Texaco Advertising - Early Advertisement

Our first ads were very much of their time _ straightforward selling tools for asphalt, paint and varnish products. That all changed in 1915 when a 29-year-old Englishman named Harry Tipper became our first advertising manager. Tipper created the first uniform hanging signs for our filling stations; designed billboards advertising gasoline and kerosene; developed clever print ads; and produced product brochures and other print materials.

Texaco’s slogans gained attention _ and played up the quality of our products. Some of the early slogans were: "Texaco Gasoline _ More Miles per Gallon;”  “Texaco Motor Oil _ the Care Free Oil;” and “Texaco Motor Oils _ Clean, Clear, Golden,” which highlighted our lighter-colored oil in elegant glass bottles. Internationally, we gained markets by selling our lubricants under the brand “Light of the Age.”

In an early television ad
singing dealers proclaimed:
"Oh, we're the men of Texaco,
we work from Maine to Mexico."
The "singing men" of Texaco

Over the decades, our ads have stressed service and trust, two hallmarks of Texaco retail stations. A 1938 magazine ad read: “We Texaco Dealers know cheerfulness and courtesy mean a lot to you and to us.” In the early days of television on Milton Berle’s “Texaco Star Theater,” our singing dealers proclaimed: “Oh, we’re the men of Texaco, we work from Maine to Mexico.” And we assured drivers that their automobiles were in good hands with slogans such as: “We’re Working to Keep Your Trust” and “You Can Trust Your Car to the Man Who Wears the Star.”

In 1938, Texaco became the first company to advertise the cleanliness of our service station rest rooms. Ads announced that Texaco Registered Rest Rooms were “Clean Across the Country.”

Comedian Ed Wynn promoted Texaco's Fire Chief Gasoline during the 1930s.

We also enlisted the personalities on Texaco-sponsored radio and television shows to advertise our products and services, beginning with the first live radio broadcast in 1932 when comedian Ed Wynn wore a fire chief’s hat to introduce our new Fire Chief Gasoline and continuing with legendary entertainers such as Jack Benny and Bob Hope.

Over time, though the words change, the message remains consistent. As a 1999 television commercial stated: “As long as there are Sunday drives in the country … as long as big cities need bright lights, the people of Texaco will go to the ends of the earth to find the energy the world needs to keep on running.”

A Cleaner Source of Energy Ad
Texaco's "A cleaner source of energy is coming down the pipe"
ad for fuel cell technology.


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Early Texaco Advertisement
An early ad for Texaco products.
Clean Rest Rooms Across the Country
Texaco service station rest rooms: "Clean Across the Country."
Texaco Print Advertisement

Texaco's 2001 "What will They Do?" ad focuses on children, the "power of the future."







Last update 04/11/2001  
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