Home » Old Chrysler Imperial Ads Sure Do Feel Sinister

Old Chrysler Imperial Ads Sure Do Feel Sinister

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There’s a certain ingredient to the cocktail that is the concept of a “premium” or “luxury” car that adds an element of something a little dangerous to the mix. Something that implies power and maybe even a touch of cruelty, something imposing, intimidating. It’s perhaps related to the use of substantial black limousines and SUVs as state cars and all of the power and abuses of power that implies. Whatever it is, it seems to be part of what luxury cars are, and I suspect that’s sort of what whomever came up with these Imperial ads was going for, because, damn, these things just feel … unsettling.

These ads are mostly from the Imperial’s “Fuselage Look” era of 1969 to 1973, and these were still known just as Imperials, as opposed to Chrysler Imperials, though by 1971 they did add a badge that read Imperial by Chrysler on the decklid. This was an era of some imposing-looking cars regardless of how they were advertised.

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Plus, let’s not forget what the Imperial badges looked like:

Imperial Badge

I mean, that already feels like the standard of some Central European dictator, right? If you woke up in some hotel room and looked out the window and saw flags with that bird on them, you might be a little nervous, right?

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The cover of the 1969 Imperials’ brochure is interesting, mostly due to the fact that it both looks like the opening shot to some movie about gangsters and that it features precisely zero cars of any sort:

Imperialad Cover

Maybe there’s a car behind some of those trees?

It’s more the regular magazine-type ads where things really get weird, though. We’ll start sort of subtle:

Imperialad 5

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Okay, this isn’t so bad; the car prominent, what seems to be a father and daughter in that doorway on the balcony, watching. Then you see a scene with the dad out painting in the wilderness with his child. That’s kinda nice. Okay, I’m not creeped out or anything! What else do we have?

Imperialad 4

Okay, another car, outside, with a couple, both in black overcoats. It feels sort of…funereal? Somber? Something with real gravity is going on there.

Imperialad 3

Again we have a car out in a field, and once again we have a dad and daughter. They feel very posed, a bit less serious because of the kid’s smile there, but still things feel very … controlled. These feel like official photos of some kind: staged, stilted, planned. This person is probably not someone you’d want to cross.

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Imperialad 2

Another seeming dad, another seeming daughter, this time with another daughter thrown in for good measure. They look a bit more grim, and in the small inset photo by the window, they don’t seem happy at all. I don’t know what’s going on here, but it doesn’t feel like there’s a lot of levity here, or personal choice. Things don’t feel particularly appealing over here. I’d like to go home now, please.

Imperialad 1

This is the same basic formula, but now the daughter figure is actually being held in place. The poses are stiff and controlled. Something feels wrong, The man in these photos is clearly dangerous in some way.

All of these ads definitely have a tone about them, don’t they? Am I imagining things?

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Jake Harsha
Jake Harsha
23 days ago

Imperial by Chrysler: Mom’s body fit’s comfortably in the trunk with plenty of extra room for a shovel and a bag of lime.

MrTed1
MrTed1
24 days ago

What Beautiful Automobiles with Class and Style that has been Lost for many years…..

Vetatur Fumare
Vetatur Fumare
24 days ago

To the pure, everything is pure, but to those who are defiled…

Crank Shaft
Crank Shaft
24 days ago

Magnolia

Strangek
Strangek
24 days ago

I think the photo of the couple is one of the last photos of Thomas and Martha Wayne, taken not long before they were gunned down in that alley. I wonder what ever became of their son?

Last edited 24 days ago by Strangek
Scott
Scott
25 days ago

The whole thing has an Omenish, early 1970s horror film vibe. Lovingly told Jason… thanks!

John Burkhart
John Burkhart
25 days ago

Not to be captain obvious here, but I suspect the ads are a reaction to to the turmoil of the time – our cars are for stable, conservative, monied people who have values. They are NOT for those long haired discontented rabble listening to overtly sexual rock music. Protect society and your daughters buy an adult car.

Scott
Scott
25 days ago
Reply to  John Burkhart

Of course you are insightful and likely correct John. 🙂

Jbavi
Jbavi
25 days ago

“A man is understandably proud of the things that please him most.”
I read that in the voice of Alan Ford/Brick Top

Emma P
Emma P
25 days ago

Imperial By Chrysler. Don’t ask questions.

Erik McCullough
Erik McCullough
26 days ago

I think the assumption that these are daughters are wrong. Some could be grandchildren, but since we’re going for creepy, maybe they’re something else.

Scott
Scott
25 days ago

I’m more than a bit relieved that I wasn’t the only person here to jump to that conclusion.

Black Peter
Black Peter
24 days ago
Reply to  Scott

Lets not forget how large these trunks were. You also have to note that all the photos are in secluded areas, hedge fenced courtyards, large estates.

ESO
ESO
16 days ago
Reply to  Scott

The tremendous age differences, the standing behind with hands on shoulders all scream “YOU BELONG TO ME LITTLE ONE!”

Shooting Brake
Shooting Brake
26 days ago

“Imperial, for the Dad who only had a daughter in order to be able to arrange her marriage for political gain.”

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