Mercury Eight Advertising Art (1942): The Aviation Idea In An Automobile

Advertisements claimed that Mercury had more power per pound than most cars, which it did, plus aircraft-inspired engineering, aerodynamics, and styling. In fact, many 1941-1942 ads showed the new Mercurys alongside airplanes. The slogans were: "The aviation idea in an automobile," and "The big car that stands alone in economy." But the Mercury wasn't any bigger inside than the Ford, it wasn't any more aircraft-inspired than a Ford, and it wasn't all that economical.

The newly designed ride-stabilizer, brakes, window vents, and the amount of trunk and seating space were presented as being something exclusive to Mercury. They weren't, but in reading any Mercury ad the reader might get the distinct impression that this car was totally unlike a Ford. By associating the cars with aircraft, Mercury advertisements were truly "reaching for the skies," or perhaps even "floating on cloud nine." Ah, what dreamers the advertising agency copywriters were in those days!