Vintage Toronto Ads: Balancing Act

Originally published on Torontoist on January 22, 2008.

Vintage Ad #470: Watch Your Balance!

Maclean’s, April 16, 1955.

How will this space-age family’s future lose its balance?

  • Junior scares Father by having Teddy simulate a bear attack.
  • Rover, happy to see his master after a long session at the vet, jumps onto the ladder.
  • Mother relays the cost of the family’s latest insurance bill.
  • Father, overcome by a sudden burst of inspiration after reading an article about Jackson Pollock, tries to reach the yellow and blue paint cans.

The Manufacturers Life Insurance Company issued its first policy in 1887. The company’s first president was Prime Minister Sir John A. Macdonald, though it is uncertain whether any policies were issued to cover his fondness for fermented beverages (though Macdonald was succeeded by distiller George Gooderham). After a spell in the King/Yonge area, its Toronto headquarters settled on Bloor Street East in the mid-1920s. The Manulife brand was adopted in 1971, a year before ground broke on the tower that bears its name at Bay and Bloor.

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Vintage Toronto Ads: Toronto or Vancouver?

Part One: A Full Day of Fun in Vancou..Toronto!

Originally published on Torontoist on July 24, 2007.

2007_07_24ontario.jpgSource: Toronto ’59: One Hundred and Twenty-Fifth Anniversary.

For years, Toronto tourism ads have gotten a bad rap. These attempts to bring visitors to our fair city have a knack of running off the rails—try finding the love for the Toronto Unlimited campaign.

Today’s ad proves this is not a recent trend, even when the provincial government is the culprit.

When you hear “Toronto,” are images of totem poles and children building castles on a sandy beach the first scenes that come to mind? One suspects these were not the prime attractions for 1950s travelers either (though the ROM would have been one of the few places in the region to publicly display aboriginal works at the time). Did the ad agency mix up the clip art intended for Toronto with that for Vancouver? Even the “Exhibition” could apply to both cities, since the drawing is so generic, the scene could be at the PNE as much as the CNE.

Our happy nuclear family may not have gotten to know Toronto in its 125th anniversary year. Father can only laugh at the travel bureau’s folly, especially when they failed to warn him that the city all but shut down on Sundays.

Part Two: The Wandering Welcome Wagon

Originally published on Torontoist on March 18, 2008.

2008_03_19welcomewagon.jpg
Source: Toronto Life, November 1969.

A family moves into one of Toronto’s more fashionable neighbourhoods. In the middle of deciding where Junior’s playpen will fit in the living room, there is a knock at the front door. Standing on the front step is the official neighbourhood greeter from Welcome Wagon.

The new residents are greeted with the finest publications our city has to offer: Toronto Life, the Vancouver Province, and an unidentified Vancouver Sunday paper (our city’s dailies respected Sunday day-of-rest traditions and didn’t launch a regular Sunday edition until the first Sunday Sun rolled off the press in 1973).

Junior is not impressed. Mother feigns interest. The greeter drops their gifts and moves on to the next set of new neighbours four doors down.

Originating in Memphis in 1928, Welcome Wagon doled out its first gifts to Canadians in Vancouver two years later. Perhaps our greeter had been with the organization since its early days and brought along leftovers to recycle when she moved to Toronto, or was confused by tourism ads placed by the Ontario government.

Just watch out if they hand you tickets for a Canucks home game.

BEHIND THE SCENES

Over the years, there were vintage ad columns with similar themes. In some cases, especially in these short early pieces, I’m going to group them together as a single post. These examples also illustrate how, especially if time was tight, I used my imagination to write scenarios for what was going on in each ad, a habit I’m tempted to revive when I start rolling out fresh material on this site.

ADDITIONAL MATERIAL

One historical note: there were earlier attempts to launch “Sunday” papers in Toronto, even if they weren’t necessarily published that day. To circumvent Toronto’s blue laws, the Toronto Sunday World was distributed late Saturday night beginning in 1891. A well-packaged paper, it outlasted the demise of the World in 1921, being published by the Mail and Empire until it was sold to Star Weekly in 1924 (good luck finding copies of those final three years, as major institutions don’t hold it on microfilm). The Telegram briefly experimented with a Sunday edition in the 1950s, but it didn’t last a year.