A Cultural History of Advertising

This Plymouth ad ran one time. It had a powerful USP .

J. Stirling Getchell is credited with changing the face of advertising in his time. His bold style, use of realistic photos and tabloid-type format were crucial ingredients in creating his attention-grabbing (some critics merely said "ugly") ads

 

...Among other jobs, the agency was asked to introduce the 1932 Plymouth, another Chrysler nameplate. Ford Motor Co. and General Motors Corp.'s Chevrolet did not take the Plymouth as serious competition until Mr. Getchell's landmark "Look at all three!" ad, which depicted Walter Chrysler leaning over the hood of a Plymouth and explaining why the Plymouth was superior.

Plymouth's share of the low-price car market rose from 16% in 1932 to 24% in 1933, its sales leapt 218% and the agency won the entire Plymouth account. It was one of the first major accounts to invite direct comparison with its competition. "The low-price three" became a euphemism for Ford-Chevrolet-Plymouth...

Mr. Getchell's ads were highly recognizable. He is credited with being the first to use photographs extensively in advertising. Loud headlines, attention-getting layouts and photographs were the hallmarks of Mr. Getchell's style."