After Willys Motors found it’s groove in 1956, the marketing department continued its Saturday Evening Post ad-a-month pace throughout 1957. The company used the same triple-pane style of ads as it had in 1956, the exception being a two-page, color, introductory ad for the FC-170. Marketing also reused some content from the previous year, but combined that older content with information about the FCs.
For example, the first triple-pane ad, in February of 1957, was very similar to the the June 1956 ad, except that it included an FC-150.
Comparison of similar “Gets there … works there … anywhere!” ads from June 16, 1956, and February 23, 1957.
Here are the next four ads for 1957 in the Post:
These ads appeared in the Saturday Evening Post March 30, April 27, May 25, and June 22 of 1957. The April 27, 1957, ad is mostly a repeat of the November 17, 1956, ad. The June 22, 1957, ad is mostly a repeat of the September 26, 1956, ad.
In July, Willys Motors, as they did for the FC-150 in December of 1956, ran a full-color two-page ad for the new FC-170:
This two page ad introducing the FC-170 appeared in the July 13, 1957, issue of the Saturday Evening Post.
The remaining four ads for 1957 are shown below:
These ads appeared in the Saturday Evening Post on August 17, September 21, October 19, and November 11 of 1957. There was no ad published in December of 1957.
After Willys Motors near-montly ads in 1957, I expected to find similar advertising the following year. Instead, I could not locate any ads in the Saturday Evening Post over the course of 1958.
