...Flashlight batteries?* (*Translated from the Scooby-Talk: "Rash-right Ratteries?")
Here's an ad from the interior of THE ADVENTURES OF BOB HOPE # 5 (DC Comics, Cover Date: October-November, 1950), and it's the kind of ad you just don't see anymore!
The type of advertising that was popular in the 1940s-1960s, and was perfectly at-home in comic books! Let's break it out for easier reading - and, of course, you can Click to Enlarge the entire ad, or any portion thereof!
Guest-starring as the Treasury Agents, on loan from DC Comics, are PERRY WHITE...
...And an adult version of JIMMY OLSEN! DC really showing all-in support for this ad, getting the supporting cast of SUPERMAN to do their part(s)!
...Or maybe they just used an available Superman artist like Curt Swan, Kurt Schaffenberger, or Al Plastino - and that accounts for the resemblance and "general house style" of DC Comics!
But, notice that, situated between Agent White and Agent Grown-Up-Olsen, is the REAL HERO of the piece... THE FLASHLIGHT!
Or, more specifically, the BATTERIES contained therein!
Also, devilishly clever of that HERO FLASHLIGHT to "hide in plain sight", while everyone is distracted by the adjoining jewelry! BRAVO! Or BRAV-O-VAC!
But, back to our story...
From Antwerp, Belgium to... LAKEWOOD, NEW JERSEY?
Yes, that's a real place!
I guess they figured that neither Sean Connery nor Roger Moore would ever look for them in Lakewood, NJ! ...Waitaminnit! It's 1950! Who are Sean Connery and Roger Moore?
MAN! That is one intimidating FLASHLIGHT!
Yeah! I shudder to think how this true story would have turned out if they had used KRUSTY BRAND BATTERIES! 
Yep! No one "sheds light" on life's mysteries like Scooby and the Gang, Sherlock Holmes, Batman and Robin...
...And RAY-O-VAC BATTERIES!
EXTRA BONUS AD - from the back cover of THE ADVENTURES OF BOB HOPE # 5...
Should your horse ever dump you into a pit of QUICKSAND without your flashlight full o' life-saving Ray-O-Vac Batteries...
You can always count on a cold refreshing bottle of RC (Royal Crown Cola) to come to the rescue... At least the "rescue" of your "danger-generated THIRST"! The Quicksand? Maybe not so much!
Of course, it also helps if your horse DOESN'T WANT TO PURPOSELY THROW YOU INTO A PIT OF QUICKSAND! So, remember... be kind to your horse!
Not like THIS mischievous-looking kid, who probably pokes his horse with a stick, spikes his oats with Tabasco, and ties his horse-shoe-laces together! Doesn't he just LOOK devilish?
Oh, and gotta love the FISH who pops out of the water for a look!
The fish is probably wondering how his stream suddenly turned to QUICKSAND!
...It even says "STREAM" right there in the caption box!
Ya know, like, the other horse is even DRINKING from it!
Then again, maybe poor "Quickie" (Now, THERE's an "unfortunate nickname", if ever I heard one!), is right about the quicksand, and the horse really wants to do him in!
Quickie's horse is probably just off-panel smiling - or making with a hearty "horse-laugh"!
It's a good thing they packed some spinach...
...Er, um... make that RC COLA in their saddle bag... oh, and an AX too!
Never mind the likelihood of the 1950-era GLASS BOTTLES being cracked or shattered by the AX packed alongside them!
Only "two full glasses in the BIG bottle?" Methinks the "BIG bottle" may have been almost as inaccurately named as "Quickie" - who jus' don't seem so "quick" to me!
Okay, I GET the AX... but exactly what are the (presumably non-shattered) bottles of RC COLA doing to help?
They're about as much help around quicksand as DOCTOR ZACHARY SMITH!
"Wait right there, gentlemen! I'll be back with some RC Cola!"
YAY! (...or, should I say YI-P-P-E-E-E!) Quickie is saved by the heroic (and conveniently nicknamed) "R.C.", while those bottles of RC COLA just stand around... um, "chillin'"! ...BRRRR!
"Well, gee whiz! You think it's easy to contain TWO FULL GLASSES of cola inside you? What am I supposed to do... SLOSH to the rescue?"
Ah, I see! The RC COLA is just there for the "post-rescue celebration", while the AX was the real life-saving implement! ...WELL, CELEBRATING IS IMPORTANT TOO!
Finally, after all the interior advertising reproduced from THE ADVENTURES OF BOB HOPE # 5 , the very least I can do is close on it's cover!
Along with those "Seasick Pills", I hope Bob packed some life-saving RAY-O-VAC BATTERIES and RC COLA!
...After all, I've read the story... and he's gonna NEED 'EM!
4 comments:
One trend I hate in advertising that you pointed out in the RC Cola ad is when the ad tries to generate a positve emotion towards something totally unrealted to the product than shoe horns the product in at the end to try and trick you into associating the positive emotion with the product.
Now current ads do this by associating one’s desire to be sexy, be in a succesful relationship, family values, career goals etc... BUT I’ve never seen this type of ad try and make you associate the indiana jones-esque thrill of escaping quick sand with a product. And I gotta tell ya it worked! I’m thirsty for some RC Cola right now!
Yes, but… before you pound-back some cold, refreshing RC Cola, please make sure that your more resourceful buddy has first extricated you from the quicksand!
RC Cola may “go down smooth”, but so will you, if you don't get out of that quicksand... um, quick!
I’d say the ultimate example of this type of “The PRODUCT is the REAL hero” advertising was in the 1970s when a car thief (attempting to steal Joe Namath’s car, no less!) was tripped up by a kid wearing a certain kind of BOOT! You can check it out HERE!
Anything from a bare foot, to an outstretched stick, to a bunch of marbles, to a banana peel would have resulted in the same “heroic act”… but, since the boot manufacturer paid for the ad, “he would have gotten away with it, if not for those meddling BOOTS!”
"I'll use my super-pickax to open that bottle of RC cola so that I can savor it's refreshing taste of quicksand & ray-o-vac batteries! Then I'll pour the rest inside my new flashlight!"
‘Rehab:
You write: “I'll use my super-pickax to open that bottle of RC cola so that I can savor its refreshing taste of quicksand & ray-o-vac batteries! Then I'll pour the rest inside my new flashlight!”
??? To quote Percy the Cat from THIS POST: “I’m telling you there are some things in life I just can’t understand!”
Though I (…and, presumably, the ad agencies behind RC Cola and Ray-O-Vac batteries in 1950) both enjoy and appreciate your unique view of their messages!
…Oh, and it’s “MISTER LEGENDARY super-pickax” to you, Bub!
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