Sunday, July 11, 2021

"Opening the Highways" by John Jay Baumgartner, was the first ad of its kind used in Ford print advertising, appearing in the Saturday evening Post in 1925



In 1924-25 the Ford Motor Company ran a series of sixteen dramatic advertisements in the Saturday Evening Post and Country Gentleman magazines. Rather than promoting the Model T specifically, the ads aimed to convey the company's scale and philosophy. The final ad of the series emphasizes that the company is a transformative, service oriented, and mission-based organization -- optimistic and future-focused.

The ad first appeared in the Saturday Evening Post on January 24, 1925. It expresses one of visionary Henry Ford's dreams: safe transportation for all. In 2007 this painting caught the attention of Ford CEO and President Alan Mulally and other executives.

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