Monday, January 9, 2012

Buick '67: For the In Crowd

Reynolds Buick have passed out a lot of brochures in their 97 year history, but we can honestly say that few automotive brochures in history can come close to the Buick Deluxe 1967 brochure. It was an outstanding offering at the time, and remains a singular effort today.

It wasn't just that the 1967 Buick models were singularly exciting, although they were- it was that such effort went into the piece to make it outstanding and memorable. It was billed as "The Magazine for the In Crowd," and was produced in the style of a magazine, with features and articles.

Here is the table of contents. Instead of being arranged by model, it is organized into articles about each body style. There's an article about convertibles, using renderings done in an interpretation of a turn of the century Art Nouveau style of rendering that was popular in the day.

The next article reviews all of the two door offerings, as seen with six of the major fashion models of the day. The Wildcat is shown with the glamorous Wilhelmina.

The Skylark Sport Coupe is shown with Delores Wettach

And the Electra 225 Coupe is paired with none other than Suzy Parker. She was the first supermodel and this was a big coup for Buick. Other fashion models shown in the brochure were Dolores Hawkins, Jean Shrimpton and Penny Ashton. It's worth noting that each of the models were identified by name, something that was highly unusual in the day.

Next the wagons are pictured in a setting that resembles a family photo album. Very charmingly done.

Note how the photos have "handwritten" captions (SportWagon shown)

Next article features the four door hardtops. In this section, each of the cars is shown with a sports legend- Buick called it the Sports Hall of Fame. It features Sam Snead, Joe Schmidt, Ted Lindsay, Bob Cousy, Frank Crosetti and Rocky Marciano each alongside a new Buick four door.

Here's Ted Lindsay of the Detroit Red Wings on the ice with a new 1967 Buick LeSabre.

But Buick saved the best for last- they went all out on their giant Interiors section. Hosted by movie Actress Diana Lynn, Buick showed each interior with a Hollywood celebrity behind the wheel.

Diana Lynn steps out of the new Riviera

Robert Taylor shows off the Riviera Custom Interior.

Cornell Wilde is forced to make do with the standard Riviera.

Charleton Heston looks comfortable in the Electra 225 Custom.

Cliff Robertson tries on the brocade seats in the brand new Electra 225 Limited Sedan.

Gardner Mc Kay looks good in the Electra 225 with base trim.

Bill Bixby looks great in the Wildcat Custom Convertible.

Stuart Whitman relaxes in the Wildcat 4 Door Hardtop.

Tony Franciosa smiles behind the wheel of the Le Sabre.

And Fess Parker does his best Daniel Boone in the western themed Sportwagon.

Van Heflin had just made a movie called "Stagecoach", so the Special Deluxe wagon was a good fit.

Bob Cummings smiles in a GS400- who wouldn't?

Lloyd Bridges picked the wrong week to give up Skylark. (Think about it, Airplane! fans)

Robert Lansing chose the Special Deluxe- pretty snazzy.

And David Janssen got the Special Deluxe. I wonder if he felt like a Fugitive.

The a special section showed colors and options, again grouping all the models together.

And finally a section on powertrains including a glamour shot of the 1967 430-4 bbl V8 in 360 HP tune.

And the back cover with the classic slogan:

So there's the revolutionary 1967 brochure- an unforgettable 60 page full color spectacular featuring just about every graphic style of the day in a shockingly different format, featuring the top sports figures, fashion models, and Hollywood Celebrities of the day. A classic from the first day.

One question remains- how did they get all of those celebrities into the interiors?

We'll save that one for next time. It's a great story.

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