Description
Full color 9 1/2″ x 13 1/2″ ad for their X-100 Motor Oil. The ad has a picture of a gold colored-car stopped on the road with its hood open and a long arm reaching out and holding a test tube filled with a green bubbling acid. There is a creature with horns and a long wispy tail floating above the arm and looking at the reader with eyes as unforgiving as a dog whose feeding is overdue. The caption claims that “Your engine makes this much acid every day,,,And it’s Acid Action – not friction that causes 90% of engine wear!”. The headline then claims that “NEW alkaline Shell X-100 Motor Oil neutralizes Acid Action” and the text gives more details, first about the chemical aspects of this product then about it being a Heavy Duty Motor Oil which will also clean your engine.
Source: August 20, 1951 Life magazine.
