Re: [Chrysler300] Tulsarama "Unearthing" Auto shows

["Don Warnaar" <300country@xxxxxxx>]

Rich and all,

Chrysler introduced "THE FORWARD LOOK" at the time of the introduction of the 1955 corporation line-up in the fall of 1954.  A number of magazines have mistakenly said that it began in 1956, probably because of the fins being added to the basic '55 bodies.  It is simply not correct.  Others have said it began with the 1957 line because of the dramatically new styling with larger fins.  Also not so.  All the print ads of the time showed the theme "THE FORWARD LOOK" just like I've typed it, in all caps with the word "forward" in italics.  (Suggesting forward motion?)

Chrysler was the sponsor (the whole show, remember when that used to be the practice?) for "Climax", a weekly dramatic suspense show starring Mary Costa and Bill Lundigan from October '54 through June '58.  During the '54-'55 season, "Shower of Stars", a musical variety show would replace "Climax" once a month. The announcer on the programs was Art Gilmore, a CBS staff announcer.  He would introduce the program by saying,  "Chrysler Corporation, makers of Plymouth, Dodge, DeSoto, Chrysler, and the magnificent Imperial, the cars of The Forward Look, presents...."

"The New Shape of Motion" line was added for the 1956 corporate line-up.   Magazine ads would feature a display of all five cars lines shown in the same ad.

The individual car lines had their own advertising themes, but all were under THE FORWARD LOOK corporate theme.  In 1955, Chrysler used "The 100 Million Dollar Look".   Dodge used "The Beautiful Swept-Wing Dodge" in 1957-58.  "Suddenly it's 1960" was exclusively used by the 1957 Plymouth, even though the popular press often has it being used for all of Chrysler.

Jeff Godshall, a stylist with Chrysler for many years, is also an excellent writer whose articles have appeared in Collectible Automobile, among other publications.  He always states correctly that THE FORWARD LOOK began with the 1955 cars.

As you can tell, this is a point of great interest to me.

Don Warnaar
New Jersey




  ----- Original Message ----- 
  From: Rich Barber<mailto:c300@xxxxxxx> 
  To: chrysler300@xxxxxxxxxxxxxxx<mailto:chrysler300@xxxxxxxxxxxxxxx> 
  Sent: Tuesday, March 06, 2007 12:29 AM
  Subject: [Chrysler300] Tulsarama "Unearthing" Auto shows


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