This is a neat piece.

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This Willys 4-Wheel-Drive Vehicles: Help Keep Work on Schedule ad from 1954 includes the KW logo.

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“DESCRIPTION:…Original magazine ad from 1954 which features the Willys Truck and Jeep. Two farms were highlighted in the ad–one shows a farmer by the name of W. G. Watt of Murrayville, IL.–the other one shows a Mr. Herbert Edwards of Cedar Brook Farms in Prospect, KY…..Nice condition except for some light tan age toning caused by type of paper used nearly 60 years ago. About 8 x 11″ in size”

Here’s an unusual bit of marketing.

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“Has some soiling, the middle portion has two weights under the yellow part to hold it down. I believe these were used on fenders in show rooms or shops but I’m not very sure. Made of cloth, measures 58”x14.5””

UPDATE: Dan’s got a good thread related these trucks at the Old Willys Forum. The 1956 June-July issue of Willys News included a reference to this vehicle.

I suspect this brochure, Form W-F56-1, was published in 1956, so I’ll republish it here as we are attempting to move through the 1956 brochure year. My guess is that this eight page brochure was a lunch brochure for the light duty rescue truck.

One great thing is that it has a list of all the equipment that is supposed to come with truck, plus a picture showing how it was organized in the back.

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This brochure form W-1772 (see full version here) is currently priced at $11.95 on eBay (with $5 shipping). It does have a stain on the cover.

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“1950’s original Willys 4 wheel drive book 23 pages advertising / sales brochure.
Brochure remains in nice collectible / visual condition and may show normal minor signs of age, storage and handling such as light creases, spotting, edge or crease wear, micro tears etc.
Any issues beyond normal wear and tear that may impact aesthetic value (larger tears, writing, stains etc.) will be specifically noted and pictured.”