John Cameron Swayze (1906-1995) was an American news commentator
during the 1940s and 1950s who later became best known as a product spokesman. Born in Wichita, Kansas, Swayze initially sought to work as an actor. However, the Wall Street Crash of 1929 curtailed acting roles on Broadway and he ended up in radio by 1933.
during the 1940s and 1950s who later became best known as a product spokesman. Born in Wichita, Kansas, Swayze initially sought to work as an actor. However, the Wall Street Crash of 1929 curtailed acting roles on Broadway and he ended up in radio by 1933.
Swayze hosted the radio program Stranger Than Fiction. In addition, he worked in sports, writing about and broadcasting football games, and took part in early experimental television broadcasts. By 1940, Swayze was working full-time doing news updates for Kansas City's KMBZ. He broadcast news items prepared by United Press Kansas City bureau overnight editor Walter Cronkite. By 1946, Swayze was hired by NBC as director of news and special events for its Western Division. Two years later, NBC produced The Camel Newsreel Theatre, a 10-minute program of daily events using newsreel film, which Swayze narrated and often scripted.
Eventually, NBC executives tired of Swayze's flamboyant delivery style, in contrast to anchorman Douglas Edwards's comparatively low-key delivery on CBS. The ouster offered him various television roles as a game show panelist and product pitchman. For twenty years beginning in 1956, Swayze became widely known as the commercial pitchman for Timex watches, subjecting Timex watches to grueling physical tests. After retrieving the watch, his authoritative delivery was perfect for the company's slogan, "It takes a licking and keeps on ticking."
