Bells

In 1956, B.C. Clark Jr. paid a local ad agency $300 to create a jingle. Five years later he thought the catchy jingle had lost its impact and aired a new one. A barrage of complaints during the 1961 Christmas season quickly persuaded him to put the original back on the air. Back then the son of the store's original owner realized the jingle was more than a seasonal promotion. In just a few years it had become part of Oklahoma City's Christmas tradition. Decades later the jingle is so engrained in the city's holiday rituals that residents can sing it from memory. "It's the No. 1 requested song [for radio stations] during the holidays," says Mitchell Clark, executive vice president and marketing director for B.C. Clark Jewelers. During the holidays the jingle is as common as "Jingle Bells." It's sung in school Christmas programs, church pageants, even

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