If you grew up in Northeast Ohio in the 1960s (like me), then you undoubtedly remember the winter TV and radio commercials sponsored by Sohio. They began with a unique sound, sort of a twitchy, high pitched electronic plucking effect that got your attention. This was followed by an announcer’s voice (over the echoing sound effect) stating the low temperature forecast for that night, and the promise that if you filled up with BORON gasoline with Ice-guard, you wouldn’t experience fuel line freeze-up. If you did, then Sohio would pay for the tow.
It was a very effective ad that ran for decades. Eventually the BORON designation in the commercials was replaced by a more generic one (Sohio Super Gasoline).
Here’s a recording of one of those short radio commercials with the “Sohio Weather Sounder," courtesy of YouTube. This one ran in Columbus, Ohio. Hearing it really brings back memories.
There were print ads in the BORON Ice-guard campaign as well. This one (below) ran in the Lorain Journal on January 12, 1960.
I’m guessing that it's an early ad in the campaign, because it doesn’t include the well-remembered promise to pay for the tow.
I wonder if Sohio ever had to make good on that promise?
Here's another Journal ad, from February 1, 1960.
Here's another Journal ad, from February 1, 1960.
Finally, here’s the Sohio Weather Sounder all by itself, just in case you want to pretend that you’re the announcer and talk with it reverberating in the background. (That echo really goes on for quite a while!)
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Longtime reader and contributor Rae sent me this photo of a genuine vintage Sohio thermometer that she "picked up in her travels." Note that it has the famous Sohio fuel line freeze-up promise: "You Start or We Pay."
Thanks for sharing, Rae!
13 comments:
I was born in the 80s and remember that commercial on the radio well. I always thought Sohio kept their stations cleaner than BP. BP stations always look rundown.
Hi Jay,
From a marketing perspective, I just remember that the SOHIO brand stirred feelings of patriotism (with its red, white and blue color scheme), pride in the state of Ohio, and warm nostalgic feelings (remembering collectable coins, placemats, etc). I don't think I ever got used to British Petroleum and its color scheme for the stations. Even today, I'd rather go to Sunoco than BP (if there isn't a Speedway around).
Wow,does that bring back memories of those mid 70's blizzards!
My Dad,along with all the neighbor guys helped dig each other out to get to work! Ford, the Mill, etc all paying great OT.
Moms got cabin fever quick and booted us out to go play when the weather broke. We made a few bucks shoveling driveways...remember when kids did that?
You were probably off to college.But our grid: Temple,Skyline,W 39th,and Palmsprings were a 12yo's winter wonderland! Sledding all day at the end of Marshall. Moms sharing pb&j/hot cocoa detail. Sad those days are never coming back.
And, always loved the simple SOHIO logo. Seems late 80's,service stations became convenience stores, and they lost their patriotism.
Great reminisce, you really captured that era well. And you're right about the transition from gas station to convenience stores; one of my college roomies worked for BP in the late 80s and told me that the company made more money selling chips, pop, etc. than doing oil changes!
Well Dan, we were lucky to have grown up-come of age at the end of an era.
Why we all keep coming back to this blog,lol.
I remember so well, my mom pulling into a Sohio station ( especially the one on 58, by Milad Chevrolet), for"a dollar's worth of Boron".
Also, I remember having a crush on the Sohio Girl from the early Seventies.
I worked in a Sohio gas station when I was a young fellow and I don't recall us ever having to make good on "you go or we pay the tow."
IIRC, Boron (the higher octane fuel) included a bit of what was called "dry gas" to keep ice from forming in your fuel lines. I had a Volkswagen that would invariably freeze up if you didn't add a can of dry gas to every tank of gas. Doing so was cheaper than buying the more expensive fuel.
Love the old SOHIO signs, gas brands and commercials.
I seem to remember actor Gary Burgoff (M*A*S*H's "Radar") being a SOHIO/BORON TV spokesman in the early '80s. Ring any bells?
You’re right, and you can watch one of those commercials right here on YouTube as part of a collection of Late Night Ads on WJW in November 1989:
https://youtu.be/XxyQ0RnYMoM
Dan, Sohio was known as Boron in Kentucky.
We know that Sohio was taken over by BP (British Petroleum). But did you know that Lorain native Ross Pillari (LHS Class of 1968) became the CEO of BP America?!!
I grew up in NW Ohio and remember the unique sound while I listened to WSPD AM 1370 on days we were snowed in no school. It always fascinated me at age 10 how they made that sound . Having moved to the south permanently nobody can understand how fuel can freeze Good memories Sohio no fuel line freeze up.
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