40 Years of Composing Memorable Advertising Jingles for TV/Radio

Glenn Erath, San Diego’s best-known writer of advertising jingles, recently marked his 40th year of creating memorable branding campaigns. “And I’m only 112 years old,” said the 65-year-old funnyman.

Erath is the guitar-playing composer of quirky rhythmic ditties featuring an advertiser’s phone numbers that consumers can easily memorize.

His clients over the past four decades have included Corky’s Pest Control (“call 1-800-901-1102/We’re here for you”) and ASI Hastings (“1-800-481-COOL/ the White Glove Guys”), as well as Campland On The Bay (“Bring your doggie or your kitty/ The sunsets are so pretty”) and J&W Lumber (“You want decking, I do, too/Let’s go to J-and-W”). Upcoming campaigns will feature Cash Call Mortgage and Dan Beer Real Estate.

“The goal is a catchy tune, a clever line, getting stuck in a listener’s mind,” Erath said. “The key is to keep it simple and clever, not too complicated, and get the message across quickly. If a 7-year-old can walk away singing it, then you’ve got a winner.”

Erath admits he probably won’t be the next pop artist to sell a million albums. “Instead, the sweetest music to my ears is the sound of cash registers ringing for my clients,” he said.

In addition to jingle writing, Erath has served as marketing director at Corky’s Pest Control since 2010. His job includes coordinating media buys and social media and overseeing creative for outdoor and print, as well as billboards, radio and TV spots. In addition, for Corky’s TV commercial, Erath is the guy wearing the brown cockroach suit who gets blasted by company namesake Corky Mizer. “Hey, I’ll do practically anything for a laugh,” Erath said.

Since the mid-1980s, Erath also has performed at a couple thousand or more conventions, nonprofit galas, private parties, tributes and roasts. His customized comedy includes original songs and clean jokes that add levity and can turn a stuffy corporate culture into a hilarious routine. He’s been compared to Steve Martin with a guitar instead of a banjo.

“COVID has reduced the live appearances, but I hope to schedule two or three comedy gigs per month in the near future,” said Erath. “It will be nice to perform again in a live setting.” His website is www.GlennErath.net.

Erath got his start in 1981 as a frequent sidekick on “Hudson and Bauer,” a popular morning radio show heard on KFMB-AM for more than 20 years. Erath’s growing popularity convinced him to sell his insurance agency in 1998 to focus on advertising and stand-up.

“My wife wasn’t too sure about me leaving the insurance field back then,” joked Erath. “Even today, she doesn’t think I’m too funny even after three kids and 31 years of marriage. I blame it on my bald head and losing my Glen Campbell look.”

Erath says he’s optimistic about growth in the U.S. advertising industry in the future after two tumultuous pandemic years in 2020 and 2021, when expenditures were drastically reduced or outright cancelled.

“I’m expecting to see advertising with a greater focus on creativity and memorability,” he said. “As for me, I’ve got another 30 years or so of creativity waiting to be used. I’m still aiming to make it to 112.”