Wednesday, December 16, 2020

Hawkins Chevrolet Campaign – Dec. 1950

If you’re a fan of the various home remodeling shows on television, you know that the ‘big reveal’ at the end is the highlight of the programs, where everyone oohs and aahs over the changes that took place (hopefully for the better).

Well, decades ago, the 'big reveal’ concept also applied to the annual unveiling of eagerly awaited new car models. 

Of course, giving consumers a new look at the latest version of their favorite vehicle is still a big thing. The enduring popularity of the Cleveland Auto Show is testimony to that. 

But back in the 1950s, the process was done in a more quaint manner – in this case, a newspaper teaser campaign designed to get the potential buyer into the local showroom.

Below are a few of the ads that were part of the Chevrolet campaign back in late fall 1950. The tall format and use of cartoons was designed to attract attention and build anticipation. The first ad appeared in the Lorain Journal on November 30, 1950 and the second on December 5, 1950.

Finally, on December 8, 1950 this full-page ad appeared in the paper, on the eve of the big event.

E. J. Hawkins was the owner of Hawkins Chevrolet. According to his 1956 obituary in the Chronicle-Telegram, he had come to Lorain in the 1920s and opened his dealership. 
(I wrote about how my mother remembered trick-or-treating at Hawkins' stately home in the 1930s back here. I also wrote about how he sponsored the Hormel Girls Drum and Bugle Corps as part of the Chevrolet Caravan in Lorain’s 1949 Santa Claus parade here.)
Hawkins sold his business in the mid-1950s to Bob Beck (subject of a post last week).
at

3 comments:

  1. BusterDecember 16, 2020 at 11:51 AM

    The teaser ads are great!

    ReplyDelete
  2. RickDecember 16, 2020 at 10:15 PM

    Interesting. I have an old ad for Hawkins Chevrolet from 1925 that shows the dealership at 2158 Broadway in what used to be the old Board of Elections Building. That's pretty much across the street from Bob Beck Chevrolet. I wonder what year Hawkins moved across the street --- or perhaps the dealership occupied both sides of Broadway. Perhaps a little city directory research at the library?

    ReplyDelete
  3. Dan BradyDecember 18, 2020 at 8:54 PM

    Hi Rick,

    I checked the available directories at the library as you suggested. There are a lot of gaps.

    There was no listing for Hawkins in the 1924 book. The 1926 directory had the Hawkins Motor Sales Company at 2150 Broadway. The 1931 book had the address as 2158 Broadway. It continued to be listed at that address for several years in the 1930s.

    Beginning in the 1942 directory, the 2158 Broadway address was joined by an additional Hawkins listing, 2131-51 Broadway which was for his used cars. (In the 1937 book, the 2131-51 Broadway address was for another car dealer, Bender & Platell). So it looks like you are right, Hawkins was on both sides of Broadway for a time.

    Finally, in the 1947 directory, Hawkins was only listed at 2147 Broadway – the address that would also be used by successor Chevy dealers Bob Beck and later, Al Poklar.

    ReplyDelete