Much like many of the cars of today, Jordan's cars used components from other manufacturers – the factory produced what is known as "assembled cars." Even the bodies were produced off-site, but Jordan did have the capacity to paint them, and boy did he ever do a bang up job on that! While Henry Ford exclusively used the fast-drying lacquer called Japan Black, Ned offered a myriad of choices, including: Apache Red, Mercedes Red, Savage Red, Ocean Sand Gray, Venetian Green, Briarcliff Green, Egyptian Bronze, Liberty Blue, Chinese Blue, Submarine Gray and of course, Black. Ned said, "Cars are too dull and drab." He thought since people dressed smartly, they'd be willing to drive "smart looking cars" as well.
It was in the advertising of his cars that Ned led the way. He was one of the first to name Jordan models with unique evocative names such as: The Sport Marine, The Tomboy, and The Friendly Three Coupe. The Friendly Three's slogan, "Seats two, three if they're friendly."
But it is his print advertisement titled, "Somewhere West of Laramie" that caught my eye many years ago. It is promoting the Jordan Playboy and like all good advertisements hardly mentions the actual product it's promoting. Jordan had considered calling his sporting car the "Doughboy," but decided that soldiers returning from The Great War would be more attracted to an ideal of fun and frivolity instead. The name was adapted from a noteworthy Irish play called, "The Playboy of the Western World."
From 1923, here is "Somewhere West of Laramie" enjoy...
If you're having trouble reading the copy in the ad, here's a more readable copy.
SOMEWHERE west of Laramie there's a bronco-busting, steer roping girl who knows what I’m talking about. She can tell what a sassy pony, that’s a cross between greased lighting and the place where it hits, can do with eleven hundred pounds of steel and action when he's going high, wide and handsome. The truth is - the Playboy was built for her. Built for the lass whose, face is brown with the sun when the day is done of revel and romp and race. She loves the cross of the wild and the tame. There's a savor of links about that car - of laughter and lilt and light - a hint of old loves - and saddle and quirt. It’s a brawny thing - yet a graceful thing for the sweep o' the Avenue. Step into the Playboy when the hour grows dull with things gone dead and stale. Then start for the land of real living with the spirit of the lass who rides, lean and rangy, into the red horizon of a Wyoming twilight.
Interesting topic, RK. Striking illustration in the ad - I had to snoop around and found the artist was one Fred Cole. Here's a little backgound about him:
ReplyDeletehttp://www.hemmings.com/hcc/stories/2010/03/01/hmn_feature20.html