Description
Black and white 9 3/4″ x 13 3/4″ ad for the Bekins Moving Company. Over a picture that shows a man in desperate fear and apprehension is the heading that “Bekins introduces a new incentive plan for moving men: F.E.A.R.“. The ad text then says that “F.E.A.R. (Free Expression of Appreciation or Revenge) is an extension of the golden rule – you do unto him like he did unto you. After we’ve moved you, we send you a F.E.A.R. card. On which you can express yourself freely about your move. If a Bekins man barks at your dog, complain. If the eggs you left in the refrigerator arrive intact, congratulate us. The F.E.A.R. card returns straight to our management. We keep a highly active file on every Bekins man. If he’s good, we let him know. If he’s not, we tell him to get better. Fast. In case you think we’re a rotten bunch to work for, we should tell you that our men don’t agree. After all, they’re professionals. We give them the toughest training in the business. But if, in spite of this, one of us fails you, you can now get swift and personal revenge. A Bekins man has nothing to fear but F.E.A.R. itself”.
Source: October 10, 1969 Life magazine.
