創造と環境

コピーライター西尾忠久による1960年〜70年代アメリカ広告のアーカイブ

"My Graphic Concept" Lecture by Leonard Sirowitz(10)


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6 dumb
ways
to pass
another
car.


Passing another car seems so simple that you don't even think about it. (With luck, you may get to think about it In the hospital.)
So please. Think about it now. And if you ever find yourself doing even one of these dumb things, never do it again.
You may just have used up allthe dumb luck that's coming to you.


1. Pass on hills and curves every chance you get. It's the sporty thing to do. We all know tnat a passer should be able to see a full mile of clear road ahead, but you ought to be able to shave that in half and get away with it.
2. Once you start to pass, pass. Don't drop back to your safe spot because it looks as if you'll be caught in a squeeze. Stay in the wrong lane and brazen it out.
3. if you're carrying 2 or 3 passengers, your car will take 25% to 40% longer to get up to passing speed. But what do you care? Just hit the gas pedal as hard as you can and give everybody a thrill.
4. Never check the position of the car behind you before you swing out. If he's starting to pass you, that's his problem, right?
5. Pass on the right as often as you can. Notice the priceless expression on the other driver's face. You may die laughing.
6. Don't wait until you can see the car you've just passed in your rearview mirror before you swing in ahead of it. Show off a tittle. Cut back fast. Right in front of him.


Of course, there are more than 6 dumb ways to pass other cars. And new ones are being invented every day. That's why we're putting these ads in the papers.
The fewer dumb things you do, the better chance we have of getting you to try our gasoline and oil.
We'd like you to know how to pass everything on the road except our service stations.
Mobil We want you to live




This is a sign of our times.
Welcome to the age of utter confusion.
There is something criminal about highway signs that are no more helpful than eye test charts.
If they don't make you go out of your way, they make you go out of your mind.
They force you into decisions you don't want to make about roads you don't want to travel to places you don't want to go.
At 30 miles an hour, they're unnerving. At 45, they're terrifying At 60, catastrophic.
We don't know how many bad signs there are. Maybe thousands. Maybe millions.
We don't know how many accidents are caused by bad signs.Maybe hundreds. Maybe more.


We do know that bad signs make bad drivers. And we do know a few concrete things to do:
1. Complain. When you see an idiotic sign, make a note of it. When you can, fire off a letter. Start with the State Highway Commissioner. Tell him just what you think. In plain English.
2. Outsmart them. Before you leave on a trip, study a map and have a clear idea of what to expect. Know what direction you're travelling, so when the sign says "Route 22 North" you won't wonder if you should be going South.
3. Never go back. Once you've made a decision, stick with it Even if it's wrong. Don't sit in the middle of the road, confusing everyone else. Above all, never NEVER back up into oncoming traffic.
We at Mobil speak with some little experience about signs.
We put up more signs than most cities do: at least one for each of our 26,500 service stations.
And every year, more people buy more of our gasoline and oil. Which is a very good sign, indeed.
So if you ever go astray, at least it's easy to find 26,500 places to ask directions.
Please don't hesitate. We'd be very happy to put you back on the right road.


Mobil We want you to live


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