1989: Chevrolet S-10 Blazer offers both logic and laughter
From the early days of the “commute to work in a car-like truck” marketing era in Detroit.
As the 1980s dawned, the suits in Detroit were starting to grasp that Americans like to drive trucks. Not just cowboys hauling fenceposts outside of Cheyenne, but suburban commuters as well. For those who didn’t want huge trucks for their drive to the cube farm, Ford made the Bronco II out of the Ranger and The General created a little Blazer from the S-10 pickup. Here’s a magazine advertisement for the 1989 S-10 Blazer, touting its ability to be a comfy car, spacious wagon and macho tow vehicle… all at the same time.
Who doesn’t love a yellow Lab shaking itself dry? Bad people, that’s who!
During the 1990s, US-market truck ads increasingly featured antique stores as settings (allowing trucks to be depicted hauling grandfather clocks instead of hay bales) and focus-group-tested dogs looking adorable and magically non-fur-shedding. The focus groups dictated that those dogs had to be high-approval-rating golden retrievers, not beagles or collies or three-legged mutant Great Dane-bulldog mixes, but this ad was created before those studies and so we’ve got what appears to be a yellow Labrador retriever here.
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