(EXPANDED FROM 5/4/2023)
When it was time to develop the print advertising for the 1971 Ford Maverick, the copyrighting team was told to be extra honest. In other words, come up with an approach similar to the Volkswagen Beetle’s refreshingly candid — and wildly successful — ad campaign (go here for further discussion).
Howard Boyce was right out of college, so he was itching to show what he could do as a copywriter. Thus, he took the assignment quite literally. You can see his handiwork below (click on image to enlarge).
Of course, Howard’s entirely too-honest draft never saw the light of day . . . and this young man was soon growing out his side burns and writing lyrics for rock musicians.
Meanwhile, the ad that made it through all of the committees is shown below.
It’s fair to say that this ad got the job done in a basic way. Even so, it didn’t hold a candle to VW’s legendary advertisements. Perhaps that’s just as well. An ad campaign will ultimately be only as good as the car.
Howard figured that out — and also decided that there were more meaningful ways to earn a living.
NOTES:
This story was originally posted on May, 4, 2023 and expanded on Jan. 2, 2026. This is a parody. For further discussion about what is real, go here.
ADVERTISING & BROCHURES:
- oldcaradvertising.com: Ford Maverick (1971)
That remind me of a vintage ad of the first-gen Ford Escort when it was launched in the UK mentioned in that article from Curbside Classic. https://www.curbsideclassic.com/curbside-classics-european/curbside-classic-1968-80-ford-escort-mk-1-and-mk-2-keeping-it-simple-and-profitable/
Btw, that parody ad remind me also of the VW ad parody done by National Lampoon. https://www.pinterest.com/pin/432064157972945097/
Since it was really the second coming of the 1960 Falcon with a larger engine and a more stylish body, the ad is largely true.