MUMBAI: Many of American advertising's most-loved campaigns and best-known brands will be showcased at The Museum of Television & Radio exhibit Legendary Agency, Legendary Brands.

It is exploring the work of ad agency Leo Burnett. The exhibit opened in conjunction with the Advertising Week in New York City.

Legendary Agency, Legendary Brands charts the evolution of Chicago-based Leo Burnett. The agency has created world-famous brand characters including Tony the Tiger, the Jolly Green Giant, the Pillsbury Doughboy, the Keebler Elves, Charlie the Tuna and the Maytag Repairman and renowned campaigns from Altoids "Curiously Strong" Mints to United Airlines' "Fly the Friendly Skies" to "Beef. It's What's For Dinner."

The Museum of Television and Radio president Stuart Brotman added, "The history of Leo Burnett offers a window into the evolution of advertising
itself over the last three-quarters of a century. We are also pleased to announce a donation of historical advertisements from Leo Burnett for inclusion in the Museum's permanent collection."

The exhibit will look back at seven decades of the agency's campaigns and pioneering innovations, from revamping package design for Kellogg's Corn Flakes to staging events such as the Pillsbury Bake Off to the creation of compelling campaigns that demonstrate the "inherent drama" in everyday products like vacuum cleaners, mints and peas.

Additionally, it will showcase dozens of iconic advertising campaigns and icons -- from Tony the Tiger to the Jolly Green Giant to Ronald McDonald -- created or reinterpreted by Burnett that are now parts of popular American culture.

Leo Burnett Worldwide chairman and CEO Linda Wolf said, "Marketing innovations developed at this agency have brought businesses to life and created enduring consumer brands. Seven decades later, Leo Burnett's famed creativity and discipline live on as we continue to engage consumers and build brands into household names."

The exhibit runs at the Museum till 31 October 2004.