Archive for the ‘Vintage Racing Advertising’ Category
Begone Dull Care!
Let the spirited Elite introduce you to the joys of Lotus motoring, derived from unique specification: glass-reinforced plastic unitary construction all independent suspension, four wheel disc brakes, Coventry Climax 1214 cc power unite. Lotus Elite – LeMans 1960— 1300 cc class First, Index of Thermal Efficiency First. Manufactured and distributed by: LOTUS Cars Ltd. Delamare Road, Cheshunt, Hertfordshire. Telephone Waltham Cross 26181.
Wow. Now there’s an unformatted pile of text that is very difficult to make any sense of. I can only imagine that this was dictated over the phone to the advertising editor at the BARC Gazette and just transcribed and keylined in. It looks almost like a telegram of the ad’s copy.
Let’s just concentrate on those lovely lines of the Elite’s bodywork instead. There, that’s better.
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One of the great losses of print advertising moving away from long copy and towards simple image and headline is that we may never again see another print ad series like this on from Martini & Rossi. This discussion of the driver’s seating position with Stirling Moss was “advertorial” content decades before the term was invented.
Martini & Rossi presents the Stirling Moss Competition Driving Lesson
The driving position is a very personal matter and one which you must work out for yourself. The main thing is to be comfortable and to have all the essential controls within easy reach.
The current practice on single-seater racing cars is to use a reclining seat with the steering wheel more or less upright and at arm’s length. It should be possible to adjust the position and rake of the seat to suit the majority of drivers.
The seat should give lateral support right up shoulder level, and for this reason it should, if possible, be made—or at least padded—to fit an individual driver. It should also be very rigidly mounted, to prevent any possibility of movement when cornering, accelerating, or braking.
In addition to being comfortable it is also necessary, on a single-seater, to be able to look over the top of the windscreen without being buffeted by the wind at high speeds. To attain the ideal in this respect it may be necessary to build different windscreens for different drivers.
There is much to be said in favor of the straight arm driving position. It allows the steering wheel to be turned the maximum amount without the arms becoming crossed up. It also permits rapid correction. Racing car steering is so light these days that the leverage of bent elbows is no longer necessary. And I find the straight arm position the most relaxing.
Martini & Rossi Suggests…
an enjoyable way to relax after the checkered flag goes down—M&R Vermouth on the rocks, a drink that is winning favor among sportsmen everywhere. Sweet or extra dry, Martini & Rossi Vermouth is great straight. It’s America’s favorite.
P.S.: Vote for your favorite driver… to receive the Martini & Rossi Award for Motorsportsman of the Year. Official ballot on page 14.
Martini & Rossi
Renfield Importers, LTD., N.Y.
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The Best Small Sports Racing Car produced today—irrespective of price.
This is it—the Mk. VI Elva.
If you don’t agree, I would be interested to know your reasons by phone (Hastings 51371) or letter—Frank Nichols
Elva Cars (1961) Ltd., Hastings, Sussex
I love the bluster of this ad copy, as if Frank is challenging me to a fight if I don’t love the Mk. VI. Easy, Frank. I do.
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There’s just one thing wrong with Alfa’s 1750 GT Veloce.
We can’t get enough of them.
Maybe it’s the name.
1750 Gran Turismo Veloce. You just know it means a fast, luxurious car in the great tradition of European road machines, always ready to race or roam.
Or maybe it’s the body. That brilliant styling has made this Bertone masterpiece a modern classic. Inside, the GTV is handsomely fitted with solid mahogany trim. New-design bucket seats the enfold you in arm-chair comfort even at nearly 120 mph. And a full complement of instruments, including a tachometer.
Most likely, though, it’s the famous Alfa performance, even livelier this year. A new stronger engine with race-proven fuel injection. Five forward speeds to cope with any traffic or terrain. Four-wheel disc brakes that stop you right now, in a safe, straight line. Wide-tread radial-ply tires that seem part of the road, take corners with race-car sureness. Racing suspension and precise steering that makes the car do what you want to do, the instant you want to.
Alfa Romeo’s new 1750 GT Veloce. Better hurry to your dealer now.
Alfa Romeo 1750 GT Veloce®. $4446 Ease POE.
Alfa Romeo Inc. 231 Johnson Ave., Newark, N.J. 07108 / 215 Douglas St. So., El Segundo, Calif. 90245 / Alfa Romeo (Canada) Ltd., 26 Greensboro Dr., Rexdale, Toronto, Canada.
As someone who works in advertising, I don’t think any contemporary creative director would let a copywriter get away with calling the product by three different names: 1750 GTV, 1750 GT Veloce, 1750 Gran Turismo Veloce… Make a decision!
As seen in Road & Track, July 1969 on Sensei Alan’s Flickr via Chromjuwelen
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I’m a little disappointed that even in ’61 the ad copy led with luggage space and seat adjustability. Get to the performance info, people!
New form and fineness for America’s only sports car.
There’s a winging new shape for the ’61 Corvette, and beneath these crisp contours, you’ll discover new refinements that reach right down to Corvette’s powerful heart.
Settle yourself in the cockpit and feel the no-nonsense comfort of those new bucket seats. They’re individually adjustable and the seat tracks themselves can be moved farther back for more driving space. Notice the increased foot and leg room made possible by a driveshaft tunnel that’s 19% narrower. There’s more trunk space, too; the luggage compartment is 20% larger for even greater touring convenience.
For muscle, the ’61 Corvette retains five versions of America’s most famous high-performance engine, the Corvette V8. Quick and sharp as a whiplash, this engine is available with up to 315 horsepower in a Fuel Injection version. There are three transmissions to choose from: a brand-new three-speed Syncro-Mesh with new quick accelerating ratios, the close-ratio four-speed Syncro-Mesh for the keen type, and Powerglide for the boulevardier.
There’s a feeling of pure confidence about the ’61 Corvette, a feeling born of the knowledge that this is the genuine article! See this new one at your Chevy dealer’s and you’ll know…
If you wanted a Corvette before, there’ll be no holding you now!
Chevrolet division of General Motors, Detroit 2, Mich.
Corvette by Chevrolet.
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Trophies, special model motoring Fords, all-expenses paid trips to N.Y., TV appearances, a chance at a fully-equipped 1967 Ford Mustang: not bad for turning laps on the slot track.
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The new world champion Mario Andretti chose Ferodo disc brake pads for his Lotus Ford.
Ferodo have now provided the disc brake pads for 18 consecutive World Championship winners.
Whatever your car, Formula 1 or family saloon, Ferodo have disc brake pads and brake linings for it which will give you first class braking. For the last 18 years the world champions have selected Ferodo.
Countless other motorists throughout the world have as well. Ferodo stop at nothing to ensure you stop safely every time.
Ferodo disk linings and disc brake pads.
Ferodo Limited, Chapel-en-le-Frith, Stockport, Cheshire, SK12 6JP.
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The overwhelming majority of race winners the world over choose Champion spark plugs because Champions have no equal for performance. Why settle for less in your car?
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