Vintage Toronto Ads: 2007’s Christmas Sampler

A batch of holiday-themed Vintage Toronto Ads columns from 2007.

Part One: Leaping into the Holiday Espirit

Originally published on Torontoist on December 4, 2007.

Vintage Ad #412: The Esprit of Simpsons

Toronto Life, December 1984. Click on image for larger version.

The holiday shopping season has descended upon the city, along with an early blast of winter. This combination may lead shoppers to unconsciously purchase items to cure their winter blues, even if the calendar shows that fall has a few more weeks to go.

Today’s ad offers a prescription from Simpsons and Esprit to keep free-spirited souls in an ecstatic mood come February. A trip down to the historic Queen Street department store promised relief, with a checkout line standing in for a waiting room.

This cure for the midwinter blahs appears to have worked for our models, who discovered that the colourful zig-zag sweater patterns unlocked a yearning for childhood games. They called up the rest of the gang, found an empty studio, and played leapfrog, jump rope and dodgeball for several hours.

Part Two: Saturdays with Santa at Woolco

Originally published on Torontoist on December 11, 2007.

Vintage Ad #431: Breakfast with Santa at Woolco

Toronto Star, December 8, 1977.

A longtime staple of the holiday season is a special visit from jolly old St. Nick to the nearest shopping mall or department store. Kids relish the opportunity to tell Santa that they want the latest hot toy, peace on Earth or an official Red Ryder Carbine-Action Two-Hundred-Shot Range Model air rifle, while retailers hope these gift lists translate into sales. If the establishment has hired their Santa carefully, kids will not need to purchase Santi-Wrap before sitting on the big elf’s lap.

The F.W. Woolworth Company entered the discount department store battlefield in 1962, the same year rival five-and-dimer S.S. Kresge launched K-Mart. As Woolworth’s had long operated traditional outlets in Canada, it wasn’t long before the new format was launched in Toronto. Known for promotions such as “$1.44 Days,” Woolco proved to have a longer life here than stateside, where all locations were shuttered by 1983. The chain had 160 locations by the time it was sold to Wal-Mart in 1994.

The Red Grille was Woolworth’s cafeteria concept, found in Woolco and larger Woolworth’s stores on both sides of the border. Torontoist remembers that many had wobbly, flip-down red seats kids loved to play with, usually while sipping a drink in a red-striped cup. The smell was distinct, fried food mixed with an undefined element. We’re not sure how Santa or store management would have handled children who were bad all year––maybe they weren’t allowed to grab a package of Peak Freen cookies at the cashier.

These cafeterias were the descendants of the lunch counters that occupied Woolworth’s and many of its competitors. Toronto’s last surviving example of a five-and-dime counter, located in a former Kresge at Coxwell and Gerrard, closed earlier this year.

Of the locations listed in today’s ad, four continue to operate as Wal-Mart stores (Agincourt Mall, Dufferin Mall, North Park Plaza and Square One), while the others have been converted to other retailers or demolished.

As for Woolworth’s, the last of its North American five-and-dime stores closed in 1997 when the company decided to concentrate on its mall-based specialty chains. Several name changes later, the company continues to operate under the corporate name of its largest subsidiary, Foot Locker.
Part Three: Give the Gift of Baseball

Originally published on Torontoist on December 18, 2007.

2007_12_18bluejays_full

Toronto Star, December 3, 1977.

‘Tis the season for gift certificates. Whether you’re scratching your head trying to figure out what to give to an impossible recipient or selecting your loved one’s favourite store or service, the selection of certificates, cards and vouchers seems unlimited. More than a few local sports woke up on Christmas morning three decades ago to find one of today’s passes for the Blue Jays’ second campaign as a stocking stuffer.

The Jays finished their debut season in a familiar spot for expansion teams, last place in the American League East. Despite a record of 54 wins and 107 losses, over 1.7 million fans cheered for the team at Exhibition Stadium. Orioles castoff Bob Bailor led hitters with a .310 average, while Dave Lemanczyk led the pitching staff with 13 victories. Of the players who took the field that year, only pitcher Jim Clancy and catcher Ernie Whitt were still in Toronto uniforms when the Jays made their first trip to the playoffs in 1985.

That the team had a store in Commerce Court wasn’t a great surprise, as the Canadian Imperial Bank of Commerce was one of the original owners of the franchise, along with Labatt’s Breweries and Imperial Trust. The bank retained an ownership share until it sold its last interests when Rogers Communications bought the team in 2000.

Part Four: Seasons Greetings from CBC Toronto

Originally published on Torontoist on December 25, 2007.

Vintage Ad #116  - Merry Christmas from CBC

Toronto Life, December 1975.

A short but sweet season’s greeting for you from some of CBC Toronto’s mid-1970s personalities. Dig those frames on young Hana Gartner! The passage of time has made it hard to determine if the “oh yeah” was part of the original ad or a sarcastic comment by a previous reader.

Halloween in Toronto, 1978

star 1978-10-31 gzowski on halloween

Toronto Star, October 31, 1978.

Malabar’s, the costume people, have never been busier than they have during the past couple of weeks, and the reason may provide a dandy little summary of the times we’re in. These times, inarguably, are rotten. The dollar, the family, the nation, the Argos…everything’s falling apart. Hallowe’en, if we’ll let it, gives us a chance to get away from all that. To hide. Fantasize. Escape from reality. Turn into someone—or something—else. – Peter Gzowski, Toronto Star, October 31, 1978.

Talking to staff at Malabar, Gzowski discovered one of 1978’s most popular costumes was one that would be frowned upon for numerous reasons 40 years on: an Arab. “They want to rich,” noted Malabar’s Michael Schilders. “They could just put on a tea-towel, a rope and a tablecloth, but if they come to us they can have gold and silver cords and really looks as if they owned oil wells.”

gm 1978-10-31 editorial cartoon

Globe and Mail, October 31, 1978.

Also popular that year: masks of Pierre Trudeau and Rene Levesque, anything Vatican related (the year had gone through three popes) and nun’s habits, especially among pregnant customers. Store staff noted that interest in costumes went up when the economy tumbled (the Great Depression had been especially good for rentals).

Best costume suggestion in the column: “the Blob Who Ate Etobicoke.”

star 1978-10-25 woolco ad

Toronto Star, October 25, 1978.

Over in the Globe and Mail, columnist Bruce West felt Halloween was going downhill, partly because nobody had the chance to tip over outhouses:

It is my personal theory that Hallowe’en started its downhill trend not long after the advent of inside plumbing brought about the demise of the outdoor privy. There was a time, I’ll have you know, when—particularly in the more rural areas—the humble outhouse was almost as import a symbol of Hallowe’en as the ghastly smile of a flickering pumpkin or even a witch flying by on a broom.

No one was really considered to have really won his spurs as a graduate Hallowe’en prankster until he had at least assisted in the overturning of one outhouse. The owners of these conveniences usually took this annual ordeal in fairly good humour—with the notable exception of one deceitful rascal in my home town who gained the undying hostility of a group of privy-tippers by craftily shifting back his outhouse a few feet, in the early hours of Hallowe’en, in such away that the raiding party, while later approaching their target in the deep darkness, suddenly encountered some mighty poor footing.

The scariest element of modern-day Halloween, according to West, came “when you are confronted by the horrible giant prices of a dwarf bag of hand-out chocolate bars or trick-or-treat apples.”

gm 1978-11-01 dracula the banker

Globe and Mail, November 1, 1978.

One candy kids wouldn’t get their hands on was Clikkers tobacco-flavoured gum. The Consumers Association of Canada (CAC) successfully lobbied Zellers to remove the product, which was offered as a seasonal special at some locations. Though it didn’t actually contain tobacco or nicotine, the CAC wondered what the chances were that “children who acquire a taste for tobacco-flavoured gum will be encouraged to try tobacco itself?” An official from Zellers’ head office in Montreal admitted that “based on the calls we’ve had, it just isn’t worth it.” Aspiring smokers had to settle for Popeye candy cigs.

Two Toronto-based animators, John Leach (later known as Jonathan Rogers) and Jean Rankin, created one of the season’s hottest new animated specials. Here’s how The Canadian magazine introduced Witch’s Night Out:

Winnifred, bless her black lace bloomers, is not your average witch. A grande dame with the Seventies style of a stand-up comic, a funky fairy godmother temporarily fallen on hard times, she worries because work isn’t coming in the way it used to; nobody seems to believe in magic anymore. But she still has class, wears expensive underwear, and puts on her makeup every morning. And she can make wishes come true.

Winnifred was named after Leach’s mother, who remarked “Fame at last!” The character was partly inspired by Gilda Radner, who provided her voice (other voices included Catherine O’Hara and Fiona Reid). The cartoon was originally intended for CBC, who sat on it for nearly a year before finally rejecting it. It ended up on NBC, where Radner was starring on Saturday Night Live.

star 1978-10-28 starship page

If you were running dry on costume ideas, you could always check the Star’s “Starship” page for inspiration via its ongoing “Costumes of the World” series. Who knows how many little fishermen from Flanders ran around the streets of Toronto! October 28, 1978.

Halloween night the Toronto tradition of egging drag performers attending balls on Yonge Street continued, which resulted in 90 arrests. “Most of the arrests,” the Star reported, “were for causing a disturbance, drunkenness and breach of the peace.” It was also noted that “one marijuana charge was laid.” Two years later, a crackdown by police and the community began winding down the hate-tinged mayhem.

star 1978-11-01 eggleton dressed as pickle

Art Eggleton would top the polls in Ward 4, which covered Trinity-Bellwoods and Little Italy. Two years later, he was mayor. Toronto Star, November 1, 1978.

Halloween 1978 also coincided with the municipal election campaign, resulting in some election sign pranks. A Globe and Mail editorial observed that householders were placed “in the position of being promised goodies as they hand goodies over. The trick is to tell the real hobgoblins from those in disguise and to beware of brochures with pins in them.”

star 1978-10-26 fashions from hadassah bazaar

Toronto Star, October 26, 1978.

Fashion then, costumes now: the image above offers a sampling of the outfits one could put together from goods available at the 1978 edition of a long-running Toronto tradition, the Hadassah-WIZO Bazaar, which was promoted throughout the week of Halloween. Held on November 1 at the CNE’s Automotive Building, it was expected to draw 60,000 people looking to buy everything from high fashion to cantaloupe preserves.

Additional material from the October 28, 1978 edition of the Canadian; the October 27, 1978, October 30, 1978, October 31, 1978, and November 1, 1978 editions of the Globe and Mail; and the October 31, 1978 and November 1, 1978 editions of the Toronto Star.