There’s a certain ingredient to the cocktail that is the concept of a “premium” or “luxury” car that adds an element of something a little dangerous to the mix. Something that implies power and maybe even a touch of cruelty, something imposing, intimidating. It’s perhaps related to the use of substantial black limousines and SUVs as state cars and all of the power and abuses of power that implies. Whatever it is, it seems to be part of what luxury cars are, and I suspect that’s sort of what whomever came up with these Imperial ads was going for, because, damn, these things just feel … unsettling.
These ads are mostly from the Imperial’s “Fuselage Look” era of 1969 to 1973, and these were still known just as Imperials, as opposed to Chrysler Imperials, though by 1971 they did add a badge that read Imperial by Chrysler on the decklid. This was an era of some imposing-looking cars regardless of how they were advertised.
Plus, let’s not forget what the Imperial badges looked like:
I mean, that already feels like the standard of some Central European dictator, right? If you woke up in some hotel room and looked out the window and saw flags with that bird on them, you might be a little nervous, right?
The cover of the 1969 Imperials’ brochure is interesting, mostly due to the fact that it both looks like the opening shot to some movie about gangsters and that it features precisely zero cars of any sort:
Maybe there’s a car behind some of those trees?
It’s more the regular magazine-type ads where things really get weird, though. We’ll start sort of subtle:
Okay, this isn’t so bad; the car prominent, what seems to be a father and daughter in that doorway on the balcony, watching. Then you see a scene with the dad out painting in the wilderness with his child. That’s kinda nice. Okay, I’m not creeped out or anything! What else do we have?
Okay, another car, outside, with a couple, both in black overcoats. It feels sort of…funereal? Somber? Something with real gravity is going on there.
Again we have a car out in a field, and once again we have a dad and daughter. They feel very posed, a bit less serious because of the kid’s smile there, but still things feel very … controlled. These feel like official photos of some kind: staged, stilted, planned. This person is probably not someone you’d want to cross.
Another seeming dad, another seeming daughter, this time with another daughter thrown in for good measure. They look a bit more grim, and in the small inset photo by the window, they don’t seem happy at all. I don’t know what’s going on here, but it doesn’t feel like there’s a lot of levity here, or personal choice. Things don’t feel particularly appealing over here. I’d like to go home now, please.
This is the same basic formula, but now the daughter figure is actually being held in place. The poses are stiff and controlled. Something feels wrong, The man in these photos is clearly dangerous in some way.
All of these ads definitely have a tone about them, don’t they? Am I imagining things?
Imperial by Chrysler: Mom’s body fit’s comfortably in the trunk with plenty of extra room for a shovel and a bag of lime.
What Beautiful Automobiles with Class and Style that has been Lost for many years…..
To the pure, everything is pure, but to those who are defiled…
Magnolia
I think the photo of the couple is one of the last photos of Thomas and Martha Wayne, taken not long before they were gunned down in that alley. I wonder what ever became of their son?
The whole thing has an Omenish, early 1970s horror film vibe. Lovingly told Jason… thanks!
Not to be captain obvious here, but I suspect the ads are a reaction to to the turmoil of the time – our cars are for stable, conservative, monied people who have values. They are NOT for those long haired discontented rabble listening to overtly sexual rock music. Protect society and your daughters buy an adult car.
Of course you are insightful and likely correct John. 🙂
“A man is understandably proud of the things that please him most.”
I read that in the voice of Alan Ford/Brick Top
Imperial By Chrysler. Don’t ask questions.
I think the assumption that these are daughters are wrong. Some could be grandchildren, but since we’re going for creepy, maybe they’re something else.
I’m more than a bit relieved that I wasn’t the only person here to jump to that conclusion.
Lets not forget how large these trunks were. You also have to note that all the photos are in secluded areas, hedge fenced courtyards, large estates.
“Imperial, for the Dad who only had a daughter in order to be able to arrange her marriage for political gain.”
The children captured in these family photos would have been born between 1960-69. They’re all pushing 60 today. Where are they now? When placed under hypnosis, what do they remember about the photoshoots?
Now you have me wondering about my own childhood, since I am white and in the appropriate age range. But I suspect I’m not white or photogenic enough to have been a model for these particular ads.