This week’s retro ad is a two-for-one special! At first glance, you might assume that this is an advertisement for the American Natural History Museum. Well, you would be right. But did you also notice that the ad was commissioned by the Sinclair Oil Corporation?
Pairing an oil company with dinosaur fossil exhibit is kismet. This is a smart example of borrowed interest– associating the exciting allure of dinosaur fossils with the less-exciting image of a fossil fuels corporation. Specifically, an oil company that depicts a dinosaur in their logo! The Sinclair Oil Corporation is promoting the American Natural History Museum and their dinosaur exhibit. Building up even more excitement, there is the temptation of being able to touch a dinosaur bone on display.
Immediately following the main body of the ad, Sinclair places a call to action for their own business. Visit NYC to see the exhibit and call Sinclair for any travel advice you might need. For those in New York who may see the ad but not need to travel, Sinclair can still help! The Sinclair Tour Service can help you plan a trip across the United States.
“A Great Name in Oil,” and an even better marketer! Sinclair really hit the mark with the creative design in this retro ad.
Fun Fact: Sinclair Oil Corporation incorporated an Apatosaurus into their logo in 1932 and it was a hit! This long necked dinosaur is easily mistaken for it’s relative, the brontosaurus.