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!
