Tuesday, July 7, 2009

This is an interesting comparison between a station wagon layout ad concept and the final version that actually ran in all the major magazines in 1970. The top ad picture was shot on the Screen Gems movie lot in California during what we called an experimental shoot. There were no approved ads to be shot but we had all the new prototypes to photograph using a few pre determined directions for each car. The wagon for '70 was all new with a very nice feature that made entering the rear seat easier than ever. We called it the walk-in wagon and made the above experimental shot with all the ladies as a demonstration of the capability. The picture for the layout is made with an inexpensive print of not great quality that has also faded some over the years. I presented the ad to the Chevrolet clients but you can guess why I didn't get it sold. The ad that ran was shot in the parking lot at the GM Tech Center in Warren Michigan. Our office was across the street on Van Dyke and when the wagon became available I called Warren Winstanley who shot the original picture in California. He arranged for a pretty young lady to meet us there and we took the picture you see below the layout. No trouble selling it. I still think the picture with the real looking ladies would have made a more memorable ad but when you are making ads you sometimes don't get to have things go your way. I am happy to get to show you both versions now. 

1 comment:

Tony said...

I prefer the first ad as well. You can see more of the car and it makes more "sense" to me showing the other ladies. Maybe it was a church group or something. More of a story in this ad. In the second ad, who was driving the car? Why is this lady getting out of the back seat?