Car Ads – March 1966

Buying a new or used car these days is a lot different than it was back in the 1960s. Today, most people probably shop online first, comparing deals and deciding on what make and model they prefer, before they head out to a dealer.

Back in the 1960s, however, the newspaper still played a major role in the selection process.  The automotive manufacturers such as Ford or GM placed national ads in the Journal as part of a coordinated marketing effort and to maintain the integrity of their brands. Thus the ads in the newpaper supported and reinforced the themes of the TV and radio commercials.

At the same time, however, local dealers did their own thing. Even though they were affiliated with a specific brand such as Pontiac or Buick, they often came up with their own advertising ideas. Looking back at these ads can be fun, as they're all over the place, creative-wise.

Anyway, here's an ample sample of some local dealer ads, all from early March 1966.

Dave Campbell's Lorain Chrysler Plymouth seemed to have the most corporate approach.

March 3, 1966

And these two Pontiac dealers – Ray Faro and Llewellyn Pontiac – both used little car illustrations. I like the map and depiction of the sign in the Llewellyn ad.

March 7, 1966

March 7, 1966

But here's where things get a little more freewheeling. 

Sweeney Buick & Opel was apparently aware that secret agents (such James Bond, Agent 007) were pretty popular in the movies and TV shows. So the dealer promoted its own Special Sales Agent 009 in its ads. The first one is kind of cute with its trench coat-wearing spy with an eye patch and adoring girls. The second ad is a little more bizarre; it looks like some old, smaller ad was just plunked down on the layout.

March 3, 1966

March 7, 1966

Gary Motors – always a strong believer in advertising over the years – used what looks like a piece of Harry Volk clip art as the basis of its ad. (We had a whole collection of those clip books at my old job, all left over from the 1950s and 60s, which I happily used in ads that I was designing in the 1980s!)

March 3, 1966

George May Ford – another strong advertiser – has a virtual cornucopia of clip art in its ad. The concept of night service appointments is a pretty good selling point, though.

Lastly, this ad for Dean Phillips Motors cleverly includes a 'Dean's List' of quality used cars. The little nebbish wearing the mortarboard is kind of funny. He looks like a rolled up diploma himself!