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Smiling Bob
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    (2002- )
    Appears in commercials for Enzyte, 'the once daily tablet for natural male enhancement'
    Enzyte is manufactured by Berkeley Premium Nutraceuticals of Ohio
    What's with the frozen smile plastered on his face?
    He appears to have married one of the Stepford wives.
    The commercial voice over specializes in single entendres. ('Bob has a new swelling of pride.')
    The commercials became ubiquitous on basic cable.
    Since Enzyte is an herbal supplement rather than a prescription drug, the FDA does not regulate it.
    Attorneys from 17 states filed suit against Berkeley Premium for making unproven claims about Enzyte's effectiveness in the ads. The company paid $2.5 million in fines and offered restitution to customers (March, 2006).
    Four Berkeley Premium executives pled guilty to fraud charges for signing customers up for a one month trial and then billing their credit cards for unordered products (January, 2007).
    A commercial in which Smiling Bob meets Japanese CEOs was taken off the air for offending Asians by stereotyping them as being 'small.'
    None of his other commercials have been taken off the air for offending everyone.
    The contrast between the product being pitched and the ads' retro appearance gives them kitsch appeal to some.
    Thanks to the placebo effect, if you think this stuff works, it just might.
    Smiling Bob was an effective pitchman, with Berkeley Premium president Steven Warshak noting, 'No matter how many phone lines we put in, it wasn't enough. We couldn't keep up with the demand.'

Credit: C. Fishel


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