This April 1960 New Style Story on the 2-Wheel Drive ‘Jeep’ Station wagon brochure is unusual in that it starts as a 5.5″ x 11″ brochure that folds out vertically, revealing two pages, then folds outward vertically again revealing the 17″ x 11″ inner page. I’ve seen this style referred to as the Harlequin styling (a Brook Stevens design), but ‘Jeep’ made no reference to any style in the brochure.

This is the front of the brochure:

This is the back:

When folded open part way, this combo page of two half pages appears:

When the top page is folded up and the bottom page folded down, this full page appears.

These two ads have similar artwork and were published six months apart in California.

This October 11, 1956, ad was paid for by Leo Frediania and Son and appeared in the Healdsburg Tribune:

This March 15, 1957, ad was paid for by the Slavish Bros and appeared in the Madera Tribune:

This brochure  showed a rare image of the FJ-3 in a jeep family brochure.

This page opens up to 17″ x 11″:

The Desert Sun published an ad highlighting the payload and wheel base of the FC-170 on October 11, 1962.

UPDATE: I’ve added pics of Blaine’s father’s knife set at the bottom of the post.

This brochure let recipients know that they’d get a free knife if they went for a demonstration ride at the local Ross Motors, INC, out of Rockland, Maine.

Blaine’s father received a knife set when he bought his 1959 CJ-5. It still looks in good shape sixty years later.

This 1956 ad touting ten billion kilometers of transportation service is a rare ad promoted by the Willys-Overland Export Corporation only (no mention of Willys Motors).

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“This is an original 1956 print ad for Jeep! It measures approximately 14″ x 10″ overall, has no stains or tears, comes from a dry, high-altitude, smoke-free environment, and is strictly graded”

This ad was published on December 13, 1956, in the Healdsburg Tribune by local jeep dealer Leo Frediana and Son.

The next month a similar FC-150 Ad was published in the Madera Tribune on January 11, 1957, by the Slavich Brothers:

This ad appeared in the December 15, 1955, issue of the Healdsburg Tribune out of Healdsburg, California.

This ad was for a 1″-scale model jeep that measured 11″ when built. West-Craft also offered 1/2″-scale model jeeps for sale, too. I’ve got a few unbuilt 1940s models, but no West-Craft ones.

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This ad appeared in the January 1956 issue of Practical Builder, page 282. It’s a pretty niche specific ad.

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Time magazine featured this ad in it February 03, 1947, issue.

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The following analysis of Willys-Overland advertising was included as part of the 1951 book “Case Histories of Advertising When Oversold“. One example shows how Sunkist growers used advertising in WWII to switch users from canned fruit to fresh fruit and from occasional customers to steady customers. Not much detail in any of these, but kind of interesting (to me anyway).

This ad emphasized that “only 4-Wheel-Drive ‘Jeep’ vehicles do so many jobs so well!”. It appeared in the May 1956 issue of The American City magazine, page 177.

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This ad is for sale on eBay and appeared in the January 31, 1949, issue of Time Magazine, page 56.

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This was purchased on eBay along with the Trailer Life excerpt showcased in the above post. To me, the art and color choices seem particularly good.

This Jeep ad claims everyone is happy with a new Jeep Station Wagon! The ad appeared in Greencastle, Indiana’s, The Daily Banner on April 05, 1949.