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HENRY T. EWALE, ADVERTISING MAN

'fi’mais For The $339!“ of M. A.
MECHEGAN STATE UNEVERS'i'I'Y
waen 5. Amer?
19522"

 

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126

HENRY T. EKALD, ADVERTISING RAH

BY
Steven S. Arnett

A THESIS

Submittéd to the College of Communication
Arts of Michigan State University in
~ partial fulfillment of the re-
quirements for the degree
of
MASTER OF AflTS

Dcpartmont of Advertising
1962

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A C KNOWLEDGE £557??? 3

The writer gratefully acknowledges the generosity
of Mr. J.J. Hartigan, senior vice president of
Campbell-Ewald Company, in the preparation of this
thOllle

Not only did he make available a veritable treasure-
house of correspondence, personal notes, and other
nenorabilia of Mr. Eusld filed in the Company’s library,
but later went a step further and presented the entire
collection to the University Museum. It shortly will be
ready for study by MSU undergraduates, researchers, and
graduate students interested in advertising.

Sincere thanks so to Professor John Crawford,
chairman of the Department of Advertising, College of
Communication Arts. for his patient and generous advice
and help. Without them this thesis would not have been
possible. ..fi , .

To Miss Elizabeth Smith, librarian of Campbell-
Euald Company, and her staff goes the writer's deep
gratitude for her gracious and untiring aid in
assembling and indexing the valuable collection of
material presented to the university by her company.

ii

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CONTENTS

ACKNOWLEDGEMEIWS eeeeeeeeeeeeeeeee
CONTEZ‘FTS eeeee'eeeeeeeeeeeeeeeeeeee
ILLUSTRATIONS ........;.......J...

FOREHDRD 0.0.0.000...OOOOOOOOOQOOO

Chapter

1. .Childhood and Early Years ..
.II° eInto The Agency Business ...
III. The Later Years ............

“PENDIII COOCOOOOOOOOQODOOQOOOOO
APPENDIX 11 OOOOOCOOOODOOCOOOOIOOO

iii

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iii
iv

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o d e e e e P 0 I e a e O O O o .
e o J O O D It 0 e o a e s e . ,. o s o 0 e e O p .
0 O 0 e s e . 4 o t o s e e - o O O Q
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ILLUSTRATIONS

'Figure

1.

Henry, (arrow) a pupil in the old BishOp
SOhOOl, Detroit, in 1896eeseeeeeeemeeefi

2. Henry, the demon messenger boy with
De & C. Lines..........................
3e Th9 famous De & Ce Frog..................
h. Henry, at the age of 20, when, in 1905,
he founded the Detroit AdCraft Club....
5. Some of the magnificent boquets Henry
received on the 30th anniversary of the
founding of Campbell-Ewald Company
surround him in this photo taken in his
OfinC in lghleeseeeeeeeeeeeeeeeeeeeeee
6. Typical full page advertisement for
Henry's first large account, Hyatt
R0110? Bearing COmPBDYeeeeeeeeeseseeeee
7. Discussing ad cepy with clients H. M.
Carroll and Alfred P. Sloan, Jr., of
Hyatteeeaeeeeeeeeeeeeeeeeeeeeeeeeeeeeee
8e Early ChflVTOlOt Advertisement............
9. Henry receives the highly-coveted Gold
Medal for Distinguished Service to
Advertising............................
Plate
1. One of the first advertisements using

color was this Hyatt Roller Bearing
Company page, published in the

Saturday Evenigg Post of October 7,

.COIOOOOOOOCOOOOQQQ‘O.Q....OOOOOOIOI

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Flats
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III.

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Era of Campbell-Fwald Company's first
Euick adrertisewrnte. It was
published in loading magazines in

mm
l9ac................................

a car for ?§?Sl An early thevrolet
advertisement released shortly after
Carpbell-hwsld secured the account

in IQZE.............................

A 1322 advertisement for the
Cldsmobile Eight Super—Sport........

In 1923 a closed car was something or
a curiosity.‘ This copy dealt with a
once-famous six, The Oakland........

First of a series cf Furrouybs
advertisements published in lfiah....

Liyhth of the hurrouwhs series of

192k................................

Cadillac advertisement of l?£L. This
piece of’copy'uas cited in Frank
fiewscne, Jr.'s book "They Laughed

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‘efl'zen J. Slit F-cwn."...................

This heleo-Kemy cogy won an award in
the 1935-‘37 Exsibition of advertisw
13f: PhOiOA;“TEth. (jit‘zica;"o............

In 1931 this spread in the gaggrficz
eveningAficgt featured the first 459
of sold infi in an autcnctive
advertisement.......................

fhis famous advertisenent won
fidvrrtieinq & Srllin“ Mavarine's
grea’ grime for outstandinr them:
when first released in 1933eeeeeeeee

 

Illustrative of new use of larre
phc o rafiu3 is this spread which
won an award in the 1936é'37
Exhibition of Advertising Photo-
graphy, Chicago................eee..

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XIII.

XIV.

XVI.

XVII.

EVIII.

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EX.

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his D9100 masaago Hon tho Gold
Mmasl Award for 00py from Erintad
Salaafianahia Magazino in Iquoooooo

In the dark 69?: of world Her 11 this
capy for General Motors was cited
by 5dv«r§isina_A{p an a moral.-
builder-cocooooooooOOoo000000000000

An advartisamont or a cutie: tar .
Chevrolet that won firat prize for
copy in woman's magnzinoa for lfifo.

Illustrative ot-uu or largo art in
EPUCK OO?’0000goooooooooooooooouooo

An advertinomunt for Champion Papor
which, unfortunately, lanes much or
it: beauty and selling power when
printed in black only. II in tail
llluatrfltlonoo0000.00.00.out-coo...

One of Gampball-Ewald Company's most
outstanding adVartiacmentl. It
adroitly t0&ms tho fflmCUI road-
rucing Chevrolet of another day

with the slack and ainucua Corvette,

pace-getter Cf th fledflrnlooooooooo

This bill-flattens? cory of IQSS was
chosen by Julian Eutkina for
incluaion in his book, “Tue 100
Croatcat fidVEPCLSBmfintlofitooonoocoo

The space t;« was never bettor illus-
trated than in this Eurrougha capy.

Smooth blenflinq of selling powrr and
public rem tionn is accomplished
in this Detroit Ediacn «egy........

Striking example or the "soft focus”
affect, achieved in ghntcgrhphy
either throurh use or a soft focaa
lane or by diffusing threw-h a
acraan. Note absence of any
hardness or sharp dclincationa...oo

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XXVI.

iYVII.

A convincing story told with 35 words
and a i'iictlli‘fiooooooooooocoon-0.0000.

Intriguing treatment, with all coyy
blending into a coarse acrean.....o.

Copy that promotes 3 names of ooourity
on tho part of readers walla indol-
ibly stamping the nuxe of a famous
manufacturer in tueir minds.........

Six union. 331115? propositions of
Firestone or. udroitly presented

hero...........................oo...

Quaint illustrations and forueful
copy appealing to the vacationer
who Hunts to see EurOpa at low cost.

vii

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132

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111233! T. «wALD. ADVERTISING mm

FOREWORD

. From the corner or Detroit's Rivard Boulevard
and Vernor Highway to the intersection of Crooks and
Long Lake Roads in a distance or about 20 mileec

In horee-and-buggy daye. it has a drive of_a
few hours, along tree-ehaded roadways. past cool,.
inviting old homee. nestling far back in broad, green,
butch-cut lawneo

Today. it the traffic lighte are favorable and the
driver in in no hurry. it requiree eomething under an
hour and travereee an area that in truly big city, the
eeaence of metropolitan life .. Detroito'

Detroit. with ite endleoe streame of automobiles,
surging rivers of steel and chrome. leather and glaze.
rainbows or hurrying reds. greens, blue: and all the
eolore in between. Detroit. roaring motor capital or
the world.

Detroit. where 20 miles means a more nudge or the

throttle. a couple of turns of the steering wheel. and

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toe-touch to the power brake. A short. quick trip
indeed!

On April 20. 1885. at the intersection of Rivard
Boulevard and Vernor Highway (at that time Prospect
and High Streets), Henry T.,Ewald was born. Sixty-seven
\years later he died. He lies in White Qhapel Mausoleum
at Crooks and Long Lake Roads, about 20 miles from the
spot where he came into an easyogcing, unhurried,
unwcrried.world.

Detroit. literally. was his life. There he was born,
lived_practically all or his days (excluding a short stay
~in South Bend.-Indiana, with studebaker). became wealthy
hand‘tamous. and died. In Detroit he lies buried, as was
his wish. I

Detroit was generous to him and he demonstrated his
gratitude in a host of ways. Virtually every forward move
the city made bore some mark of his support and partici«
pation. He and Detroit 'grew up“ together. and he loved
his parent city with every fibre of his being.

Although he travelled to the important countries
or the world and, of necessity, spent much or his life
away from his native city. he always welcomed the cppor-
tunity to get back.

It is quite apprOpriate that the corner lot on which
his original home stood should later have become the site

of a gasoline service station. For automobiles (together

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with a host or other dynamic commodities) and hoary T.
Ewald were to become inseparably associated.

One of his grandsons. when a small boy and thrilled
over the fast that a service station now occupies the
corner where his grandfather's hone once stood. remarked.
with greater pride than accuracy. ”My grandfather was

born in'a gsszatation"!1

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la. F. Field. Item
Detroit. February, ~

  

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CZLRPTESR I

CHILDHOOD AND EARLY YEARS

Henry Charles and Theresa (Seifert) Ewald were
extremely proud of their children and were overjoyed
when their new con and third child arrived at the
family home on the corner of Front and High Streets on
April 20, 1885.

In fact, they were so proud they christened him.with
no fewer than six given names; Henry, Theodore, Julius,
William, Frank, and George. The reason, the boy later
confided, was that many of his parents' close associates
wanted to be chosen godfather.

The possibilities were practically unlimited, since
the elder Ewald was an active member of Germania Lodge,
Knights of Pythias, Concordia Society, and Knights of
Honor. Henry tacetiously contended that his parents'
restraint, despite the six names, was highly commendable.

_ this burden ct names, however, was soon lightened to
Henry Theodore and, eventually, as the boy reached school
age, simply to Henry., As the years passed and Henry became

easier the most-outstanding businessmen and civic figures

h

of America, his closer associates knew him as "H.T."

His parents were Germans who immigrated to Detroit
from their native Mecklenburg. Both were industrious,
courageous, and forward-thinking. They loved their new
homeland and their adapted Detroit and made every effort
to demonstrate the sentiment. A Detroit newspaper said
of the elder Ewald,

”Henry Charles Ewald was a well-known

citizen. For a number of years he was em-

'ployed at Gies's, but later went into the

confectionery business on Gratiot Avenue

near Chene Street."2

while the elder Ewalds provided well for their
children, young Henry showed an early inclination toward
independence and, when a pupil in the BishOp School,
decided to pay at least a part of his own way.

In 189h, four years before completing grammar school,
he began his business career as a newsboy, delivering the
Detroit Abendpost.s Although this paper had a large cir-
eulation among_Detroit German readers, young Henry soon
decided to extend his operations to include English lan-
guage dailies.

Delivering newspapers brought him into constant contact

2Detroitjree Press, April 23, 1912.

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with’inflnentisl people'and opened" a host of new avenues
for satisfying his'thirst for facts on every possible

subject. His was an acquisitive and retentive mind.

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' Fig.3.. «5 Henry (arrow), . pupil-”in the old
Bishop school, Detroit, in 1898.

Although he was intensely busy from morning until
night, a. «scam with m. education-fos- . em. and
omlplet'ed‘twoiye'ars Tor high «no.1 at,'_netro1t'. Central
high. In, 1”?» left school, but 33‘ years later was
awarded“ honorary high school diploma; “” " ' ‘
His German background and associations served him

$11,.“ «1...: his “first-Jobs waauj‘vith the fleeing-

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housen Coffee Store as a combined coffee-grinder, de-
livery boy and all-purpose roustabout.

‘ in l899, as a lad of lh,‘he landed his first full-
tile job. It was with the Detroit & Cleveland Steamship
Companyg(D. & 0. Lines) as a combined clerk and

messenger. That he took a keen interest in his work is

clearly indicated in Figure 2.3

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HEN]!!! FEWALD mum 0F m2 OAMPBELL£MLD 00..
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Fig. 2. Henry, the demon messenger boy with D.'& C.

._-_. “AA A L_— A A

3Automotive Daily News, Detroit, lovenber S, 1926.

 

 

 

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Five years later, still in his teens, he had
become its advertising manager.' With D. & C. Lines
he began building a reputation for originality of
thought, a flair for the catchy phrase, and an uncanny
ability to capture the attention of those to whom he
wished :. ..11 his ideas.

In Henry's agile young mind a vision began taking
shape - a vision of a great city -- Detroit. He
tensed that fabulous developements were in prospect
for his home town and that the best means of acquaint-
ing the world with the facts was through advertising.
3o, shortly before Christmas, 1905. he gathered a
group of kindred thinkers into a room in the Wayne Hotel
and sold them on an advertising club, where ideas could
be exchanged, plans co-ordinated and objectives deter-
mined. The result was the Detroit Adoraft Club, one of
the most active and respected groups of its type in
America. Ironically, Henry was too-young (20) to serve
as its president (according to the bylaws), but since
its first meeting he has been.regarded as the guiding
light in getting it away on a long, successful voyage.
He later was chosen secretary, treasurer, and president.
Each year at the clubis annual banquet Henry is honored

as the founder and “father."

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Shortly after getting into the advertising depart-
ment of Du h‘C. Lines, he produced one of his first
advertising nesssges - an announcement folder. In a
yellowed and brittle clipping from a Detroit newspaper
of about 1905 appeared this mention!

A striking folder card announcing the
formal opening of navigation by the D. & C.
line has made its appearance. On the front
is the new Steamer City of Cleveland, rush-
ing through.the water, headaon. - -

At the point of the how the card is di-
vided and opens outward, and on the inside is
seen a cross-section view of the new ship,

'showing all the features, including the -
electric elevator.

0n the back of the folder appears the D. h
C. frog, floating in the open lake on a log.
An added touch of realism is imparted by
carrying over the smoke trail from the .
streamer. so that it floats in a base in the
distance. The folder is the idea of H.T.
Euuld and its elev rness is causing.luoh
favorable comment. e .L .

A leading newspaper of the time (t hen as now),
described Henry as one 'oftthe brightuwitted men who
are perpetually sounding the praises of Detroit and
her prod uots,”5 when referring to the founders of the
Adoraft Club.

under the title, "An Advertising Genius," another
publication of that are said of him:

Henry T. Ewald, advertising manager of the "

D. &.C. Lino came up from Detroit in the m
Mackinag Sunday night, accompanied by a friend.

*4 _

hundated clipping in old scrapbook.
ggetroit Free Press, August 18, 1907.

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They went to the Island and spent e
pleasant time 'round until yesterday
' morning when they returned on the —
Al ens.
tr. Evald's ingenuity and fertility
of ideas furnish the numerous and
.attrsstive oddities in the publicity
work of the line. His inventions are
.ts quaint egd apt as they are original'
and unique.

And. in—later years. after he had achieved success
end recognition.in the-advertising business. he still -
retained his Pumkieh flair for the original. the unusual
end the intriguing. 'An example is furnished in a news-
peper item:

His friends.ssy that he uses his suseess q
to the fact that he gets a lot or ideas.
That's probably true of s lot of us. whether
we are in the advertising business or not,
but the that remains that Henry thought up
a corking stunt recently, when a small party
use given st the hole or Jerome H..Remiek in
celebration of the fifth anniversary of Osip
Gdtrilowitsch's coming to Detroit.

Henry thought it would be a good idea if
all the guests would equip themselves sith
collars such as our distinguished orchsntra

-. leader effects. 'This was done. and the effect
on the guest of honor was startling. Under.
eised guests looked a good deal like niniature
orchestra leaders and Ralph H. Booth, who
carries-Just about the se-e.noble proportions
as the conductor, resembled, it is said.

4 Gsbrileeiteoh ore thsanehrilouitsch resembles.
Gabrilowitsch.

A_._..— A L.L_.L____ AA ‘ L_ A... AA A... .4.—

“ 6St. Ignace Enterprise. September 1. 1905.
7Detroit News. January lh, 1923. h

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Henry indicated early an interest in all things
mechanical. The printing presses of the big Detroit
dailies fascinated him. Many of his friends expressed
the thought that, in all probability, his early
associations with publications gradually influenced his
decision to enter the advertising business.

‘”Uatohing those marvellous presses pour cut their
millions of.neseages makes a nan tingle with excitement,“
he said. ”You have to admire the people who invented
and perfected than; and you have to admire the men who
run them. These presemen are geniuses at their work.

I think they are doing a great Job and are helping greatly
in keeping our economy moving. Ever notice what a nice
team a press and s pressmmn makes? When the press is
running properly the pressman doesn't have anything to
lorry cheat. But when something goes wrong, he moves in
and proves his worth. 'Gccd non often are at their best
'ihen the going is worst3“3r

Especially“uas.he interested in the various processes
and mechanics of the graphic arts. ‘This also may have
influenced his decision to become an advertising man.

In a revise or his life. a large newspaper recounted:

 

‘.—- '—

8Conversation with the writer, l9hl. in Los Angeles

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One of his first errands in the humble
capacity of messenger was to carry a zinc
etching to each or the Detroit morning papers.

It was a sine etching of I boat. Henry would
look at the flat pieces of metal and wonder by
what miracle they would take the form of a
'ehip at see when the printing pro ass was complete.
hewas so curious about the mat or that he re-
mained up all one night until the first editions
came off the presses. When he arrived home he
pltiently explained to his mother the reason for
his tardiness and snowed her the boat in the news-
paper, sailing along majestically in a see of
white print paper.

The purpose or the boat was to advertise the
maritime virtues of the fleet comprising the
Detroit & Cleveland flavia zation Company.: Not long
'after, denry was down at the foot of Third Avenue,
working for the steamboat peOple.. ~

That vivid imagination that later was to make
him I leading advertiser and publicist, was given
plenty of play down there. gYou can have pretty
long, broad thoughts when you're coming in con-
stant contact with sky and water.

Henry is generally given credit for the use
of those huge g sen frogs as a symbol for life on
the ocean wave. (Firure 3). '

Time hurried along for Henry and before he knew

it his years with D. k C. drew to an end. So well had

he performed his advertising work at the steamship line

that Officials of another‘rorm of transportation --

automobilbe-u asked for his services.

In 1909 he was asked to become assistant adver-

tising manager of the Studebaker Corporation. Here

was an assignment entirely to his liking. Studebaker!

The'very word breathed of pioneers, of hardships over~

cone,'objectives reached. A fine old company, highly

Qgetroit news. January 10, 1953

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respected for its toned; thauat. -- products that
were sturdy, glsnorous and sppesling. Henry grabbed
the otter enthusisstieelly, despite the feet thst it
meant he nust lesve his hone town and go to South
fiend, Indians. After s11, South Bend was s fine town,
too. His stay was brief. ' .

Roy Pelletier, s fsnous, fired-up, hippodrome type
of onerstor, headed sdeertising nor Studebaker st the

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Pig. h. -- Henry, at the age or 20, when in 1905,
he founded-the Detroit AdOrstt Club.
of s consistent and continuous nature were necessary.
Pelletier asked for, and got, Henry as his assistant.
' Studebaker, in addition to its own sales pregran,
held s contract to sell the output or a Detroit unnu-

tscturer headed by three well-known automotive figures

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15

of the time -- Barney Bvoritt, William Hetzaer and
Walter Flanders (B-M—F).

{Pelletier and Henry produced oopy,for Studebaker
end E-M-F_thet eontributed.atongly to continued exoele~
lent sales of both ears. A ehort time lster J. P. ‘
Horgen e Cowpeny_purehaeed the entire E-H—F organization
in s $25,000,009 transaction.

. Under the new management it needed an edeertieing
Inneger. Bonds of the company decided nobody could
possibly do a better job than Henry. in View of his
solid edvertising beokground and close nesoeiation with
the compeny. thuse offered the edvertising manager-
ship of R-MBF and took it without e Iinute' s delay.

Not only did it present even greater opportunities for
him to utilise his shilitiee, but it.neant returning
to Detroi'tl. _ ' , ‘

He remained nith E-fl-F until 1911. absorbing
every possible item of‘informntion about the automobile.
Those were delightful daye for Henry. Here he was, oe-
sooieted with I company producing a dynamic product
that trovozioe at bighfepeeds (for those coyo) and took
people where they ganted to go; I

The E-MBF ads, in its time, a popular automobile
and by no mean! deserved the title of "Every Morning

Fixit' that some wag hung on it.

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One of the moat popular means of getting publicity
and favorable reaction to a car in the 1900-1910 are
its through toura. Reade were so poor, generally speaking,
in those days. that any car, able to withstand them for
long periods and under the fearful conditions obtaining,
deserved public confidence.

The idea had been presented long before Henry joined
E-MBP, but be utilized it to the fullest extent in his
new Job or advertising manager.

One of the notable performances of the 1910
season. from a touring etandaoint, was the path-
finding trip of an E-M-F "30 car, which laid
out the route for the Muneey historic Tour....

The route selected ran from Philadelphia.
through fleet Point; Boston; Portland, Maine;
Burlington, Vermont: Saratoga; Binghampton;
Harrisburg. Pennsylvania; and Frederick. nary-
land to Washington; and the eminent aucceel
of the tour which followed the trail blazed
by the pathfinder, showed the conscientious
work done by Pilot Harry M. Ward, of Washington,
and the efficient nature or the sisviee given
by the vehiele which carried hhn.

This historic E-M-F event. which.was but one of
the many taking place during Henry‘s tenure as advertising
manager, evoked unstinting praise from a feature writer
who travelled nith the tour and reported it fully.

...it vaa neceseary to travel steadily,
day after day, for headquarters was waiting
for the data, information and reporte which
the party was making on all the country tra-
versed. This constant travelling in wet and

_A L _. _. A. __.

w _ H“ '— ~W ‘V

1°Muneey Tour Pathfinding. Jun.. 1910.

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, dry weather brought forth cautions from

friendly acquaintances along the way, who

- declared on more than one occasion that the

Such

roads were in such condition that the car
would not be able to get through.

In some or the woody districts. where the
sun never had a chance to penetrate, thick
mud was found and the road was filled with
small ponds. The bottoms of these were so
soft that many cars had been stalled there.

rThe pathfinding party. however, never was
delayed once for this kind or work and plunged
on ahead, making every night control at which
we aimed.

In one of the darkest places in the woods
the roads were not only muddy, but the mud was
very deep. Great furrows where heavy wagons
had mired were the only places where the ears
scald run. He passed a big machine. one or the
nest expensive makes, coming slowly up to meet
us. As we slipped by, the chauffeur shouted to
us. "Find a path through there.” He pointed .
back and smiled. We soon found what he meant.

A quarter or a mile beyond was a big pool "
taking up all the road. On one side were two
high-powered machines stalled in the mud. '
Their passengers were out on the side of the
road; standing on plants. while the drivers were
rigging up boards to give the cars come leeway
to get out of the mire.

‘ They hesitated as we came driving up and
looked at us asznuoh as to say. ”Here's another
one stuck.” To the surprise or those who didn't
know the capacity of the E-MhF, we plowed right
through and sped merrily down the road, leaving
the other cars to get themselves out.

- It was an object lesson to the owners of
those cars that not in high price alone doth
aerit lie, but in the brains and skill with
which a car is built.)-1

This was sweet.musie to Henry's ears, and no wonder.

copy'was not paid advertising. but free publicity -.

 

11?. J. Byrne. The Philadelphia Times. June 15. 1910.

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18

news that could not have been bought at any price, yet
of such general interest to the public was the motor

car and its capabilities that leading newspapers printed
columns about it. ‘ '

Not all of the reeds presented such fearful driving
conditions. however. On the macadam roads in certain
areas the pathfinders reeled off as high as 35 and no
miles an hour. «

The road led us from Philadelphia to West Point,
then through the Berkshire Hills and down the Conn-
ecticut Valley to New London. From there we fol-
lowed the Sound to Narragansett and Providence.
and took the road into Boston. Portland was our
step fartheet east and Isle LaMotte. at the upper
end of Lake Champlain. the farthest north. .

, It is a beautiful country, but let no one think
that it is simply an easy touring country to pass
through. It is true that there are some beautiful
roads, treated in the moat scientific manner pos-
sible. until it is a delight to ride on them.

But there are other stretches of the route,
where. for mile after mile there is nothing but
a monotonous succession of bumps. an endless array
gglgaterbreaks. and some of the most heartbreaking

Ie

From‘Burlington up toward the Northern reaches
of Lake Champlain. the roads were found to be in

. exceptionally bad condition. It had been raining
hard the night before the pathfinding party
started out. and the roads, which were already
rough had been made slippery. The car rolled

lfrom side to side of the road and all the men re-
ceived a good shaking up.

» Over that part of the route which lies between
Lake George and Glenn's Falls (now Highway H. I.
:9)... the E-M-P car iged like a bird. reeling off

30 miles an hour....

Glamorous as was the E-M-P event. it was by no means

the most gruelling. Five years previously, Dwight B.

12Ibid

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Russ and T. R. McGargle piloted two 1905 model Oldsmo-
biles from New York to Portland. Oregon.

They battled staggering obstacles. ranging from
unbridged, raging rivers which they were forced to cross,
to raging horse-owners whose animals they frightened and
whom they were forced to placate.,'

More than a quarter-century later Hues again took
"Old Scout" over the same route and millions of interested
readers followed his progress in the newspapers.

The trip was made as a public relations stunt for
Oldsmobile. which long before had become an account of
Campbell-Ewald Company. thry took great pride in the
public acclaim.gained for the veteran.Gn Division.

FThis second trip.” said hues to his passenger (the
writer) while crossing Nebraska. ”is not as rough as the
first one by any means. but it has its bad points. One
of them is that every Tom. Dick and Harry on the road wants
to pass. in order to see what sort of car this curved-
dash model really is. _

"'And when they go by. as you can see, they throw
gravel in every direction. especially in my direction.“
(The roads. while much better in the 30's than in 1905.
still were gravelled much of the way, particularly in the
flat grainrlands of the West.)

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Yes. the automobile was a glamorous creature in
Henry's youth and nobody realised it more keenly than
he. Here was a product with appeal. with personality,
a status symbol-o something in which a man with ideas
could.make a name for himself.

But Henry's predilections out sharply across lines
of thought prevalent in some banking circles shortly
after the turn of the century. While the automobile
was being welcomed by the man in the street as something
he hoped he could some day could afford to own, finan-
ciers were by no means so optimistic.

“Is the automobile a national menace?" asked a
famous magazine in a two-line banner heed across the
top of one of its pages. The editor answered his own
question with a vehement ”NO” and went on to say:

Calamity bowlers have been responsible recently'
for reckless statements to the effect that the
automobile is e contributing cause to the higher
cost of living.

One alarmist has announced that there is a whole-
sale mortgaging of homes going on throughout the
United States to enable those who can ill afford
it to buy automobiles. If these opinions did not
deal'with.one of the most significant industries
of the united States. they might be set aside as

..being too ridiculous to be considered.

The vital importance of the automobile and the
motor ear industry, however, mmkes even the
slightest unwarranted attack upon it significant.

' It is estimated that there are now (in 1910)
_ in use over 300.000 automobiles and the automobile
industry employs over a million people. Its vital

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Pig. 5. -- Bole.of the me ricent boquets
Henry received on the 30th ann versary of. the founding ,
of Campbellniwald Company surround him in this photo
taken in his office.

relation to the prosperity of the nation is
evidenthat,s-alhnee..3

sea .a‘... then saked due“... of three major
meter ear Weeturinaeonpanies to voice their opinions
They did .. in the s... issue. The officials and their

unabridged ..-.nt. were}

‘_‘ _A_MA‘ A_A-‘ AA‘ AAAA‘ A AA M;A A AAA A A. ‘ A A

13§3glie'g Weekly. October 27. 1910.

 

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\w.

22

HILL H. BROWH, Willys-Overland Company.

'Despite the fact that our streets are daily
being filled with self-propelled cars, many persons
remain on the sidewalks shaking their canes at them.
as though the cars were special agents of the devil.
Our descendants will laugh at these stories when
they read them in fiction and history.

- Bankers and others who have cpened a fire of
criticism upon the motor car industry remind me

of the old hen who hates to get out of the road

of the approaching car. This old hen, like many
"-peeple. is averse to change. 'Experience will teach
the hen that it is better to obey the inpulse to
take the shortcut to the roadside than to run '
ahead until exhausted. Let us hepe that experience
wdll reduce to the minimum the present prejudice.

H. I. TATLOR, Regal Motor Car Cowpanyt

It is absolute folly to think that the automobile
industry is in anything other than a most healthy
and flourishing condition. True enough, we see a
number of automobile plants falling by the wayside:
but this sight is not uncommon to every other in-
-‘dustry.~“ind there are a number which will undoubtedly
succumb in the future. Invariably the cause for
failure has some within the individual concern. The
American motor car manufacturer sees no break in the
- progress of the industry; and if he cannot see it,'

why then, who can? H

H

"'3. H. FRANKLIN, ’Tsnklifl Automobile Company:

7-The sutomObile has its own peculiar field of use-
fulness, of utility and of economy, and that it is
* a constructive cause to the higher cost of living*
is not to be accepted as fact. is a means of trans-
» portation in both the service of pleasure and
business, it is superseding all other types. It
*furnishes a ready and convenient means of covering
all distances at low cost.

In professional life the automobile furnishes ‘

the doctor. the lawyer, the real estate man and the

23

traveling saleenan with a ready means for reaching

their places or business or making their daily

sales. Doctors have been able to do away with
stables. in which they have kept two or three

horses and to do all their work better. at low

cost and acre rapidly in an automobile.

The mortgage scare has been well thrashed out
and has been found to be without basis.1h

Henry. who‘later was to become a bank director
himself. thoroughly studied the situation and determined
in his own mind that the autoacbile was here to stay. .
regardless of sons bankers' dire predictione.‘ He had
sensed it tor-years.

llthough the Detroit or his youth was a_sturdy.
growing city. it gave little promise pr becoming the
thbulcus actor metropolis of today and offered only a
veiled suggestion of what was to some. .

To be sure. pioneers such as Leland. Duryea. Olds.
Dart. Hinton and others already had produced substantialg
naahers or ears. but the rolling flood slated to later
surge over the horison was. as yet. relatively a trickle.,

Howeterg the tide was beginning to run. Car builders
were entering the field in swaras. Such cause as Ford.
Burp. Buick. appeared on the auto-stirs scene. In the
single deeade'tron 1900 to 1910 the nuaber or care in the
country had soc-ed from a few thousand to acre than

300,000 and this was but a whisper or the impending roar.

 

lhxbid

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Readying were hundreds upon hundreds of names that
blased across the automotive sky -- some brightly, others
not so brightly. Most of them are long forgotten. Only
now and then is one found in a collection of old cars or
in a.auseua.v

it the 1921 Detroit Automobile Show, 61 different
nukes (lost of them including many models) were shown.

By the mid-30's survivors were Buick. Cadillac. Chevrolet.
Dodge, Ford. Hudson, Huppnobile. Lincoln, Hash, Oldsmobile,
Packard and Studebakero.

Nor were automobiles the only products scheduled
for torrential output. The machine age was advancing
and mass production. by ingenious and fascinating new
techniques. was becoming the order of the day.

Household appliances. labor-savers and leisure-
creators, radios. sporting goods. boats, wearing apparel.
itens of every description were being produced in massive
tolune.t The slow, hand processes were making way for new,
speedy..highly efficient mechanical systems..

Consequently. goods were piling up. Means of mar-
chandising then.were.becoming as archaic as the old pro-
duction methods. It_was time for a change, if the flood
of’nerchandise now gushing from huge manufacturing plants
was to be sold. Bapanding production demanded an expanding

narke t.

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Henry fully considered these facts and began
shaping his plans to keep pace with them. He was now
in his mid-20's and realised that the time was upon him
when he should set a course to be followed for the re-
nainder of his life.

While the advertising assignments at D. e C..
Studebaker and E-M-F had been most enjoyable and benefi-
cial for him, they had not proved sufficient to satisfy
his drive for greater accomplishment. He realized that
if he were to completely fulfill his ambitions and meet
his life's objectives. it would have to be in his own
organization. He must call the tune, and. for this
enjoyable privilege. he was entirely agreeable to paying
the fiddler.-

And although Henry had his feet solidly on the
ground in all matters of business during the late months
of 1910. he. nevertheless. had his head in a cloud -- a
fact that stretched him and his days to practically the
2h hour limit. He spent from 8 to S downtown at work.
but his evenings (with occasional exceptions) were oc-
cupied at 307 Fischer Avenue.

Miss Oleta Stiles lived there. Her family was
prominent on Detroit's East Side. and she was a popular
young leader in all manner of social circles. Shortly

a news item appeared in the paper:

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Mr. and Mrs. usury T. Ewald were quietly
married Thursday evening [January 26. 1911] by
Rev. James T. Block. of Fethany Presbyterian
Church. at the fiance. 290 Baldwin Avenue.

Mrs. Ewald was formerly flies Gleta Stiles...
and is well known in church circles on the seat
Side through nor active work in that connection.

Mr. Lwald has an extensive acquaintance in
business circles and is one of the younger men
who have fought their way to the front and has
a host of friends among the newspaper and magazine
men of the country who have come in contact with
him.

Immediately after the ceremony fir. and Mrs.
Ewald left for Ch case. They will visit the
Automobile Show.

What a coincidence (or was it?) that they should
spend their honeymoon in Chicago at precisely the same
time the automobile show was being held!

Yes. diagsra Fills. Atlantic City. and many
another Gretna arson had attractions. but Chicago had
inducements also. IncludedVHas the auto show which.
Henry later contended. was the most important of any

Of t hem.

 

1523troit Free Prong. January 29. 1911.

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unnriufi ii
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113.3 fit'11¢*31i10‘n was 54:611., for hip, caverns: tum lowing;
back bone. having visltrfi tun onto one. on( zevolod in
tho beautiful Citations (accessories £56 all monusr of
cthor new gwor, as wall as gator ours), hoary oud his
brifio iotbrnad to fistxolt. Thhir martiage has tn 0on-.
tinny untrotcn for L2 yosre -- until nvrxy'o ceath in
19530

hoa:coly htd the nomlywees too we tettlod tuna hurry
launcnoc into an activity that was to theomo “is 11:. --
the novartiaina oganoy businoes. an iobruory ll, 1511, he
realized his great s.tltion to Vsoate an oraaolootion in

which he could Elva full Ioin to his ions: of that eoxld

£8811} to none ultn tell alrootod advertisi

s

"'f

U11 taint data he run; Mum: J. toiaptoll izzc..r:1-'~pox utod
the Cnuybtll-EHSIC~Joupnuy. A hotroit publication solo
cf_1tl

{hora 13 romance to tho toginflinéo ;*“r“
9.11.3155 5.3 titan two Min, ag“'u:"1"oci 1.3- 0 (343.4120
viaicn Foul resourooo one set off for a distant
ncl‘iiun. 1110 519111113 of touch N113 irr-zyimi. 13
cii‘n‘rant, hut, tug "i-uz'pgse 55:38 1.116? 531.19. HALL
purgoao, enunciated than Lao first atonos

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28

of the foundation were lsid. was to offer con-

sistent and complete service to the client, not

only for a day or a year, but for the long pull.16

Frank Carnpbell had been in advertising for some time
when he decided in 1907 to lsunch the Campbell Advertising
Service. He got e third floor back room on Broadway in
Detroit, equipped it with a rebuilt typewriter, s dis-
ssrded pecking case which masqueraded as a filing cabinet,
and a €=h. 00 kitchen table for a desk. ‘

Henry brought to the new company his solid advertising
experience gained during his year at D..& C.. Studebaker,
end E-M-P. It proved en excellent combination.

The two established offices in the Lightner Building
snd‘began business with a start or six people, including
Frank, president and Henry. secretary. A copy of the
minutes of the first meeting of stockholders shows it
was held on February 1h, 1911, at Campbell's home, 121
connecticut Avenue.

While nothing is said in the record about it. there
undoubtedly wee . lot of brush, only half-believed big
tslk about the enormous things the new-born company was
going to do. It is unlikely however, that either Henry
or Campbell at that original conolsve had any ides that
setuality some day would make the tall talk of that first

:Ieeting seem shy understatement.

‘A _‘__u ALA-4 M A H“ _._‘__A

—-r

16Detroit Coco Circle. February 1. 1936

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29

Much of the eonvcrsation in Detroit at that time
‘was of brakes, gears, transmissions, horsepower, mergers,
new.nodels, gas, steam, electric, what's new, what's
next, where do we go from here? and s thousand other
dreams and speculations. ‘

what a pronising hunting ground for two young,
albitioue idea-menu not chanping at the bit exactly, for
those years were passing, but tranping on the throttle
in their desire to make progress in the advertising world.
The future, literally and figuratively, was an open road.

Their first important account, appropriately enough,
was Hyatt Roller Bearing Conpany, headed by a serious-
ninded young M.I.T. graduate whose name was Alfred P.
Sloan, Jr. Campbell-Ewald Company has retained the Hyatt
account for the entire 51 years of its existence. Mr.
Sloan is new board chairman of General Motors Corporation.

Subsequently three companies were urged to make up
the United States Motor Car Corporation (later the Maxwell
Company), and Campbell-Ewald became its advertising agency.
In turn Hudson Mbtor and Flanders Electric Car Company
were added to the list of clients. Soon the Lightner
Building offices were inadequate. Notions of grandeur in
this caee were no delusions. The conpany moved to new and

larger quarters at ll? w. Fort Street.

-

Hyatt Roller Bearings

 

 

 

PROPERLY developed manufacturing plant.
with an organizationtonslantly aiming for
increased cliecliveness and improvement, in-

sures a product of the highest character.

This entire institution is—and always has been

-- devoted exclusively to the manufacture and
development Of. the like Roller Bearing.

The adversal adoption and continued use of
’- . I this type of“ by the leading motor car build-

ers. ooncludvdy demonstrates its superiority.

l‘lys!I_Roller Bearings are correct in design
—iheyare.made ol thoroughly tested materials—
are carefully inspected-wear longer—and have
(mater practical value than any bearing made.

r“

L " ‘Hyatt Roller Bearing Go.

3 Detroit. woman
.ls with .ms-u ”the mm

Fig. 6. .m'rypioal full-mags. advertisement
for Henry's first large account.”

17T§e gregless age, New York, June, 1911

30

’0

31

Hyatt, naturally, went along, and proved the seed
(by reason of later mergers) that flowered into United
Meters, then General Motors and finally led to the
signing by GM of the largest advertising contract ever
made up to that tile. It was for $6,000,000.

In 1912 the company opened a branch in Saginaw and
was hailed by newspapers of the city as the only Michigan
ad fir-.to open a branch.office outside of Detroit or
Grand Rapids. Henry predicted that the Saginaw valley

area.wss slated for phenomenal growth.

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Fig. 7. -- Henry, at left, submits ad copy to
a. H. Carroll, Hyatt's advertising sansger, and
Mr. Sloan shortly after the account was signed in
1911.

Illustrative of the nushrooning of advertising lineage'
generally and of automotive copy particularly, was a
statement Henry made at the Detroit Boosters' Club in
1913. He said:

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egnenil Ami 13:3:25 to ~vrfiucuianm «:5 lo he'csTJaLII'
a saw .tiuaicniamgq g'oo cernnusne to the ziistsna3
a? anJ 'ccesaoo” 3197397 on: is cflnm genefi dacnotada

‘

:‘.:98 ‘2 OEIQI

32

"Detroit is now the largest advertising center in
the Uhited Btates. Seven years ago Grand Rapids was a
larger-advertising center than Detroit. Representatives
of newspapers would pass through Detroit enroute to Grand
Rapids'and wouldn’t even stop here.

"But as a result or the~trenendous development of
the automobile industry, which.uses more space in news.
papers and magazines than any other industry, the scene
on the advertising stage has been shifted.

“Because or the great success oftautomobile advertising,
manufacturers of many other products have become more
extensiVe'national advertisers. Detroit newspapers have
kept pace with the growth or the city'and.carry more lines
of display advertising than.any other city's papers in‘
preportion to population.I ‘

wh11. Henry the businessman was experiencing all manner
of adventures and new developments, Henry the family man
also was enjoying life to the fullest. A new home was being
planned and a new daughter had appeared.’ Her arrival was
noted in a special folder entitled, ANNOUNCEMENT, 1912
"DUEL. iAn inside page.statedt

' 'A GIRL! " '

Oleta Shurley Ewald
’Arrived at the hose er~nr. and Mrs. Ht T. Ewald
6h? Baldwin Avenue, Detroit, Michigan

Sunday, January 21st.,
Nineteen twelve at 6 p.m.18

18Family Scrap Book, 1912

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w.‘

33

Twelve years later the second of the two Ewald
children arrived. Henry Theodore Ewald, Jr., was born
on September 29,.192h. .

When Shirley was two years old, her parents began
construction of a new hone.‘ Henry was doing well'and
found himself able to fulfill one or his basic desires .-
to supply the good things or life to those nearest him.

the bone eost his $10,000 and sould not be replaced
today for several times that amount. It was built on
spacious grounds in the indian Village section.

A elear idea 5: his love of home is given in a news-
paper statement he made on Christmas Day, 1915. The
paper had queried a number of leaders in Detroit's business,
civic and professional circles on how they preferred to l
spend'Christmasa Henry, at that time head of the’Detroit
Adorart club, said: . ‘ _

“Only a parent can realize the rtal Joys of the
Christmas season. TOn Christnss Eve, Shirley, my four-
year-old daughter and I sit before the grate fire in the
darkened parlor, and stories or old Saint Rick last long
into the night until a drowsy head falls on my shoulder.
Then I know that the stories have taken the form of dreams
to be-realised in but~a swell way beside the Christmas tree
next morning.;ia.0bristnas at home for me, always. It

3-!

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I. .

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3h

means IUD. tonne than any other season of the year.'19

The 1917-18 period was an extremely important one
for Henry. America was fighting a war that had far-
reaching effects on him. Among other things, it took
his partner, Frank Campbell. After seven fruitful years
of association, Campbell decided to give up his partner-
ship and as overseas with a‘!.M.C.A. unit.

Henry bought his entire interest and became sole
ewner and president of Campbell-Ewald Company. He
retained the post until illness forced his retirement
in 1953. _He died in the same year.

Just how far the firm had come since the days of
the six-employs organisation, was noted in the press.

Iron the smallest to one of the largest ad-
vertising agencies in the country in 11 years,
is the record of Campbell-Ewald Company, which
has just moved its quarters from the Marquette
Building to the General Motors Building, where
an entire wing on the 13th floor has been taken.

The company started in a single office in the
Lightner Building. Four years ago it moved to the
Marquette Building, where it had 7,000 square
feet of office space. low the continual growth
of the business has forced it to still larger
quarters, where the company has 10,000 square
feet.

The new quarters are laid out on a strictly
efficient basis. The library and information
services, combined with an advertising research
department, which will be second to none in
the country is being compiled.

lgggggoit Journal, December 25, 1915
2°Detrcit Free :resg, July 23, 1922

 

   

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35

But despite this tremendous growth, Henry did not
lose sight of the necessity of giving more to his clients
than they expected u more than they paid him to give.
1s a company publication,c ego, Past and Present, he
once said:

"Ue would be very short-sighted indeed if we were
te neglect any thought or effort that might bring new
bueflneas to us. But we would‘be far shortermsighted
if we were .to neglect. any thought or action that might
help us better serve the clients we have.

”In brief, if we do all we can to help our present
clients do lore business, that will be reflected in‘gg_g
business for us. The advertising agency that does only
what it is paid to de'will soon get paid only for what
it does 4. and that may not be enough.“

Not only did the coinpany's billing increase, but
its prestige as an integral and highly important segment
of Detroit 's vast economic structure climbed with cor-
responding speed. -

. By reasonfiof his strategic position in the fields
of advertising, publishing, public relations and the
like, he and hey man of his organisatia: were admirably
situated to contribute effectively to all manner of

worthy causes.

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Marchlof Diloe, China Relief, Salvation Army,
Volunteers of America, United Fund, Red Cross -- all
of.these and a host of others benefitted greatly through
his ekillful and generous efforts.

Through adroit disposition of his advertising, re-
search and promotion forces, he was able to play important
roles in scores of worthy humanitarian causes, yet at the
same time to increase his billing steadily and substantially.

One magasine put it this way:

- Us nominate for our own Hall of Fame:

Henry T. Ewald, because after spending

most of his life festooned with tags and
badges telling the world that he was chairman
of a committee to help the indigent Tas-
{manians or to entertain the Hoosis of What-
ycumaycsllem in our hospitable midst, he put

on a tag day for himself and grabbed the
$6,000,000 General Motors account for his

company.21

And, as the eempany grew in stature and prestige,
it attracted more and more attention, not only of new
clients, butof sharpeehooting competition as well.
This was fully expected, since, as Henry said, the bigger
the target the easier it is seen by snipers.

The very bigness of Campbell-Ewald Company was used
by many competitors .. an argument against it. They
contended that the small advertiser, needing skilled

counsel, would get only token service from an agency

21DAC News, January, 1922

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handling accounts in the multinmlllion dollar brackets.

Henry neatly presented his case for ”bigness." He
was thoroughly convinced that while bigness alone is no
special virtue, it is, when combined with a company's
good reputation, a most valuable asset.

‘Ne have purposely built a big agency,” he said.22
”It is big in every sense of the word. Big in diversity

of accounts. big in total billing, big in the calibre

of its personnel, big in its outlook and objectives.”

In a talk made at a meeting of his employes in
Detroit. he said of bigness:

We have to be big to service the accounts that
have cons to us. He Just couldn't help it. and it
'bigness' is a crime, then I supposew we'll have to
plead guilty.

But what an advantage bigness is to all our
clients! How else could an advertiser with a nodest
appropriation get everything an advertiser with a
big appropriation gets? ‘

Take the Georgian Bay Line for example. There's
a client with a small appropriation. as appro~
priations go. yet it is one of the most interesting
aecounts we have in the house. I feel that we have
been or particular service in helping then increase
their patronage every year sinee they have been
With Illa

We have other accounts whose appropriations are
comparable, and whose results from advertising are
.likewise gratifying.

The size of an account has little or no sig-
nificance so far as Canpbell-Ewald is concerned.

We ask only that the product or service advertised
be sound) that the business have potentialities
for growth.

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38

No client of this agency ever complains of lack
of personal attention on the part of the Campbell-
Ewald staff. All clients have access to all the
facilities of Canpbell-Ewald.

The decade beginning with the early 20's and ending
with the depression or the 30's was. according to many
Detroit industrial authorities. the busiest and maddest
in America's business history. All industry was driving
furiously toward a peak. with Detroit and the automotive
industry in the forefront.

It seemed as if, nothing could step the upward climb
to greater heights of prosperity. It was not so nuch.a
tins of planning for the future as it was of taking ad-
vantage of the present.

low forms of advertising came into the picture --
such as radio (TV’was, as yet, commercially unimportant);
outdoor advertising became of prime importance because
popular use or the Inter car had multiplied circulation
’in this‘rield a thousand-fold: new advertising techniques
:appeared. such as the widespread use or photography. But
whatever'they were -- and whenever they showed up-- the
automotive industry applied than to the merchandising of
automobiles. parts and accessories.

In the 20's Ganpbell-Ewald Company gained some or

its largest and most famous accounts. Along than was Buick.

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a veteran name in the business. It remained with Henry
for 15 years.

In 1922 Chevrolet became a client. It was to prove
the glancr account of the company. this relatively un-
known automobile (from a sales standpoint) with a vivid
personality. destined to set the pace in sales volume
for so many years in succession that its leadership
became matter of fact.

The car has'become so famous.for its sturdiness,
economy of operation, and general all-around utility,
rather than speed, that the early spectacular racing ac-
complishments of its namesake and founder are largely
forgotten.

Louis Chevrolet was a Swiss, born on Christmas Day
in 1878. He and his brothers. Gaston and Arthur, engaged
in a number of enterprises associated with motor cars.
Louis began his racing career in America in 1905, having
started five years previously as a representative of a
French manufacturer in America.

He boasted that Barney Oldfield beat him only once
”when my car broke down.” He organised the Chevrolet
Motor Company in 1911. and as late as 1918 was still
active in racing. again beating the famous Oldfield.

Louis achieved distinction as an.engineer and de-

signer of both stock and racing cars. One of his greatest

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echievemente was a racing car he designed and which hie
brother, Geeton. drove to victory at Indianapolis in 1920.

Louie heeded Chevrolet from 1911 to 1915. He wee
neeocieted for e time with H. C. Durant who, after losing
and regaining control of General Hotcre, took the Chevrolet
automobile into CH, where it has remained. Lonie died in
Detroit in 1921 and 1e buried in Indienapolie.

‘ If Chevrolet_hnd echieved euoceee on the recing etripe
or the country when Campbell-Eucld became ite edvertiling
agency, it wasn't breaking any records in ealee recee of
the day. fiIn tact. Ford yes outeelling Chevrolet by e
ratio or eome 13 to one.

Chevrolet. in 1921. sold slightly more than 72.000
core. But big increases were in prospect. William S.
Knudsen. the production geniue who. for seven years, had
directed Ford ectivitiee. Joined General Motore and. on
weehington'e birthday, 1922, became an eeeistant to Pierre
8. DoPont. at that time president of the Corporation.
Shortly hnudeen woe named head or the Chevrolet division
of GM,   . .

Alnoet overnight_Chevrclet become o new organinetion.
When.Du Pent asked Knudeen how the future looked._hie reply
see. "It will be all right 1: we work hard enough."23

 

23E. 8. Jordan. Great Remeel_0reet Friende Greet
Doze. Detroit, unpublished me,*Novenber 20. e

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During the first year of Knudsen'e management,
Chevrolet eelee climbed to more than 2110.000. and during
the «mend year, thie number practically doubled. Every-
one in Chevrolet vae etriving tor the top.

:Henry had the biggeet and neat important Job of hie
life looking him equarely in the race. Here was a production
Iiraele-Iean; nanaraeturing automobilee at a pace that boded
ill for all hie eompetitoreq Here nae a divieion of GH
that area rapidly aeeenbling a ealee etaff of eager, a311,...
minded men'whoee‘cne and only objective wee eelee leaderehip.

What a combination! Nothing remained but to get the
leeeege‘ to the publie.‘ Thie was Henry'a Job and he tackled
it with eathueieea that matched that or any of the ealee
er nautacturing leadere in Chevrolet,“

Quantity kept meaning; ie a result. manufacturing
eoete per ear were dropping and Chevrolet could afford to
lower ite prieee. Here'wae baeic appeal to milliona of 91‘0”
peetive Chevrolet ownere. 1 quality car at a quantigy priofl
Infect, a "SUPERIOR” ear 'et a quantity price.

It, the advertieing er the early EO‘e etreeeed .1185
Quality available at quantity prieee. Every ear in th.

1923 line, for example,'vtae deeeribed ae SUPERIOR. and the
pricee ranged from $510 for the summon roadster to $560
for the SUPERIOR rive-paaeenger eedan. The SUPERIOR touring

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car was $525.” Only a short tine previously the touring
ear had retailed for $735 and the roadster for $715.
All prieesowere 1.0.8., Flint, Michigan, '

Chevrolet's sales volume eontinued to olinb fantas-
tioally. it} 1925, although Ford still was leading by a
ratio pr about (our to one. that previous 13 to one edge
was coming. down at an amazing rate.

One year later the lead was out to slightly more than
two to one. Still another year saw the closing or the gap
and Chevrolet and Ford were running neck-and-neok. In
1928 the ear louie Chevrolet had launched 17 years pre-
’viouely toes “If Mar One sales position in America and
has held it consistently since. Production in 1928 was
:l.19l.758 cars -- approai-ately 16 times as great as the
figure of 1921. Sales paralleled production.

This aooonpliehneht. unequaled in the history of
Alsriean,tuuiness and industry, was, naturally, the result
of the efforts of Iany Ian. Leading then was Knudsen.

One or his chief lieutenants was R. H. Grant. in charge of
Chevrolet ..1... who had transferred from Delcc. with both
Boise and National Caah.Register Company he had lads out~
standing ..1..:e..oia. - a fact that earned for him the

top sales position with Chevrolet.

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oar wee $525.‘ Only a abort tine previoualy the touring
ear had retailed for $735 and the roadoter for 3715.
All prioea were 1.0.8. Flint, Michigan, .

Chevrolet'o aaloa volume eontinuod to climb fantas-
tioa11y. Eh; 1925, although Ford etill nae leading by a
ratio pr about {our to one. that previous 13 to one edge
one coming doun at an amazing rate.

on. year later the lead was out to alightly more than
two to one. still another year aau the oloaing or the gap
and Chevrolet and Ford were running nook-and-nook. In
1928 tho ear houio Chevrolet had launohod 11 yeara pre-
vimly ‘56! “If MW One aa1ea poaition in America and
haa hold it oonaiotently eince. Production in 1928 nae
:1.191.758 care -- approxilately 16 times as great ao the
figure of 1921. Saleo paralleled production.

1L1. accelpliehlent. unequaled in the history of
Alorioan buminooe and induotry, wae, naturally, the roault
of tho effort. of many non; Leading them vaa Knudeene
One or hie_§hiet lieutenante was R. 3. Grant. in charge of
Chevroletealea. tho had tranaferred from Deloo. With both
Deloo and Rational Caah.Regieter Company he had lode out-
atanding aa1eo reeorde -- a fact that earned for him tho
top ea1ee poaition with Chevrolet,

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45

V in

up a' .oao

E Battling the Wilderness

From Bueuoe Alres to New York
in a Chevrolet

Triumphing ov er the most extreme hazards and hardships of road.
grade and weather —hlazing its own trail over thousands of miles
of mountain. jungle and desert country —a Chevrolet touring car
piloted by tho intrepid young .\rgentines recently traveled the
full 20!“) miles from Buenos \ires to New York City —tlle]irst.
ond'os yet the only. automobile are to perform this feat!

 

The start was made in the small city of Piguc just south of Buenos
Airee. Two natives of this town. Adam and Andrew Stoessel—
intent on seeking new worlds of adventure—set out in a Chev-
rolet car. just two years before the finish of the trip. and headed
for the linited States.

The journey was one long and steady succession of dramatic and
thrilling episodes. Meeting obstacles at every turn. they battled
their way acme three -\mericas and fourteen different countries
' -through every kind of road and travel condition . . . rocky

 

 

watermarks!“

canyons and steep mountain grades . . . blazing deserts and swirl-
ing rivers . . . treacherous swamps and tropical thickets. . . .

Torrential rains in the \rgentine made the going especially
hazardous. .\ volcanic eruption near La Quiaca caused the first
of many detours. Thousands of miles were traversed through
creeks and rivers alone. Bandits. savages. hostile soldiers. wild
animals—all barred the way. Trees had to be felled. Pathways
dug through rock and sand. Logs and boulders rolled aside. Deep
riv en forded. On one occasion. the car was completely submerged
by mud and water eseept for the top.

\nd this Chevrolet was the first automobile ever to cross the
stupendous barriers of the Peruvian \ndes under its own pom-r!

(llniuusly. only a car of exceptional all-round ability could
undergo this terrific ordeal—and arrive in New York City in such
splendid condition as did this recordobreaking Chevrolet. 20.000
miles across the Inclined—a spectacular tribute to Chevrolet
strength. power. stamina and lasting dependability! Of course
it's wise to choose a Chevrolet Six!

CHEVROLET \IOTOR Cf)\lP\.\'Y. DETROIT. \llCllltLiN

DItt‘lu‘ no ul‘llel. Iofnls rtul'ult'un

CHEvnoLET six 3.4333322

11" S WISE TO CHOOSE A SIX

 

“(er-p.asss.f...s./am.nu.u

 

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91g. 8. .. Typical Chevrolet advertisement or the
early 30's. steeeaing high quality at quantity prices.2h

Zhéggrioan Fog. July. 1930
153

kh

These two men were among Henry's closest friends
and to then and their associates he gave the credit for
pushing Chevrolet to sales leadership. To their successors
who have kept it there. he gave equally unqualified credit.

Concerning his own part in the accomplishment, he told
the writer that he and his staff had merely done their boat
to present to the public the sound, basic idoaa and the in-
herent worth that the non of Chevrolet had incorporated in
the product.

He was by'nc’anana unaware of the tremendous respon-
sibility that rested on his shoulders and those of his
organisation, but he stressed the fact that his assignment
was made easy because Chevrolet men had produced a product
that deserved leadership. He explained that "they gave us
the essentials to work with and.we based our advertising
philosophy for Chevrolet on those essentials.'25

His conviction was that Chevrolet's sales leadership
through quality at low price was a basic, logical idea
in the minds of the men who produced and sold the car. and
that his Job was to communicate this logic of leadership
to an analytical, motoring public.

He long had contended that successful advertising

must be backgrounded in sound, logical ideas. He said:

25Conversation with the writer,

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Advertising. it eases tense. is based apes
ss ides. In fact. the things we advertise are.
in themselves. ideas. usually expressed is s -
senerete tors. but ideas nevertheless.

and ts recreate these ideas so that the
pspulaee will adopt thee and use then sells
for another idea. predicated. to he sure. upon
the first. but use which epitonises it.

behind every successful advertising progrme.
behind every successful advertisement. is en
ides. Just as sueh.ss there is an idea in the
background or every hit of worthwhile litéga-
tare. every ssstsrpiees of set and music.

Further-n. he seats-see that advertising that sells
goods shesld be isssnspiessuse its one“ is the mid-30‘s:

Frankly. I as not interested in advartieinu
that merely gets itself seen and talked about.
I . tre-endously interested. hewsver. in adver-
tising that gets a worthy product talked shout.
It is the product that must he made to cottemnd
attention - net the advertising.

a successtul sales-en sees not some barging
ilts year office in a pea-green suit and yellow
necktie. fie doesn't do a dance in front of your
desk. or hose to impress ysu with the superb
quality or the product he is offering by
starting s“ with idles -' supper-club shatta’.

The successful salesman is more or less in-
senspieuses.- has hewrhe dses sake that process
of his stick out!

is say like cloning fer our entertainment as
even get a certain kick out of bathing beauties.
but when it asses ts the pus-chase ct a notes ear
or a retri :erator or even toilet snag). we demand
a sertsin.esbunt of di nity and sincerity and in-
telligence on the part or-the salesman in who:
Is pleas our confidence. -

finch modern advertising [this was written in
the mid-30's] see-e ten-ice that fundamental
point. It attracts attention. all r1 ht. It
sakes us gasp at its frankness or lawn at its
impossible claims. But I can't believe that it

. sells such a . . ‘

A # L__ #— A L 4..

R t .v' Detroit, January. 1921;

us

And it sdvertisinu is to earn its keep. it
has not to do a selling Job. Perhaps I an old-
tsshioned. maybe people actually have gone hay-
wire in their thinking. Heine they are influenced
in their buying by freak layouts. slightly shook-
ina headlines and ridiculous claims. fiuyhe -- but
I (1061“; Its .,

My own thouxht is that in advertising. porti-
eularly or.najor products. we should strive for a
certain amount of dignity and restraint. Cur coo?
need not be heavy or uninteresting. but it should
be sincere and it must he holievcnhls.

is must remember always that we [agency men]
are not in show business [this was written before
the day or the TV spectacular]. Our job is not
merely to entertain or thrill or shook. It is to
inspire confidence) to build reputation: to sell
goods -. today. tomorrow and over a period of
"Oll’ls

If we do not accomplish these results our ad-
vertising is not good advertising. no matter how
much attention it attracts or now widely it is
discussed. -

TL. all-inportcnt thing is to get pecyle in-
terested -~.not in the advertising. but in the
product.27

Py the.nid-20's Henry had done such a good Job of pushing
his clients' indentities and products into the public con-
sciousness thet he had made more than a million dollars.

The number'ZE" had a weighty significance for him.
for by '22 halves placing copy for all or General Motors--
52é.000.000 worth of it. .

The Corporation remained a client or Canpoell-owald
through the 20's. Such familiar sales phrases as ”For
Economical Transportation.” (Chevrolet); "Chief of the
Sixesf. (Pontiac); ”Hyatt Quiet". became household words

with millions or car owners.

 

27Advcrtisinr Are. New York. ”a! 11. 1936-

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So popular were GM products that the Corporation
by the mid-30’s was nearing the 50 percent mark in terms
of automotive sales.

In 1933 a General Motors policy decision separated
the various division accounts. with Campbell-Eucld re-
taining Chevrolet plus s number of the subsidiaries. A
large part of GM's institutional advertising also remained
with Henry's company.

Soon the frenzied decade of the 20's. with its tremen-
dous production figures. sales records and stock market
skyrocketing: began drawing to a close. The crash of late
1929 was bad enough. but the depression that followed it.
‘with the bank holidays and other ominous hallmarks of panic.
was worse.

Owners of securities noted that the smooth. courteous
voices or their brokers had changed. There was an cdginess
to then._ Many a hurried holder of stocks which he had
purchased on a 10 percent margin answered the phone to
'... this is Broker So and §O._ Get down here immediately
or we will be forced to sell you out. And don't bring
only conversation. Have the cash!"

Hotel clerks were wary of worried-appearing guests
who asked for rooms unusually high up. "Do you intendto
occupy this room or Jump out of it?" was a not infrequently

heard Joke of the day.

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I48

Haturslly the rough going effected Henry's business.
as it affected all businesses. But so strongly had he
built over the years that he weathered the storm handsomely.
He took great pride in the fact that his company never
lissed a cash discount in the payment of publication. or
other bills. 'Neither did the company ever miss a payroll.
elthough in the bank holidays or 1933 it was necessary to
fly funds from New York to Detroit and various branch offices.

The country was. at that time. on the gold standard and
one of Henry's large clients had staged a sales contest in
which five-..tenp and twenty-dollar gold pieces were prizes
for the leaders.- Officials of the soupany were on the
Pacific coast tog-encng other things. award prizes to the‘
salesmen., The hank closure caught the: far from headquarters.
The Detroit visitors. needing the coins to take care of
living expenses until they could get home. presented certi-
ficetes instead of gold pieces. The winning salesmen re-
ceived their awards in the form of checks-somewhat later.
Cash naney. especially gold. was at a definite premiusl for
quite a period in thesetrying days. .

Despite the black picture. Henry never lost faith in
entries: business .. especially advertising. while on a
business tour of the Southwest in the heart of the depression.

he was quoted:'

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There is nothing basically wrong with the
country. there is plenty of money in the
savings banks. Slow buying is due to fear.
and this can be dispelled by aggressive
advertising. which builds up confidence in
en. mind of the publiooa '

While in Dallas on the same tour he further amplified
hit conviction that advertising played a great part in the"
country‘s recovery. A Dallas newspaper quoted him:

I greater responsibility rests with advertising
today than ever before. because the present
strategy of business is not so much production
as merchandising.

‘Business is leaning to a great extent. con-
sequently. on both advertising and intelligent.
intensive merchandising plans. It is our one
big hope for a more rapid recovery.

And I believe advertising is especially
‘prcving its worth at this time through the
business it is making for the courageous companies
that have either continued or increased their
hpprcpriations.

: Advertising is the great force that is putting
dollars into circulation at the present time.
for no one doubts but that the money is in the
country and is available for those things that
people desire.

; I also believe the public is gaining con-
fidence and net in proportion as pecple have
confidence. that proportfign will they

loosen their purse strings.

The depression did not depress Henry's enthusiasm for
keeping in the middle of things. both from a business and
civil viewpoint. The newspapers carried generous mention
of his accomplishlents during and following the post-crash

era. For examples '

2Q§£2£=gg. Sin Antonio. Texas. May 26. 1931."
29Dsllss. Texas News. May 2h. l93l.‘

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50

Henry T. Esald. president of Campbell-Ewald
Company. Detroit Advertising Agency. has been
elected ajgireotor of the Detroit Board of
Con-arcs.

Hhile publications in the metropolitan cities recog-
nised his news value and printed many articles about hna.
the aneller papers were equally aware of his accomplishments.
For example:

At its annual nesting. held in Washington.
n.c.. the American Association of Advertising
Agencies elected Henry '1'. Ewald of Detroit.

"chairlan of the board of directors. This is
the highest honor that can be conferred on
an advertising agency executive.3

A few of his many acocnplishnents during the period
were listed by a Detroit publications

Being a good Detroiter and thoroughly sold
on the city of his birth. he has taken an active
part in civic affairs. particularly in charity
drives. committees which he headed prepared the
advertising which convinced the citizens of the
need of the new Belle Isle Bridge and the city
charter and which brought a flood of donations
‘0 YOKQOQ‘O "WI. HO.p£t‘1. YsHOCe‘e.
Florence Crittendon Bone. and the salvation
Army and so made possible increased activities
{nd new buildings for these elements of city

f.‘

Re organised the father and daughter day
observed by Rotary. Recess. retroit Athletic.
Detroit Boat and Detroit Clubs. He is a director
of the Guardian Detroit Bank. Grace Hospital.
Detroit Symphony Society. D.A.C. and Bloomfield
Hills Golf Club. and a past director and treasurer
of the Oakland Hills Golf Club.

For recreation he goes to baseball games and
plays golf when he can spare the tine.32

39£gitgg h Dubligher. lew York. July 2. 1932.
11m. 0010!. Michigan June 1‘. 1932s
32Masonic News. Detroit. July. 1931.

 

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51

Although Emory'e golf in hie later yeare was some-

whet on the eemi-medioere eide, he, nonetheless. wee e

member of the exclusive "Dodo Club.’ A newe item etteete

thie reotl

HOLE In our; own."

BILOXI. Hiee.. Henry T. Ewnld ... hee Joined
the ranke or the 'Dodoe' . those golfere who
have made a hole in one. Ewald quelified on
the. couree here by making the lSO-yerd 17th

'hole from the tee.33

Aotuelly, Henry made three Dodo: in hie life: the

one at Biloxi. enother et Asheville. l. 6.5 end the third

et Bloonrield.flille;:Michigan."
Tine continuedto roll like e bell end elmeet before

he knew it Henri wee into the hO'e and beginning to eele-

brete eignifioant ennivereeriee. One of the most in-

portent wee the son; birthday of ‘Can‘lpbellrEwhld Company.

Hewepepere throughout the country "oov'ered'l it in deteil:

-“

_._._-. ‘—j._ “A . ._._ _; A

Coupbell-Ewnld Compeny ... is celebrating
ite 30th anniversary this month. The agency
hee an average billing of $10, 000.000 ...
hoe endled the Chevrolet eoeount einoe 1922

‘Thirty years of 'edvertieing well directed”

fiere being celebratedby the eempbell-Eweld
company in Detroit during Pebruery; for it '

was in this month in 1911 that the eompeny
wee ineorporetedc -

Thie ennivereery makee the egenoy the oldeet
in Detroit end one or the few in the eountry

A

if _—7——*

33Ch1ee o Trihune, April 10. l92h.
3hIndienopolie Ster. Februery 10. l9hl.

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52

to have rotainod 111 oorporato 1dontity and
111 dIroot1ng bond for 11 long 1 por1od.35

Henry ‘1'. Ew11d ooo whooo {1111 1111 d1rootod
tho oxpondituro or noro than $300,000,000
for 1dvort11113 11noo 1911, w111 bo ho1t to
h11 1110111111 and 1 group or triondo 1t 1
d1nnor In tho Dotro1t Club Tuoodoy night.-
Iho 111111113 11111 nor: tho 301:1 111111vor11ry
of tho oonpony oooo3

2h. 1111br1t10n w11 1 3111 011 with Honry'l 1nt1m1to1.
111111111113 Dotro1t‘1 outmuvo 11111. 4111111113 tho ovonto
of throo 11111113 (11111111. 0111 01' 11.11170. grootoot p1111uro1
1t tho gun-r1113 11111111 'rounion for tho- ovoning with 1111
old 1-er 1nd tor-or p1rtnor. Drool: 0111911111.

80 1111111111111 1111 tho 30111 1111111111117 111 19“. 151111
Hoary 6111116 to hold 1noth1r {1'1 yo1r1 lotorv About it
ho 1116. In .1 popular 11111111111 11131111111

Thom woro r1111 on my desk that morning -
thirty-nvo rod M111 (1111 ravens. rlowor).
And lottero - 1011 or them. You no. 11: 1:11
Compboll-Ewald'o birthday. 211, 11 11 35 ’01r1
111111 Frank Conpboll 1nd I roundod H111 oompony.
It dooan't 111111 11ko 35 yo1r1, but 11 11'-

‘ I bod thought about 131111 owlvorury for

.1. 111111 1 long 1111. I 1116 19:71:! 131111 tho 1:-
porIonooo of tho1o yoorol tho problomo not ~-
1116 101111; tho non 1nd womon who hnvo 5011116
our rank” tho 11111131 wo has 1ooonp111hod;
tho fr11nd1h1p1 we no" 11111. ,1
' I 0161': quito ro111zo how my and how
Coop thooo ”111141111111 on do 4111 I rood tho

. ICttOPIo

v

3501111131 Horne-Minor, hbrau-y 9. 19111.
36Dotr111 pro. Pr . Ibbru1r7‘9. 1911.

 

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53

'As your first and oldest client.“ said the
one from Hyatt Bearings. ”we think it means
sowething when we say how richly Campbell-

Ewald deserves its success.“ 'Ios, it does mean
something whon a client tells you that-- after
35 years of knowing each other so well.

Then there was a letter from a weekly news-

papor in Iowa: ”Through all the years,“ it said,

our dealings withryour sonpany have been so sat-
isfactory in every way that the very name of
Campbell-Ewald is like that or an old and valued
friend.”

A.wire trol.a worldrranous publisher said
much tho ammo thing. But somehow. there was a
special satisfaction in those words scrawled in
long-hand from tho editor-publisher in a small
lidwestern town. , .

I've read all those letters -- two-hundred
or more, I guess-- and I'll road.thel all ovmr
again-- letters from clients, publishers. radio
executives. outdoor advertising officials.
printers and engravers, artists. heads of other
agencies, personal friends. fornr associates,
employee of long standing, officers of se-
sociations, civic and charitable organi-
zations we have been priviledged to servo --
even a hand-engrossed testimonial from a
religious sisterhood.

They recall old times -- interesting ex-
periences, successes shared.

And then there was a note from one of our
new men -- Just out or the service: ”Dear
Boss." it said, 'I want to suggest..." -- and
off it went into a novel idea for one of our
clients. lot a word about our thirty-firth
anniversary!

no wasn't thinking about Canpholl-Ewald's
past-- that young man or ideas -- and action.
loither are the forty-odd others like hi-.who
have recently been added to our staff. For
thin the past is an inspiration .9 and that is
. o

It's the m they care about -- and the
future. '

on I think of tho Mlagination -- the tree-
don.rron the tettors of tradition -- the on-
thusiaml and vigor that are today as such a

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part of Campbell-Ewald as the seasoned Judge-
ment and eXperienoe gathered through the years.
I realise that anniversaries are only mile-
stones on our road to greater usefulness than
"§§S roses are only buds. .
They symbolize not the years that have gone
but the years or achieve-eat to oono.37
And anry's prediction or new achievements to come
was to he abundantly borne out in the succeeding years.
Although his associates were loud in their commendations
over his suceoss.and business acumen. only a rew_or then
realised that. for some time, he had been achieving his
objectives in the race or a severe physical dittioulty.
His hearing. since early middle-age had been gradu-
ally tailing. The.illnoas was of a nature that not even
the most famous physicians of the world could correct.
He wore a hearing aid for lany years. Also, nestling un-
obstruaivsly among the books, papers and other gear usually
toundon a busy man's dosh wasa saell nicrophono which
aaplified the words or anyone visiting hrs.
lovor did he minimise the seriousness of his hearing
look. but. nonetheless he did not per-it it to dampen his
onthnaiasmrror life.or his optiaistio outlook. "Think of
all the bum jokes I miss.“ he once said.38
His inpaired hearing. however. was by no.neans the

‘aost serious physical handicap he encountered in life.

 

37393 Advertise:, New York. March. l9h6.

33¢onvorsation with the writer.

5‘

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55

During the late 30's he suffered a detached retina, which
gradually developed intoblindness in oneoye. He battled
this problem with typical determination and courage and
did not permit it to deter him in any way from the ac-
couplishment of his Objectives.

’ For weeks he lived in darkness beneath the heavy '
bandages covering his eyes, not knowing whether the at-
flieted eye oculd‘be saved or whether the ailment might
spread alao to the other. I

“If you permit it. your imagination can run riot.’
he said in later years.39 'You.wondcr whether every
beautiful sunset, every rainbow, every bright flower.
every loved face you see will be the last. You.gain a
new appreciation of Nature's beauties when threatened “
with th. 1... of then."

‘Once out or the hospital and to free his mind or
thoughts or m. physical disabilities. Henry launched
even more enthusiastically into his work. The panacea
of serving his clients and his home city even more in4
dustrioualy than ever. worked wonders and. coupled with
the tincture or on. brought hia back to to. front lines
where plenty of action was taking place. And the action

was by no means confined to peacetino pursuits.
“:4 :‘y ;“‘*‘v *

39Conversation with the writer.

 

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Pearl Harbor: As the opening or war radically changed
the lives or so many Americans. to it changed the life of
Campbell-Ewald and its president. '

Most of his clients were companies whose manufacturing
abilities were vitally needed in the production of munitions
and all.lannor or war gear. Uncle San quickly became their
lost important customer.

: Aa«Chsvrolet. Burroughs. Hyatt. and nany'others ot‘
Henry's elionts switched production from civilian to war
use. Henry switched as quickly. His organisation adjusted
to a war economy and began producing advertising that
stirred readers to greater patriotic action, just as his
copy had previously stirred then to buy civilian goods.

The familiar Minute Man. with his message to buy U. 3.
War Bonds and Stamps, appeared in millions of messages in
every form or media available. Ner‘was the identity or the
advertiser lost in any way. Chevrolet remained Chevrolet
in his copy. although it was'building engines for bombers
and fighter planes. in addition to many other types or
amiticne. '

The old familiar quality-throughpquantity theme appeared
in the munitions ads Just as it had originally appeared in
the first Chevrolet ads Benry had designed. One ct than
said. in parts '>‘

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57

It's important to build these engines
quicklyo-and in great quantities-- but it's
even more important to build with quality.
For our fighting men want their equipment
road and they want it right. --

least that is the way we of Chevrolet
. feel about all of the many different kinds
of war equipment we are manufacturing today;
and you.may be certain we are meeting the -
demand for quality. Just as we are meeting
the demand for quantity. ,

Anothor_cf his war ads was titled 'Tho_Empty Room,"
and showed a father looking through the door of his son's
room. He spoke to the emptiness:

This is my son's room. This is where he
slept. This is where he dreamed a ohild's
dreams. This is where he saw a man's
visions. Here. in this empty room.aro faded
pictures of toamnmates and heroes...glovos
and spiked shoos...bright ponnants...the
echoes of his days.

They said I was too old to fight. though
I'm.only fifty. But if I'm too old to sight
and drop a stick of bombs. I'm not too old
to lay my money on the line for war savings
stamps and bonds.

Maybe I'm.too stiff and slow to fly. but
I've get control enough to keep my car speed
under no... so they oan keep the fighting
planes above hOO...

lo. I'- not bitter any more... I've come
around to thinking that here at home we've
got the Job of passing the ammunition along.
of sacrificing little things, of giving up
and going without. of looking ahead to 'loss'
instead of Hmore . Somebody's got to do the
necessary, undramatic things...and I guess
that's what older men are for.

naturally the copy made a tremendous hit and was picked

up and reprinted as editorials by leading newspapers and

4:

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nagacinee cf the country.

whenever pceaible Henry peracnally directed tho
efforta or hie cupany during the var yeara, allocating
epace to the ear erfcrt where Ice: nceded. but not lcaing
eight or the day when thejighting would be over and
peacetine gccda would again be in“ demand. He made certain
that none ct‘hia clienae lcat identity in the public eye.

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CHAPTER III
TB um “ARI

. Be. huneelr. ra-eined pro-inently in the public eye
during the hO'e. Eh nae awarded the gold medal for
Diatinguiehed SerVice to Advertiaing in l9h0.

 

Pig. 9. -« H; S. lnudaen. dirootor of the Office
of Production Menagenant, anilee approvingly at left
an E..K. HoCann, preaident or lbcanndnriokaon 00..
Advertising. preeanta a gold nodal to Henry. at.right.
The nodal ie for Diatinguiehed Service in Advertiaing
and uae beatowed at the wilder: in low Iork. (AP Photo)

59

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60

In the following year the University of Hieeouri pre-
eented hie ite School of Journalien Medal of Honor for
Dietinguiehed Service to Journalian. Wayne Uhivereity, in
the eame year conferred upon him ite honorary degree of
Doctor of Lawe. Many leading newepapere. aa ueual, gave
full aeoounte of theee evente:

A capitaliet-labor mediator. an in-
duetrialiet and the heed of one of the
nation'e largeet advertieing agenciee today
held Doctor of Law degreee from Wayne
Uhivereity, following annual fiommenoenent
exercieee in Olympia Stadium. 0

rhey were Janea P. Dewey. U. 8. Commissioner of Labor;
Charlee B. Eileen. preeident of General notore Corporation.
and Henry. Hie citation read in part. '... for contri-
butione to Detroit ae a civic leader.“

Concerning the Gold Medal Award the preee waa especially
thorough in ite coverage:

”Full of energy. inagination. affection and
faith in people, eaid H. K. MoCann. preeident of
HoCann-Eriokeon Advertising 00.. who made the
preaentation. "he hae given uneelfiehly of hinp
eelf and of hie organisation to the advancement
and betterment of advertieing.“

In accepting the medal, Mr. Ewald eaid he had
been greatly eurprieed when notified that the
honor wae to be conferred on him. He gave full
credit to hie organization for the part it played.

“Advertieing in the future.“ he maintauned.
“will play an even greater part in the livee of
the people of the country. Not only will it aid
in bringing out a etronger national defenee. but
when the world again gate down to bueineee, it

hODetrodt m. June 13. 191.1. '

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61

~will help keep men and machines busy and
assist in the flow of merchandise. Also
it will do.a tremendous aunt of work
in human reconstruction.

Another article, particularly stressing the type of
person Henry was, appeared at the same time:

Henry Ewald is a man's man-- the kind
of a man with when other men like to work»-
like to play. and delight to honor.

He has been honored. both nationally and
locally-otime and again. and is now the
recipient of what he considers the highest
honor of all .- a gold medal for Distinguished
Service in the field of which he is g ving
a lifetime of service - advertising. 2

nOne of Henry's most prized possessions was hie nedal
received from the university of Missouri. a leading news-
paper said of it: _
Henry T. Ewald...today was the possessor of
_ a Model of honor from the University of
Missouri School of Journalism, the first
ever awarded tn the field of advertising'by
the school. The medal was bestowed yesterday

for his public-spirited enterprises and
‘betterment of advertising.h3

Pearl Harbor was only five nonths past' when clamore were
heard from many sources that the Government should take over
advertising efforts that .....1..a to'the conduct of the war.
Henry opposed this. and did not hesitate to expound his views
whenever possible. The presentation of his Medal of Honor

a
.___..._ M k A ._...L Aw; J.+.J_ .... 4.. -.. L... A

dhlbetroit flgwg, February 1h. l9hl.
hZAdvertiein .na 3.111 . New York. February. 19u1.

‘hBOhieago‘Herald-Aneriggg. Na! 15. 19h2.

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62

by the university of Missouri gave him another opportunity
to state his beliefs:

“Henry'T. Ewald... in an address here today
decried suggestions that the Federal Government
should assume the role of a large scale ad-
vertiser during the emergency.

“The united States is not, o-nor should it be
classed as. a business enterprise." Ewald said.
ILike the Church and other social agencies, the
Government can benefit- and should benefit- by
advertising. But it should not dictate the media.
order the space. or pay the bills."'

Ewald said he favored Government advertising

--prcvided it was paid for by America's business

and industrial concerns and retail stores ..

”each". Ewald stressed, "according to its size and

ability to pay. I say little or nothing about

the dangers of’regi-entation in a vast, all~

comprehensive, Government-paid-fcr advertising

program. These are self-evident.”

ilthough Henry continued to give unsparingly of his
time to all manner of worthy humanitarian causes. he
kept a weather eye on the business horizon and took
steps to prepare his company for a return of normal.
peacetime activities. Publishers grabbed this fact with
enthusiasm. since it was another indication that the war
might soon and and that America would. without undue
delay. resume production of civilian commodities.

Henry T. Ewald. heading the famed Campbell-

~ Ewald Company of Detroit. informing the Advertis
of the expansion program he has just embarked upon.

stated his strong belief that in the post-war
period advertising and selling will prove most
powerful factors in eaintaiaing prosperity.

. .e.._ __ _

thCCmmcr.tp Ste ““1" April 15. 19h2e

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63

‘ivfiodfiotion ria‘nfiiu, ingennity and volume
mnwmgt; 53m?:;:.:“::::“
» :wmmv: Egmdzzg-gszagw! '

than in the peat. I ,,

In the W article Henry than outlined the none
ha had nede. each ee zreatly enlarging hie top pereonnel.
opening new otfloee. exunding elder cane. and in many
other vaye proving hie faith in an eel-11 raetnption or
not-ml bneineeee

that hie optinian uae 9.11. foundod 1e proved 1n the
fact that doting theeingla yen;- [191!!!) before the war
ended. gunmen-Eve“ Oman: “and no raver than an
lune mun-new aeemta. in «mum: to other 1eeeer
onee. if s

I'he. ein were: "Detroit sax-on co-pehy. Detroit; Grant
Lekee Steel’corponeuon. leoree. Meagan; Hanna Purnaee
corporation. Beorea: Jan Handy Dragnetienynetrolt;
hoMtHDevelopuant Minion. Greet knee steel; and ‘
Importation hodnate wanton. "gen-Steal Corporation.
learn. .

three other large conveniee that beoene Kenny's euante
um; the lategrhO'e were flatten lteel Conant. newton.
U- 7a.: amine Paper 6mm. lie-man. Que: Ind

fauna}. steel Oman. MW - .. -- ~

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Ebnry began to note during the hO'e that ho was taking
part in an inoreaeing number or anniverearioe, and par-
ticularly in more and lore retire-ant pertieo for old
friends. ‘Alao. the fact did not oooapo him that a great
nulber or einilar events, marking tina'a paeoing with
arraeting aoouraoy. were being held in‘gi_ honor.

An Eaetorn publication eaidt

The 25th anniversary of tho National
'Outdoor Advertieing Bureau. lne.. nae .
celebrated at a luncheon at the Waldorf
by ite Board of Direotore. Ho T.
Ewald, ite chairman, proeidod.

A mention appoored in a Datroit nowapopor that olaeei-
ried Henry ae an 'Oldtimor.I ‘ ‘ I f

' Henry T. Euald...hao recently boon added
. to the Michigan Organization Committee or
the Automobile Oldtimora. Ino., which ie to
form a atata aounoil or the national pioneera
group. ~
R. 2. Old ie honoraryohairaon or the
eo-itteooh ‘ .

m Daeembar a: 1916 the mmm.‘ «Loon-on obeorved
the hOth annivareary of tho foundina at their eloh. Honry.
or eon-ea. oe rounder ad holder or the only life heater-
ehip. one honored gueet. At thie event he nae. ae usual.
thoxeparkplog and remarked that.ho nae "going like 60.."

He eepaaially.en1oyed o 60th birthday onnivereary

‘ party given hin‘by hie can organisation. It made the paperli

 

v “ u- ‘- —-s1-.’v

#558153; of the final, lew‘rort. July, l9hh
hTW. Detroit. April 17. 19M;

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65

Henry T. Ewald ... was feted at a luncheon
by his staff in the Recess Club, Fisher
Building, on the occasion of his 60th
birthday.

In attendance wore the male staff or the
home offices as well as representatives
from all the branch.offioos.

" Previous to the luncheon the girls or
the Detroit offices presented him with 60
red roses in his office, together with a
book sontaini.ng individuak messages or
good luck and happy days. 8

In late 19h; he mourned the death of Thomas P. Henry,
a famous typographer and leading authority in the graphic
arts. His company and Henry's long had enjoyed the closest
and friendliest business relations.' Just how highly he
treasured his close friends is well demonstrated in a
letter he wrote at Christmas thus in l93h. Attached was
s nessags: I " I .. h
l 2' ...Old wins; old books.‘old friends are
rare - but the rarest and dearest of
then are the old friends. More and
—nors as the years pass. we appreciate
and cherish them. And at Christmas
Ttiae particularly we think or then...h9
.pna,ottnenry!s favorite service agsnoiss was the
Salvation Army and he had been a.menbsr or its governing
board for nors than 20 years. As early as 1939 he had
personally and anonymously rinanosd its Bowery Corps.
Thds tact. belatedly. came to light only when retiring

Colonel Jases Murphy. the “Army's” Eastern Michigan

“abstroit Adorarter. April 2h. 19h5

h9Corrsspondenos with the writer.

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66

'divieien leader. divulged it at a farewell banquet, which
Henry attended. in l9h6._

lore and lore of his associates and friends were

stepping 'asids and taking things easier. 1'. B. Mills. one
ef his intimates, and a member of the J. 1.. Hudson Cowpany
staff for 29 years. retired and went to California to live.
3. 1!. Grant. vice president of General Motors, and the nan
whs‘direetsd Chevrolet 's sales during its rise to leader-
ship, retired :to his "Nonandy Farms" estate in Ohio to
become a gentleman farmer and raiser of blooded stock.
U. E. Heller. another Chevrolet sales leader. with whol'
Isnry had beds: in close association for years. retired to
Florida. Henry's good friend. George 810cm. publisher
of the a tcnotive ls‘w . Detroitydisd suddenly in l9h9.

- .InJeptsaber of thesaae year the Detroit Chapter
of the led Gross honorednsnry by naming him chapter
chairna. .A This was only natural. ainee he had held in-
’pertant posts with Red Cross for many years past.

Later Henry and a delegation of top Red Cross of-
‘fisiala'lof the Detroit chapter visited Washington. D. C.
”and were received by General George C. Marshall, at that
the head of the national organisation. Henry and his
staff shortly afterward repaid the eaapliasnt by greeting
the general when he arrived at the Detroit airport. On

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67

the visit General Marshall was feted by leading business
men or :5. city. including Henry.

In the same year he received the “Leadership Award"
of the United Foundation Torch Drive. ”in recognition of
outstanding personal contributions to the creation and un-
precedented success of Metropolitan Detroit‘s United'
inundation Torch Drive which brought common sense into fund
raising for health and community services.' He was vice
president for the drive that year.

Previously he had been honored by being chosen chair-
nan of thsMichigan Chapter of the Arthritis and Rheumatism
Foundation. m. national goalfor 191.8 was $273,000. of
which the State of Michigan produced more than half. Henry
and his aides enjoyed one of their happiest triumpths..
Bush accoaplishnents. although not new to him. always brought
great personal satisfaction.

In l9h8 at a Christmas party given in his honor by his
top executives and older employes. they presented bin with
a heavy. bronze plaque. beautifully crafted. It was for
decorating the_nain.entrance to his vacation home in
California. Engraved on it were the words of the Chinese
proverb. "Enjoy Yourself - it's Later Than You Think.‘

‘ is the century reached the halfiway mark. Henry passed
his 65th year.” Although his interests in his clients' .

68

welfare were as keen and definite as ever. he began

realising that the time had some to delegate more responsi-
bility to his top executives. relatively few of whom.were
of his own age. The majority were younger. brimming with
ideas and vitality which. blended with the deliberate haste
of the veterans node for a perfectly balanced staff.

Also. his doctor had recommended a less booming pace.
This advice. coupled with the fact that he knew he was
getting older and should slow down. convinced him that he
should‘aake drastis changes in his business activities.

In late 1952. he wrotet

I believe you will be interested in knowing
of a step which I have been considering for
. sole tine .. turning.ay Company's operational
responsibilities over to a younger man .. and
.tsan of key men who now compose my Executive
Committee.

...0ur executive vice president will be the
new president. I as continuing as shainaan of
the Board. the majority stockholder -so. you
see. I will continue to be active in the
affairs of our organisation.

I feel that I will have more tine to eounssl
and guide my key nan through relieving myself
of much routine work. I believe the changes I
an making are in the best long range interests
of Oampbell-Ewald and Campbell-Ewald clients.

... I appreciate the-long years of friendship
o..with kind regards ~e always. sincerely

, (signed) Hem 6

His health failed rapidly.- a heart condition. from
which he had suffered for several weeks. finally forced

5OIbid. Last letter received by the writer from
30”,.

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59

his complete retiremcnt. scarcely had the new year of
1953 daunad when be but rushed to thy ncapital. fie re-
mained there for but a week and died on January 9, 1953.

Practically every nawapaper cf the country recorded
his death. A typical uteri. under an eight-column banner
in rod on page 1 caid:

Ianry T. Fwald, Ad Executive, Tend. Renowned
cciner of slogans. Konry T. Ewald, one or
America'l moat famous advortiaina men and
phrase-makers, diod today at Grace floapital..o51

Tho Itory recounted moat or thn.unjor events and
accamplinnauntl ot_flonry'n lit. and was typictl of th
generona featurtl run by the country's prone.

An editorial neatly summed up the high regard in
which km wan hold:

He died on. of tbs moat ominant and widely

acclaimed peraons in the whole tremendous
{[aévertiaing] industry.

but it was not that unicn cut him apart,
as much as his boundless love of Detroit and
his noignhora in it. For morn than I generation
he was in the forefront of virtually every
constructive community effort.

a1. philanthropian wort many and inclusivo.
Protontantu. sza. Catholics, Regroea and whites
owed a lot to his help...no did all thee. things,
not for applause. but modestly and simply.
neonate he wanted to help his fellowa.

Funeral norvicoa war. held today at Jaffaracn
Avenue Presbyterian Church within easy View of
tha river unarc he worked at I boy. 1nd not too‘
far a walk from the neighborhood or his birth.

Tho city he lotgd and larvad so well will

miss hip anrely.§-

A A g- __.___
‘—

51Putrolt Times. January 9. 1953
529-45, January 12, 195?)

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70

Jefferson Avenue Presbyterian Church was peeked to
the doors at hie funeral services. Nor wee this unexpected.
Relies famous, and the city, state and nation knew of hie
death. But the vast assemblage was different. Thin hushed
eudienoe presented a study in etrenge contrasts.

Here were presidents of greet corporations. Selvetion
Ari: leeeiee. richly epperelled eociel leadere. eelf-
coneeioue men from 'ecroee the tracke”, financiere.
Volunteer: of America uorkere, notional. etete. end municipal
leedere . e etriking gathering of vastly different eeetee,
ereede. end colore.

Iet deepite their differenoee. all were there for but
one purpoee -- to pay leet reepeote to the non who. in one
way or another had reached them ell end through hie friend-
ehip end neighborly effection brought e neeeure of Joy into
‘h‘:’ 11'...

On September 21. 1938. he wrote:

I on continental ebcut many things...end as
I grow older I feel more and more that one
quality of humane of which there oennot be
too much ie eentinent.

In thie day of mod-cop speed we are ell too
prone to forget thet our eeeooietione in
buoineee. on well ee in eociel end femil life
ere built on warm, human reletionehipe.5

The peeked church (bundently proved-that hie ereed of
friendlineee end affection had made its impreee.

S3Correepondence with the writer.

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The funeral cortege moved slowly to the intersection
of Crooks and Long Lake Roads. There Henry was buried, in
White chapel Mausoleum. The 20-511. Journey was ended.

a.

APPENDIX I

'0

' {Campbell-Ewald Company is the largest advertising
agency in the Middle West and the llth largest in the
country (August, 1961).

Henry Ewald, its president from 1917 until his death
in 1953. was succeeded as president by Henry 6. Little,
new chairman of the board. He Joined the company as
general manager in l9hh with a background of 25 years
in advertising. He was elected president in 1952 and
served as board chairman and president from 1953 to
1958, when Thomas B. Adams was elected to the presidency.

Campbellquald's expansion has been particularly im-
pressive in recent years. Its staff has more than doubled
in the past decade, and today nunbere more than 700
pecple.r Offices are maintained in 10 cities across the
country .. Chicago, Hollywood, New York, San Francisco,
Atlanta, Cincinnati, Dallas, Denver, Kansas City, and
Vlahington, D. C.-- in addition to headquarters in
Detroit's General Meters building.

For its uh clients the agency prepares and places ad-
vertisements for a wide variety of products and services--
automobiles, business machines, tires, banking, batteries,
paper, steel, insurance, dehydrated soup, to name a few.
Chevrolet, the chief account, is the world's largest
automobile manufacturer and the largest single advertising
account in all industry.

More than half of Campbell-Ewald's clients have become
associated with the agency in the past 15 years, contributing
greatly to the company's post-World War II growth.

To keep pace with this expansion and the changes in ad-
vertising techniques, Cenpbell-Ewald has broadened its
functions. Clients are helped in planning, naming, testing
and distributing their products. This, in addition to the
development of effective advertising campaigns. It is the
Canpbell-Eweld ”marketing center" concept.

Uhder the guidance of an executive committee consisting
of Henry 0. Little, Thomas B. Adams, Joseph J. Hartigan,
Lawrence R. Nelson, Colin Campbell, Clarence Hatch, Jr.,
Edward A. Schirner, John H. Forehew, and Kensinger Jenes,

72

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73

the Copy, Art, TV-Radio and Merchandising departments
have been reorganised into a single creative department.
Mhrketing and research have been broadened along with
Media, Direct Mail, Contracts and Outdoor Advertising.

The management team has been successful in blending
young ann.and women of fresh ideas with older and more
experienced Campbell-Ewald staffmen to assure continued
fresh talent and high-level servico to clients.

Prime example of this forward-looking policy is
Campbell-Ewald's President Adams. Elected to the position
in 1958 when he was 38 years old, Adams, a Navy pilot who
Joined the agency after the war, became the youngest top
executive of a major advertising agency.

Campbell-Ewald's total yearly billing is in excess
of $953000 .000 O 3

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APPENDIX II

In the more than half a century since its founding,
Campbell-Ewald Company has, of course, produced thousands
of advertisements for its many clients.

a representative collection of these is included in
following pages. While each advertisement performs its
selling function in its own way, and is of interest to
advertising students as an individual message, geared to
its own particular time, the major point of interest in the
collection is its demonstration of changes that have taken
pleee in advertising copy over a period of five decades.

For example, it depicts how universally popular color in
lagasine pages and spreads has become since the early years
of the century. The Hyatt advertisement (Plate I) of 1916
who among the first color pages published in the Saturday
Evening Post. Two years later a General Motors spread
(Plate 1) illustrated the first use of gold ink in a
nagasine advertisement.' In 1929 the first four-color photo
of an automobile in a double-spread was published in the
Saturday Evening Pgst.

Another trend, that which led to larger photographs
and reduced text space, is illustrated in a Chesapeake a

Ohio ”Sleep Like A Kitten” page (Plate XI) of 1933 and in

7h

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75

‘. cam... spread, ”then re. Boy Brows Older" fcr 1937.
J a. same is true ef e Deleo-Req advertisement (Plate XIII)
a: that year, titled 'Iure, she'll starti'

I. may other ways these intriguing sales messages
illustrate how advertising, when well directed, maintains
its position in the forefront of progress.

laterally the color pages lose greatly when printed
in blackenly, as in this thesis.. It is unfortunate that
the beauty and appeal of many of them are. partially lost,
for m are genuine works of advertising art and among the
finest ever produced anywhere in the world.

. the advertisements are from a list of more than 50,
which.are included in a large collection of material
a...“ to es. emu-nit: swan-sum Company.

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Or.

PLATE I

Sui
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4CJ€aiiyqu"z/33”;/i
oi

 

One of the first advertisements using color
was this Hyatt Roller Bearing Company page, pub-
lished in the Saturdax Evening Post of October 7, 1916.

76

PLATE II

JU

HAT will lease you most abou. the

the new ineteen Twenty One
Buick models is their utility. You can
rely on the Buick Vslve-in-Head motor
for power for the hardest travel, the
greatest speed emergency.
To remarkable sen'iceability. the new -
Buick models add really impressive beauty.
The graceful body lines, handsome ap-
pointments, refinements and roominess
inspire justifiable pride among owners.

Authorized Buick service. nation-wide in
extent, reinforces their high serviceability.
Primed the Ne-MMOU I“ flutes

 

   
 
 
 
 
 
 
 
 
 
 
 
 
  
    
   

 

Model Tor-y 0-:me rear. three III-PIC" ear - "79$
is.“ Tor-y Oar-ran, VI". lee w a - I?”
user! My Oar-lat, Its. last W essa- list
we“ Teeny Our-Van: trees. he W -h - I.“
M Toe-y wrest, this. last sauna-reuse - nu
Muir! Tor-r1 Oar-Fury Mar. seen W or - Ml
is.“ Tee-y oar-M1. arses W arts EM

I. '1. I. has". M Mid.-

 

 

__.._____—-

 

 

 

' LUNT e DAVISON, mums...

Third and North Saginaw Streets Phone 17”

 

Will-Iii BETTER AUTOMOBILES All-E. BUILT. BUICK WILL BUILD THE!

," -___-

 

 

 

One of Campbell-Enid Company's first Buick
gristaéeeasnta. It was published in leading: negasinea
O

77

PLATE II I

 

     

CHEVROLET. ANNOUNCES A COMPLETE
STANDARD. moron. CAR FOR .5 as

lnollcringtheSupcriorChcvmlet
at 352.5, its manufacturers call
attention to certain features of

For there is no lower riced H

automobile in the world t has l.

construction, equipment and
performance that are positively
necessary to complete satisfaction.

( an [as twp/ere, [err tandem},
must nou submit to direct com-
parison with the Superior Ches ro-
lct, and sand or fall on lines only.

the qualities of Chevrolet. Pay a
little less and you get and less.

Check these superiorities—tbese
absolute essentials to comfort and
economy, and see whether they
are not, each and every one of
them, indispensable to a real,
modem automobile.

 

 

fish- regains-.3: Is at: {www were .- will b -‘g. ems.

twinned-sense". “khan-"I." m“...

 

quay-eman-

:22- -9_ -l§*-.—~s-_—~

 

IWb—end-uflseesb mum‘flfl‘h
khan-fisheries“. em 3-.“ a... m‘
.m~.. m .- . mass] Xssseael lesduahs
00-h- (tenet-era «harass-alas]: “"0“”
swam-adamant“ use. so ‘ was“ nu Hi “I
:vsas'usil'msc'azs' """.‘.',':.‘..".'t (ma-sum" e a as r ihw;h- ass-s

.' - .

(her—else Paar M Coupe asst lessr Dear lads;
WM.W__..M “I'M—L- wahlé I

CHEVROLET MOTOR COMPANY

Dielslou of General Motors Corporation -. ‘

omorr. men. I

 

5—.-- _ . «”4 .-—,——

 

 

 

 

 

 

 

 

 

mum. to: wr- «J'ersU was... am was... an: .
Mill]: Mm. 192‘ llalrlflflfssn'q. ”4'! ”W110“. 31.”! "William. 0375 , '
Iflrwtm’qssli from.” Heirl‘ °"6 Milt-Chan's.“ M' "T'fMlT-CMJII”
lfllhtw

 

 

 

 

LET;

A car for $5251 An early Chevrolet advertisement
released shortly after Campbell-Ewald secured the
account in 1922.

 

 

 

 

 

78

PLATE IV

Again Oldsmobile has set a new high
mark for motor car style! Here—on
the famous Smaller “8" chassis is a
4 passenger car that for sheer beauty
and ultradistinctiveness is unrivaled.

It fairly s rkles with originality. The
color is a lutely new-an exquisite
crcarmkbutl' shade h1:01?“ is ”(rich as it
isst mg. Itsup steryis superb
maroon. handvbuifed leather; its equip
ment is absolutely com lete. there is
nothing more you cool require.

The attractive body ol'thc Oldsmobile

EIGHT

Super~ Sport-

Super'Sport is mounted on the famous
Smaller “8" chassis. Its motor is the
powerful. flexible Smaller “8" motor.
All of this assures you that same no
excelled driv' comfort. that same
mechanical all round excellence and
the same smooth power flow that
have brought the Oldsmobile Smaller
“8” such unprecedented popularity.
With the addition of this striking car
to the ion-23 line Oldsmobile otters
a most complete series of both fours
and rights for your selection.

 

Olds Motor Works. Lansing, Michigan

Division of General Motors Corporation

SUPER-SPORT EQUIPMENT

Tu." Merl I“. IV- WWO” I'h‘o- flex (l

‘ Infi- In lveh .t-mr-n-
Quotable rims. plate alaaa. {tutu-n lvl'h
«stem.

.11“
Foot Reel Sedan tin

MC “novel's ( ‘ ' l
- sot s amines-o. '"l...‘M'-(.n I has, m; use a.
an'I "e M! mg“ n? 4:“. film-disburlufl [rat
- r or a rest. Mb ._ l. " emits.-
‘ in: her grime stir! Md" innit», " u m Mateo-nee - at.“ c h.
' - “or rss 1

> l.‘ la‘ "was” I'm“
material at toenail "no lllmsflUhts~ P" h'” "" Itn‘e‘lttlo I.‘I'uhulur.

’l 'l'1 . . . i ‘7 send
. I”Mel-IL In MN- ‘m‘mufim “’N 1|rsi2arrlrr~Fi-nta.-
1 . we. met. rims baht _"“"‘“‘"" 5““ q... me.
i loot \‘leu film... llrv- emu-is Wiper -Ctm~ T Inst ~ "(cabal-l.- t- s-
; ellnl phi: does. warmth mounted. ¢ amps

—. “_' -‘.- -

 

 

; I 6
Jr _ at

A 1922 advertisement for the Oldsmobile Eight
Super-Sport.

79

  
 

A .1 (hddand
-Mhi

kill.

M llllllii|

       
 

ChooseYonr ClosedCar

TheOaklandSsdanlshaspod-h Silverbfaeed.dass-eoveredlnstruaseoss
Ioohalthholkwhhthssa-emtlse Mina-shahmboard.
‘Mhmwwolandeo-o vhor.hsater.do.eIfls—tlsesaarebosa l
”Mummflm fewefthamnydstflbeooMm l‘
hbflsfln'ahome. “Modem-Hm. i?
hon-bh-aelsasfiofsqeslor-oeho- labethvrhhthbheWhodv ,i
lealeaeellaoeewkhooadshelosstd lea-sooshrunohgaodedo .l
mwmheedorhsoo-y pendallbehaai. hadn’t“
aodhvlth‘ new... hmbeusoflaIp-sswflehmeanseasn
asuellssrlsawalsareuplsobsredh “Nahum-poem
phi-chitTII-eba-pleroo-‘a Ilsh. Mmbeodosearstssawrh-

 

l
ll
items. mmhlm-fles
Wide-vision windows are See the Oakland at your
ralsedaodbw- I.” dealer's today. Convince
adults-:8?“ L2“ "3 on” ,
subset-MM Isms—sins. ms Mfume-upset» l
“Who-shearer“ mm' :1: do" me voor car for l
wheel—amoueoomleat Cur-bl— W pros-pt "flit!!!“ 3
”summed-era” “iii...” "mi-“‘50”? i
”his. regardleseofpha. “hopeless i
l.

 

 

 

OAKLAND HO‘I'OI CAI COMPANY. PONTIAC. HICIIIOAI I
' Dbdsloo a] Coorral losers Corporal“. l

(Dealer’s Name and Address)

.akl and "6"

——_’- , c ' Mr. A, ' , 77 A

  

In 1923 a closed car was something of a curiosity.

This copy dealt with a once-famous Six, The Oakland.

80

PLATE VI

 

     

v’ (1"

‘r

    
 

Burn su‘hsrakulo'oresn ares-(lo (0.9007 s
desserts-sent star. 01 Cedar Rapsds. Iowa

Complete Satisfaction
at a Lower Cost—

”Our five Burroughs Calculators have been in constant
use for the past three years. and we have yet to have one
of them out of commission due to mechanical or any
other trouble." says the Deneclre Company. department
store of Cedar Rapids. Iowa.

 

Burroughs Calculator

$20M “Burroughs Calculators do our work most satisfactorily.
= and at a much lower initial investment. They are ex.
tremely simple. speedy. accurate. and built to withstand
Hero are [use a low of she-hundreds ‘he “rm" 0‘ the Mt me" “we".
olb do t t I ' , . . .
51,,,::;,,’,'"c",,:ff,’n:,‘;‘.'"‘ Deneclre s experience with Burroughs Calculators is only
w m - M. one of thousands throughout the country. In all. morethan
is. sums... a c... and...» 40.000 Burroughs Calculators are in use today. These users
ii!" ”“"' Cm' ”W" have uniformly found that Burroughs Calculators afford the
uuler Brothers Bolts-ore , .
a...” cu...” rmm speediest and most accurate way to figure expenses. dis-
w'mmfl‘ :m counts. interest. estimates. and other calculating work—
L 8- W e. lime-odi- at a decided savmg in purchase price. and an extrunely low
fi:fif‘u cg 4 V, Jun-‘23: upkeep cost. These superior advantages are the direct

result of Burroughs' thirty-eight years of experience in
building better figure machines for more profitable work.

rrou he

mire-nur-

"title"
‘ ‘ 0
i . 132.2390:

7%., Z’rbr ts _Maohlnas_ _Machines»

       
    

Mouths

Aldus

Harhhe Co"

6! serum Blvd.

Detroit. Inha-

Pleaee esplaia ho-
W Collision

will prove a profitable ro-

use-neat let me.

  
   
 
 
 
   

    

 

 

 

 

 

 

First of a series of Burroughs advertisements
published in l92h.

81

PLATE VII

"9“ '3'” l' m." .gfi
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_..., .,.' r‘, . rw _
. - - -r'
.

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- :4 J. 27:13

 

Eighth of the Burroughs series of 192k.

82

 

 

 

 

 

 

 

 

 

 

 

 

 

PLATE VIII

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

C A0 D I L LA C

ne quality which women deeply admire in the Cadillac is its mn'valled
capaaty for remaining young. Q By that we mean the astonish‘

Cadillac ability to remain mechanically fit. smooth and

quiet in opera!

non. and consistently handsome and fashionable long after other cars

must he replaced. (1 Incidentally. it is this enduring

excellence which

stamps the new V453 as the truly economical car and makes it the
wise investment for people of moderate as well as unlimited means.

 

 

* /.?E .

 

Cadillac advertisement of 192h.

Gene

This piece of

copy was cited in Frank Newsome, Jr.'s book "They

Laughed When I Sat Down."

83

 

 

PLATE IX

 

This Dales-Remy copy won an award in the l936-‘37
Exhibition of Advertising Photography, Chicago.

8h

PLATE X

 

' ‘ —- ; .caoi’tuc

In 1931 this spread in the Saturday Evening Post
featured the first use of gold ink in an automotive
advertisement.

85

 

This famous advertisement won Advertising 8: Sellin
Magazine's grand prize for outstanding theme when first
released in 1933.

86

PLATE XII

 

 

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grenadine
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Illustrative of new use of large photographs is
this spread which.won an award in the l936-‘37 Ex-

hibition of Advertising Photography, Chicago.

87

PLATE XIII

   

“ Sure, she'll start l"

  
     

- zero weather
means nothing to a Delco

it‘s a mighty comfortable feeling-theme bitter cold days
-ro have a Delco battery in your car: it gives you posi- ... . .
tire assurance that your motor will turn ower instantly ‘ ~ ' f '0

when you step on the starter. l-‘or De'lco batteries an o
particularly tested for operation under sub-zero condi- “‘ '

lions before they leave the Delco factory. This. together

with sound engineering . . . rugged construction . . . and

high standard of materials. is one of the many reasons why @® D @m 2 9

Delco batteries are standard equipment on leading motor

cars-including an General Motors cars: why minions or :.‘.:'.:::. 22:22.42: .21'.'.:'..'.'.:; :2:'.':.::‘::.':;':':.';::.‘3".33:.
motorists the world over have learned to oepend on Deleo- :: ::.::.':::::;. 211:2: :.-:::::::: :::::." 3:33.11::1'::..:.':.::
Remy's quarter of a century of experience. So. if your hero "m.

tery needs replacing. don‘t leave your selection to chance. (d

Get a Deicn and he sure of quick. sure starting this winter. ow/

World's Latins! Manufacturer of Interactive Electrical Equipment
r— ——‘«-_ __

 

This Delco message won the Gold Medal Award for
copy from Printed Salesmanshfl Magazine in 1925.

88

PLATE XIV

“

 

“MORE GOOD NEWS FROM THE PRODUCTION FRONT

 

   
   
     
         
  
   

THE FIRST ILLION ,
OF WAR PROD CTS IN 42

 

 

 

 

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_1_HE AMERICAN WAY WILL wm

 

 

 

In the dark days of World war II this copy for
General Motors was cited by Advertising Age as a
morale-builder.

89'

 

 

PLATE XV

 

N ow Driving

Can BeE_t_1_r_1

by Ruth Warren

 

The New Chevrolet steers so easily . . . stops so smoothly .
performs so spiritedly . that driving is a positive pleasure

One of the first things you will notice about the
new Chevrolet is that it's so easy to handle.
lt's a friendly. spirited car eager to be useful in
your life. Shopping trips, social calls, all those
countless errands are performed with case.
Center—point steering lessens driving fatigue

.givcs the driver easier sIIrer control and a
grand new feelin of confidence behind the
wheel. The curvedK windshield with Panoramic
Visibility blends safety with beauty. bts
you see more at the toad. Another striking
thing about the new Chevrolet is that it goes
so tar on so little gas and oil. Note too. Chev-
rolet is the only car in the lowpricc held offer-
ing a choice of standard or automatic drive . . .
the sensational new Powerulide‘ automatic

 

‘ transmission.
‘ m worn. DO 10‘. ‘,w w.” A" In a". the new Chem is I“ MIL '
ment of every woman’ I dream of easier, safet t.
FIRST. . . and finest. . . at Lowest Cost. m m and In... Member driving. Your Chcvmlet denier
Chevtulct has every quality of huh lit-bio“ . . . we flowing lines. . extends an invitation to come in and drbc a
law. (ll'\l‘d windsh'n-U and Winn window neon . . .luxnrtous Bait new Chevrolet—it's I wonderful experience!

by Fisher. And wt. ('l'ln rolet II the lowest priced line in in field. .and
.1 regular unset about '1. oil and uplnep!

‘W and“ Ami: T
m L

WM
he‘d-eon eel): "wanna-...

. 5-2“?

«New Two-Tone him

One of the season 's ltcv f .rich
.2, too-tone upholstery. h‘ to the
bruntifulh detailed interior- of the
new ( hevrolet ' Five-Foot M'.
deep. colt tushions . .cxtrl' k. rind
heed mom. .rhick .Ifl

corn-dry. .
we on over- -ull feeling a‘
filling luxury and «MW

:5:

 

AMERICA'S BEST SELLER...
AMERICA'S BEST BUY

cmrom “0'0. W190". Caner-l “Us (Who
OHIO" 2. llCMGAN

 

W” “

An advertisanent of a series for Chevrolet that
won first prize for copy in women's magazines for 1950.

90

Any way you loolt at it. Chevrolet‘s your best
truck investment. The plain and simple truth
is that Chevrolet trucks rate limb in all-round
savings. And your savings only begin with
Chevmlcts low initial price. Chevrolet's opa-
ating cost is right at rock bottom, too. Then
Chevrolet trucks are traditionally ianrous for

Pittman Limos”

Pitca LEADERS

PM Im- opeutinfimu pa ma mile, mun bum than:

( 1m lulrt truth w to car running and Rpm Ms,
thrlt mlni, run“! comma-on lets mu deliver the pin!)
hllil tul rid-«tines In operating "putts-I

Illustrative

PLATE XVI

“_, .)

 

low maintenance costs. They're really rugged
...builttostnyonmeiobdnyaftetday,
year after year. Now add extra high tradein
valuetoallthisand yougetthebcstbuyin
the business . . . Chevrolet Advance-Design
trucks! Chevrolet Motor Division. Genera!
Melon Corpomtiou, Detroit 2, Michigan.

. .
Pnnronniincz Leanne

The most We! Ono-min truth ever built! Your
duke u! No great Vahe-in-Hud tapioca gives you high

llrmpnermercndewofuabienniw-
hind: m‘ckvumu to rot dun not trip tine.

., CHEVEOLEIQ.

 

\. ___. _-___. _

PtL ._

ADVANCE-DESIGN

TRUCKS

C .
Popuuamr Lunatic

 

of use of large art

91

in truck copy.

“ C

K

£3,

An advertisement for Chanpion Paper which, unfor-
tunately, loses much of its beauty and selling power
when printed in black only, as in this illustration.

92

 

PLATE XVIII

 
  
 

Q

Child
of
the
m ag‘nificent 3%

. \‘

ghosts ‘- Q

 
 
  

   
 
 

     
  

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WMImnuhsmpipa-bi‘modum dmllyWoUi-gsm.
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duo! American road-lib the Dsyof judgment. bocupowu V0 engine. or the fantastic-urge of sec-Imp
Mmthespauaninsbywheosflmfiq thathstsmmmoaofthMtkpm?Whom
“sandman.sndnomsnwho¢vu-woocan dwibcthemdedulfeelingofmflsmmdnhn-
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whirlwind of their pain... genuine smishmt thumwhsn ”visit-pullout
Mbwbscnghosulotfmymbunhcirn‘ic rock-colidhnbu?
hwdid.Aodso.uodsy.theyhsvesninhe¢im— Whommkewaselwhstitislihuodfivssm
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thdotolthei: lined. don. napping pom-dun you'll vim-ll, eve: use?

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Mdndmilchndlavithsmm umwm’ah'flmfiibh
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YumMsCminsaionsndin-gincmof dGemllongeuoitLMichig-n.

CHEVROLET CORVEITE
‘ 1

"‘ 1

 

tstanding
One of Campbell-Ewald Company's most ou
advertisements. It adroitly teams the famous road-
raoing Chevrolet of another day with the sleek and
sinuous Corvette, pace-setter of the moderns.

93

PLATE XIX

-_- '-

Chevrolet’s '
special
hill-flatteners !

162KB V3
180111.: VB

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Ben-e-t-r-o-o—O—O-OOM!

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Wanna-an.

motoramic

@

. Stealing the Thunder from the High-Priced
Cars with the Most Modemyspn the road!

 

 

- —- v-“

‘See Your Chevrolet Dealer

 

This hill-flattener copy of 1955 was Shosen by
Julian Watkins for inclusion in his book, The 100

Greatest Advertisements."

9’4

PLATE XX

   
   
 
  
  
  
   
  
  
   
  
  
  
  
  
  
  
 

Computation . . .
reputation . . .
and the dynamics

of defense

Whether to guide a missile, to detect an enemy, to novi-
gate a plane or to sight a gun . . . modern defense systems
depend on computation.

And computation is Burroughs' business. It is the basis of our
worldwide reputation for outstanding high-speed business
machines . . . and of our recognition in the advanced
fields of electronics and magnetics.

Today, with the continual change in defense concepts,
Burroughs‘ progressive experience and integrated facilities
are at increased value. They enable us to accept the prime
responsibility for Armed Forces proiects—trom analysis and
research, through development, engineering and tooling . . .
into production, testing, field service and training.

In the fields of instrumentation, control systems. communicao
lions, electronic computation and data processing, we have
proved our abilities on some of the mast tar-reaching
assignments. Please address inquiries to Burroung Cor-
poration, Detroit 32, Michigan.

BURROUGHS INTEGRATED DEFENSE FACILITIES INCLUDE:

Burroughs Corporation plants in Detroit and Plymouth. Michigan
Burroughs Research Center, Pooli, Pennsylvania
Burroughs Electronics Instruments Division. Philadelphia. Pennsylvania
Control instrument Company, Brooklyn, New York
Haydn Brothers of New Jersey. ”airfield. New Jersey
The Todd Company. Inc. Rochester. N. Y.

L
-' p»

Burroughs

The Foremost Name
in Computation

looking to future expansion, Burroughs invites inquiries lrorn quak‘ied engineers.

The space age was never better illustrated than
in this Burroughs copy.

95

PLATE XXI

 

Smooth blending of selling power and public re-
lations is accomplished in this Detroit Edison copy.

96

PLATE XXII

Striking example of the "soft focus" effect,
achieved in photography either through use of a soft
focus lens or by diffusing through a screen. Note
absence of any hardness or sharp delineations.

97

 

PLATE XXIII

 

 

   

Looking for y_(_)9_r_ money’s worth?
Any General Motors dealer who uses GMAC
can finance your car and your car insurance,
also creditor life insurance, at reasonable cost.

 

 

 

 

 

*1—

A convincing story told with 35 words and a picture.

98

PLATE XXIV

 

Intriguing treatment, with all copy blending into
a coarse screen.

99

PLATE XXV

 

NAL STEEL

3- M m w'_“"'.r"‘w “wwmwfiflvmmeap.

' . . “MW“ WW

ennui. Wanton. than“ “humanism-Ilium MI! | I ll mom. WWMJO-
Wards. F" 9‘". “lira-‘01:.“

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Wishthhcuen you lawman-lb .- sumo-«sun end-Cam
lander ”momu'wimmomu- “measure-ex“...
Sheldvhim‘sN-Apmmw men-W ,
magnum-ammmu .f Miami-Illumllm- ”omnibus-antic.

We _
Minuteman-mum. “a “I“ I, an“ torture-renewed
fl mum-e “m“ “N""t‘t‘

   

MBImWWflM'IMK*M~W~m- .mum
adm- O‘W 0mm ufiemwm a mun-amp.

Copy that promotes a sense of security on the part
of readers while indelibly stamping the name of
famous manufacturer in their minds.

100

PLATE XXVI

«gigs-9-30.1 V_ . . . . align-Infill)»:

0833...; _ _

.98 4.3 .8

.813- .w la. in .41 4.5

. .2952 is £5 .3..-
.$1 3 «£3302 ii in
t; 3 i 1.3 an.- s {'3‘
spziizrz one-«2... 32...:
c ...-u shoal-135:1 Z 3:38
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taste-3t; 41.1.38 ’15 3|
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igig vats»...
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15 5.3::— 59’. I253 s ....
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.5315! 5 a... .1... 82 it.
asst-3351203315..—
9; it.) 3.. 2.33.. «sitar...
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maroon—«mas
assassm
sfisasosmson
sacssac.
25685 b6?

   

i Law! I.

 

 

Six unique selling propositions of Firestone are
101

adroitly presented here.

Follow your dreams on one of these excit-
in; tours and wind through places of beauty
and history. sunshine and warmhearled-
nest-tor a vacation rich in discovery and
joylully low in cast.

Italian Hollday to Zurich, Lugano. Pisa.
Rome. Capri. Naples. Assisi. Florcnw
Milan and (knew. For I6 days-only
5599 complete'.

Iberian liollday to Uabon. Seville. Torre-
molinm. Madrid. Granada and Cacercs.
For l6 days — only $499 camplele'.

 

A

PLATE XXVII

Mediterranea- Crulaa -(We let you to
Zurich and back.) Sail first-class (rent
Venice aboard Typaldoa Linea MIT Athinai
to ports of call touched by magic. For 17
“ya-ital 369! complete‘.

See your travel agent or call Swissair
for a da'y-by-day achedule of all the things
you'llteeanddoonthetourofyour
choice. Or send in his output today.
Sui-air 03:3:th lrgNev Y3 (m2:
the l14ayeaetmion late). all meals. fine. hotels.
transportation. M "‘0 tlpa.

 

ub—~

 

Forthcmaoyyou usuallyapadoaawlntarvacatlon

We’ll give you Eumpe

'3‘

 

Swissair. 9872 Wilshira Blvd» lover” mm.
Please send ma emulate htormatlott about

Sulaaalr'a special: _ lan .Nolldo .
C] tbarlan Hdmwwm Grub:

23% fl
rgytssmn

CAPE - WORLDWIDE

,‘

A

i

Quaint illustrations and forceful copy appealing

102

to the vacationer who wants to see EurOpe at low cost.

HICHIGRN STQTE UNIV. LIBRRRIES

lllll
1

II III I!“ ll lllll

31293200821

 

26