Cars of the Endless Summer
And the Hot Ads That Sold Them
Many of the print automobile advertisements of the 50s and 60s are aimed squarely at a population that was spending like never before. The war was over. That Baby Boom was on. Between 1945 and 1955, Americans bought 75% of the cars and appliances on the planet.
Focusing on the hottest vehicles in the hottest months articulated passions that needed no introductions. The Madison Avenue depicted in Mad Men (2007-2015), shifted into overdrive for most of these depictions. Fueled by three-martini lunches far from their suburban driveways, they shared a lusty petroleum power fervor.
Sex sold. That was nothing new. Add body heat to the equation and their imaginations spun off the tracks. They conjured pitches and images that would fill the large, slick pages of publications like LIFE (1936-1972)1 and LOOK (1937-1971). Cool cars, hot passengers, luxury in the sun were the order of a day that produced depictions of Detroit’s hottest carriages and starred them in unbelievable still lives.
Buckle up. Time to ride into the sun in a time of fantasy, of sand and surf, of power brakes and steering. The medium is the message, and the message is, let’s get away from it all and look good at the same time.
Have a beach blanket bingo in a 1958 Ford Fairlaine Skyliner. Says the copy “Take an extra week’s vacation on what you save.” Base price $3,059. Today’s price, as high as $49,000.
The 1954 Triumph T.R.2 was only produced from 1953-55. Only 8,636 were produced. In 2011 ther wre 377 licensed in the UK and 1,800 in the U.S. Base price $,2,498. One in excellent condition today could bring $48,500.
The 1960 Ford Thunderbird (aka “Square Bird”) a hard sunroof that could be packed in the trunk. Two were constructed of stainless steel for the Allegheny Ludlum Steel Corporation top showcase the “decorative use of stainless steel” and valued at $35,000 apiece.
Fine print: “The 1969 Camaro is closing the generation gap. Fast.” Four wheel disc brakes offered for the first time on the Camaro Z28. Can be had in 2021 for between $17,000 and $38,900. Original base was $2,726. This ad kind of looks like a concert where mostly guys show up.
The 1966 Fiat 1500 Cabriolet Soft Top, Hard Top, Dotted Bottom.
How does Dad get Mom to the yacht? Why, in a brand new 1960 Pontiac Bonneville Convertible. Originally $3,255. 2021 price, around $32,700.
Once again, we are where the boys are. The 1959 little red Corvette was a bit pricey at $3,853. In the new millennium they have sold anywhere from $18,000 to $126,000.
Finally, an ad with no leering guys. The first edition 1964 1/2 Ford Mustang, perfect for secretaries, airline stewardesses, and folksingers. Base: $2,320, today anywhere from $18,000 - $34,000.
It’s the summer before the Summer of Love, The Beatles Revolver comes out in August, and Chevy is using a “research computer” to write this copy. Chevy produced the Corvair 1960-1969. In 1965, Ralph Nader published Unsafe at Any Speed: The Designed-In Dangers of The American Automobile, putting a public damper on the Corvair.
The 1966 Corvette is perfect for a picnic. Try not to litter. Base price $4,084. Only 27,720 were made. One was sold to Neil Armstrong who had a picnic on the moon. A similar vehicle in incredible shape could go at auction now for around $70,000.
The Lonely Surfer but probably not for long. The 914 from , the “Surf Porsche” was part of a campaign that included “The Sun Porsche,” “The 29 mpg Porsche,” and “The City Porsche.” Suggested 1973 retail, $3,595.
The call of the wild, the Jaguar E-Type roars. North Americans would know it as the XK-E. The copy actually talks about the automobile. Enzio Ferrari described it as “the most beautiful car in the world.”
The family on vacation in a 1953 Chevrolet Bel Air in Monument Valley with no air conditioning. Sassy! And Sexy!
One more Corvette Sting Ray 435 HP, from 1967. A blue one sold in auction in 2017 for $675,000. Base price was $4,388.
LIFE began publishing in 1883, shifting to weeklies and specials over time up until the year 2000. 1936-1972 refers to a select “golden age” of weekly issues known especially for it’s photography.