Friday, February 11, 2011

Born For War - Ready for Peace

1945 Jeep Ad in the Saturday Evening Post

This ad was published as Willys-Overland was trying to establish a Civilian purpose for the mighty Willys MB post World War II. This transition period was important in re-introducing a new purpose for the heroic "Jeep".

The advertisement reads:

.. To millions of people all over the world “JEEP” means WILLYS ..
Famous for its outstanding performance in war, the “Jeep” has been fitted for peace, to work and serve on farms and in industry, around the world.
The “Jeep” for peace, amazing in its versatility, is fitted to do a hundred-and-one jobs for the postwar Farmer and as many more for Industry … around the clock, around the year, around the world.
It pulls, pushes or drags every type of farm implement. Doubles as a highway vehicle for a speedy trip to town, and then rounds out a full day as a mobile power plant – takes “jeep” power to the job. An ever-ready servant twenty-four hours a day, the “Jeep” for peace raises the curtain on a new conception of automotive service … ushers in a new era of mechanization for farm and industry. Get a “Jeep”!