I have long enjoyed collecting historical ads of the Volvo 1800 and have a significant number. Also, dealer and factory brochures. Add to that, road test articles written over the years, starting at the very beginning of the production run. To me, these are a snap-hot in time.
Here’s a really attractive looking early Volvo 1800 … in this case only serving as eye candy for this advertisement. Reduced to nothing more than a prop in the background. But what an image of this car! This lovely looking Italian inspired design had just been introduced to the world when this ad first appeared. My guess is this Marlboro ad dates from the Fall of 1962. The Marlboro Man is draped on top of the door sill, while still managing to look comfortable and casual.
Rather than the ad agency using a factory provided new car, it appears this P 1800 was someone’s legitimate daily driver. Clearly visible are service stickers on the inside of the door frame. It looks like a Castrol Oil service sticker, commonly applied to remind the driver of oil change intervals.
This ad was created by the legendary Chicago Ad executive Lew Burnett. The Marlboro advertising campaign is said to be one of the most brilliant campaigns of all time – running from 1954 to 1999. The use of the Marlboro Man in had a very immediate effect on sales. In 1955 when the Marlboro Man campaign first began, sales were at $5 billion. By 1957, sales were at $20 billion, representing a 300% increase within just two years.
The images initially featured rugged men portrayed in a variety of roles, but later primarily showcased a rugged cowboy. The cowboy wasn’t the only rough-and-tumble image used to sell the brand. Over the next decade Burnett experimented with other manly types – ball players, race car drivers and rugged guys with tattoos.
All the ads worked well – but this is the only Marlboro Ad featuring the elegant Volvo 1800 and remains a favorite of mine.
By Dale Ridings