1963 Cadillac Advertisements: Reflections on Society and Wealth

1963 Cadillac Advertisements

Cadillac advertisements are a window on the past but it is important to understand that they do not show us what life was really like back "in the good old days." The advertisements of that era are no different than those of our own time. They do not reflect reality, but rather they reflect what "we" thought things should be like. They reflect an idealized image of who we wanted to be.

The Cadillac's and Cadillac ads of 1963 certainly fit this pattern. Just as we conceived ourselves as a nation to be the biggest and best, so our cars had to be. The cars themselves were big--very big. The Park Avenue Deville was a staggering 215" and 4590 pounds--and it was the small Cadillac! The famous Cadillac fin, originally inspired by the P-38 Lightning fighter plane of World War II, had been transformed in the late 50s and early 60s into an emblem of the space race. Just as our nation possessed unmatched power, the Cadillac engine (a 390 V8 in 1963) was quite powerful and capable of moving those mammoth cars at a pretty respectable pace. America was not only powerful--we were rich. Cadillac interiors were plush and marketed by Cadillac in its sales brochures with "Gowns by Oleg Cassini, Hats by Mr. John - photographed in his salon, Jewels by Cartier, Furs by Maximilian, Interiors courtesy of Four Seasons Restaurant, Charles J. Winston & Co., and The Cloisters." (Click here to enjoy the brochures on line.) It is also fascinating to see that while America had been in the throes of the civil rights movement for years, the Cadillac world was all white male. There are no people of color. In most instances women are relegated to subordinate roles--or cut out altogether, as you will see.

As a history buff--that is what draws me to these cars--I am fascinated by what these ads tell us about our self-image at that time. I have been frustrated as I have searched for vintage Cadillac ads on the web as it seems like the scan quality and image size always make it difficult to read and appreciate the details of the image. So, with no apologies, I offer these images from my modest collection in rather large sizes so you can see the detail.

Enjoy! And, check back often as I gradually scan and post my collection!

November, 1962 National Geographic Magazine

"Join the Family"

Cadillac debuts the '63 in this ad, which I think is one of the finest examples of how Cadillac advertising makes the most of the car. This beautiful shot (with the ever present wet pavement to reflect the sky) showcases the redesigned and beautiful front of the '63, while the car in the rear highlights the perfectly proportioned fins. In my view, the '63 fins were the most attractive ever. Apologies for the quality here--my copies of the 1962 National Geographic's are water damaged.

December, 1962 National Geographic Magazine

"When You First Drive Up"

This is one of the few examples where a woman is placed in the focal point and more or less included in the ad copy. What better way to arrive at a holiday party and show off your material success than in a new Cadillac? Unless I miss my guess, some fishing line is holding that skirt just so... Again, apologies for the quality due to water damage. Am looking for replacement copies of the '62 issues.

January, 1963 National Geographic Magazine

"When Chauffeurs Talk"

No "Driving Miss Daisy" here! I wonder how many years it was before any African-Americans appeared in Cadillac advertising? It was an all white male world in 1963! This ad plays to our desire to be rich enough to have other folks doing our work. However, the use of a dark colored car set in a fairly dark background really does not do a very good job of showcasing the car.

February, 1963 National Geographic Magazine

"When A Man Steps Away"

Cadillac advertising of the era is very specifically geared toward men--and the male ego. This ad goes so far as to cut the woman right out of the picture in favor of "the car in his life." It took Detroit decades to realize who really controls the purse strings...

March, 1963 National Geographic Magazine

"Cadillac Ladies Love to Play Chauffeur"

Visually, this is one of the most stunning '63 Cadillac ads. The sky is beautiful, the setting is gorgeous and the car is displayed marvelously. But, the ad copy is not exactly forward-thinking. As someone who believes in the equality of men and women, this one makes me cringe....

April, 1963 National Geographic Magazine

"A New Cadillac And Its Closest Rival"

Cadillac goes for the practical side, pointing out higher resale value and encouraging buyers to step up from an older model. Notice the choice of colors and the placement of the cars--designed to showcase the '63 and make her look irresistible by comparison with the older model.

June, 1963 National Geographic Magazine

"How Much Does a Cadillac Cost"

This ad, from the very month that Mrs. Carey took delivery of her Park Avenue Deville, attempts to put the Cadillac within reach of everyday folk. The low-end Cadillac, the Series 62, listed at $5026. To put this in perspective, one source gives average annual income in the US in 1963 as nearly the same amount of money: $5807.00! The average price of a new car is given as $3233.00, which means the low end Cadillac was 55% more expensive than the average set of wheels! The average price of a home was only $12,650. Clearly, by any measure, the Cadillac was a luxury automobile accessible to only those with well above average means.

July, 1963 National Geographic Magazine

"Owners Don't Always Agree"

If you ever wondered why I consider the 1963 Cadillac fin to be the most perfectly proportioned, this beautiful ad should erase any questions. This outstanding shot of the '63 convertible with the Series 75 limo in the background beautifully displays the marvelous line of the car, finished off with that incredible fin. No, Cadillac owners don't always agree on the finer points. But, those minor differences don't outweigh our love for these cars. Now, if humanity could just learn the same lesson about living together on this planet...

March, 1963 LIFE magazine

"A Dozen Reasons for Cadillac's Greatest Year"

This remarkable full-page ad includes all of Cadillac's models for 1963 in beautiful settings. Because LIFE was such a large magazine, I decided to scan this into two sections. The key identifying each model is at the bottom of the lower section. In keeping with Cadillac tradition, these 12 models were available with a mind-boggling array of choices: "143 interior selections, 106 exterior color combinations and a host of personal options." So many fins, so little time...

Wealth is praiseworthy in the highest degree, if it is acquired by an individual's own efforts and the grace of God, in commerce, agriculture, art and industry, and if it be expended for philanthropic purposes. Above all, if a judicious and resourceful individual should initiate measures which would universally enrich the masses of the people, there could be no undertaking greater than this, and it would rank in the sight of God as the supreme achievement, for such a benefactor would supply the needs and insure the comfort and well-being of a great multitude. Wealth is most commendable, provided the entire population is wealthy. If, however, a few have inordinate riches while the rest are impoverished, and no fruit or benefit accrues from that wealth, then it is only a liability to its possessor. If, on the other hand, it is expended for the promotion of knowledge, the founding of elementary and other schools, the encouragement of art and industry, the training of orphans and the poor -- in brief, if it is dedicated to the welfare of society -- its possessor will stand out before God and man as the most excellent of all who live on earth and will be accounted as one of the people of paradise.

--From the Writings of the Bahá'í Faith