Friday, July 30, 2010
Creative Excellence Fridays - Put a Tiger in your Tank
Today on Creative Excellence Fridays, as you get ready to fill up the tank for the long weekend drive, we look at gasoline marketing.
Now that BP has managed to finally plug their public relations nightmare in the Gulf, gasoline marketers can go back to re-establishing their image in the minds of consumers.
Gas station marketing has evolved quite a bit over the years. The early days saw uniformly well dressed men shining your car and giving the kids suckers. I recall as a part time gas attendent in the 70's a manual that specifically stated "You must keep your squeegee clean and wash the windshield, headlights and tailights in clockwise fashion".
When gasoline advertising started there were no televisions in the home, so marketers resorted to in theatre advertising. Here's a cinema ad from 1938.
We move ahead to the 1950's with an ad that would jump right out of MadMen. Jazz had reached its' peak and was now being reflected in films like Blackboard Jungle, and of course, commercials. (Art directors will love the graphics and animation in this spot)
Ahead to the 1960's now to see Esso putting a Tiger in your tank. And who can resist full colour scenic placemats for 19 cents with an 8 gallon fillup!
I remember watching this commercial as a kid in the 60's and thinking, "he must go through a lot of pants!". I I think it holds up well even today.
Todays gasoline marketing commercials are mostly feel good, institutional messages telling us how much progress they've made saving the environment. But here's one from 1997 that manages to leave you with that warm and fuzzy.
That's it for this week. As always, your comments and suggestions are welcome and encouraged.
Have a great long weekend.