I cannot resist a good bit of over-the-top hyperbole – especially when it comes with a surprise filling. This ad takes the cake, as it were. It was written by a frustrated poetic genius. He was also suffering from a sugar high, not surprisingly.
These little cakes are paradoxical: on the one hand, they only cost a dime and you can scarf them down while you watch Howdy Doody or stuff them in your lunchbox with that tired bologna sandwich. And they come in a cellophane wrapper. Very pedestrian, really.
On the other hand, consider “The Famous Hostess Secret-Blend Flavor of Chocolate from the African Gold Coast and the Blue-Green Jungles of Brazil.” These Hostess people are serious gourmets, traveling the world to perfect their snack cakes. I guess you could almost believe this, as long as you hadn’t actually tasted them.
And the Twinkies? They taste like they were baked “in a heavenly oven.” You’d think they might want to put that sort of thing in a fancy box – not cellophane.
But then we come to the mystery of the filling, which Hostess likes to refer to as the “surprise inside.” Oh, what can that be, do tell? Why, it is something referred to as “creamed-filling.” Not cream. Creamed. Creamed something-or-other. Nobody is sure what it is. Aside from its being – surprising. Is it something the Hostess master chefs found in their culinary travels to the Blue-Green Jungles of Brazil? Whatever it is, they aren’t saying.
[From Life, June 11, 1956, big version right here.]