Description
Three color 9 3/4″ x 13 3/4″ ad for the Willard “Safety-Fill” Batteries for your vehicle. The troubling headline in this ad claims that the “AAA Reports Over 10 Million Car Breakdowns Caused By Battery Trouble In One Year”. The ad then says for you to “Play Safe – Buy a Willard Heavy Duty De Luxe. You won’t find greater battery VALUE at any price! – up to 56% more starting power at zero than required to meet the standards at the Society or Automotive Engineers – Sells at popular prices less liberal trade-in allowance for your old battery…there’s a Willard for every car and budget. For the ultimate in battery performance. The Willard Super Master offers you 80 to 119% more starting power at zero than required to meet the standards of the Society of Automotive Engineers. Exclusive Metalex Grids provide 100% more protection against overcharging, today’s No. 1 Battery Killer. Add a Genuine Willard Battery at a low price. Now Willard offers you Willard quality and dependability at lowest possible price. Safety-Fill construction provides extra protection against acid spray and dangerous corrosion caused by overfilling. Fits most popular cars. Fully guaranteed. Willard Prices start at $16.65″. There is a unique box in this ad, it says “For The Name Of Your Nearest Willard Dealer…Call Western Union by number…ask for Operator 25. Operator 25 will give you the name and address of the Willard Dealer located nearest you. Or, look under “Batteries” in the Yellow Pages of your telephone directory”.
Source: September 22 & October 20, 1952 Life magazine.
