Just like adults need an incentive to spend their money on something (ie frequent flyer points, bonus points on the credit card, Green Stamps), kids also need an incentive. Of course, the kids are not spending their money, but they are just as fickle as the adult consumer.
In this commercial, Post cereal is offering a "magic" watercolor picture. Dip a brush into water, and touch it to the picture - THE BLACK & WHITE PICTURE MAGICALLY BECOMES A COLORED PICTURE.
For more vintage pop culture, from the 1950's, 1960's & the 1970's, you might enjoy visiting TV TOY MEMORIES http://www.tvtoymemories.com/FRONT_PAGE.html
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Golden Crisp, originally marketed as Sugar Crisp, is a breakfast cereal made by Post Cereals...