UPDATE: Several instances of newspapers carrying the ad have been found across the US. They include, Page 5 of the Atlanta Constitution’s American Weekly Magazine Page 3 (thanks John), The San francisco Examiner Sun’s American Weekly Magazine Page 3, and The Pittsburgh Sun-Telegraph’s American Weekly Magazine Page 3. So, it was the American Weekly Magazine that printed the ad. Thanks for everyone’s help!

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Barry is investigating how a Farm Aide Lift (or what appears to be one) ended up on page 3 in an April 6, 1947, Willys-Overland ad for the Universal Jeep. The biggest question is [ed note: now answered], in what magazine did the ad appear? My guess was that it is some kind of newspaper-related Sunday periodical (such as Parade or The Week). It might have even been a western-US only periodical or ad.

Well, I was right about the Sunday periodical, it was the American Weekly Magazine Page 3, but I was wrong about the regional aspect; it’s clear it was nationwide.

You can Barry’s full post about the topic here: https://www.farmjeep.com/2022/02/16/april-1947-mystery-ad-is-that-a-non-jeep-approved-lift/

Here is a closeup of part of the ad (compare it with the  Farm Aide Lift).

Photo Credit: Farm Jeep and the Mysteries 1947 ad post

This whole ad appeared in the Atlanta Consititution:

Here is the cover of the magazine:

I spotted this brochure on eBay. It’s not jeep specific, but does depict a CJ-2A using the sprayer. Given the model of jeep, I imagine this was a late 1940s brochure. The brochure came from Canada and the company is from Winnipeg, so the brochure was likely meant for the Canadian market.

I’m showing the order of this 4-page brochure backwards, as the jeep is on the last page, not the first.

Barry spotted a 1943 trademark application for the term Jeepmobile. The application may have been denied, as the USPTO does not have a record of that term being awarded a registered trademark status.

So, why trademark the term? My guess is that W-O had noticed that the term was, at times, being used to describe the jeep. For example, the third paragraph in this 1941 article that appeared in a variety of newspapers describes the jeep as “jeep-mobiles” or “blitz buggies”:

September 09, 1941, The Daily Reporter out of Greenfield, IN.

The application claims the term was first used by the company on March 01, 1943, which likely means it should appear in some ad some where, but I couldn’t find any ad with that term.

Perhaps securing the term was a defensive measure against others using it (especially Ford)? We’ll likely never know.

After the war, the term pops up several times in newspaper articles as well. So, in some form, the term was used by the public most likely in casual conversation rather than as a formal description by W-O.

UPDATE II: This sold for $455.

UPDATE: This topper has reached $229.83 with several hours to go. There’s some concern that this plate topper is not really vintage. Read through the comments to see some valid issues with this topper.  There are certainly fakes on eBay, indicated by the comments of some buyers of these toppers.

One of my concerns about the topper is that no dealer is mentioned. I would expect a dealer name to be included if this were a dealer-created topper. But, then, if the seller went to all this trouble to create this topper, you’d think they would have added the dealer associated with the ad below.

I spent some time looking at other 1940s era license plate toppers. The shape and design of the one below seems consistent to me with some others shown on Google Images. But, then, are the ones shown on Google also fakes? I just don’t know.

Still, I like the piece. If you purchase it, but then determine it is fake, complain to eBay:

“If the merchandise is fake, report the listing to eBay and let them take action to enforce their policies. … Your purchase is covered by the eBay Guarantee, which entitles you to receive your money back if the item you receive doesn’t match what is listed. The seller has three days to respond”

Since the seller is claiming this topper is vintage, if they lied, they have no recourse. eBay will likely refund your money and not expect you to return the item (Unfortunately, some buyers are scammers themselves and use this very tactic to get free stuff).

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Maury spotted this CJ-2A topper eBay a few days ago. It’s already at $122.50 (and will likely go higher) with just over a day to go (as of this writing). It’s a really neat piece. I expect this will hit several hundred dollars.

The “Truck Utility Plus Tractor Power” wasn’t a tag line that was used very often. In fact, the only documentation that I can find for it was on an ad for Willys-Overland dealer Caver-Wiggens on May 23, 1947. I have found other ads from that dealer from 1947, but can find no evidence that phrase was ever used again. Whether Caver-Wiggens was responsible for the plate topper or not I can’t say for sure, but it is a possibility. Below is the 1947 ad (from this page):

View all the information for the plate topper on eBay

“The Universal Jeep Metal License Plate Topper Sign. Nice topper some wear but great condition overall.”

Here’s the license topper itself. you can see the design is the same that appears in the ad, including the square bolt heads on the windshield.

A few years ago Barry finally solved the riddle of which hydraulic lift offered by Newgren used a dash control. You can read about it here:

https://www.farmjeep.com/2020/05/27/the-old-newgren-control-on-the-dash-mystery-finally-solved/

It lacks a back panel, but otherwise looks good.

https://saltlakecity.craigslist.org/atd/d/grantsdale-rare-old-jeep-sign/7421635365.html

“This is a super hard to find Lightup Jeep sign from the late 50s. It also has Authorized Willys Dealer on it! Lites up and has no cracks or fading to the lens. The back was broken and removed some time ago. Has the original hanging bracket and all original electronics. Been stored indoors for the last 50 years! This sign is aprox. 3ft x 4ft w/o the arms”

Micah shared this ebay auction of a War Bond Poster. The price has already hit $183.49 as of this post with just four hours to go.

View all the information on eBay

“Great original WW2 poster sent to schools for bond or stamp drives to buy jeeps. It measures approximately 35 by 45 inches. Some condition issues, but a great vintage poster. See other auctions for more WW2 posters.”

I snagged one of these 1956 Willys Export Wagon Brochures Form W-253-6X from eBay.

This is a rare matchbook cover of an early jeep pulling logs with a chain. The matchbook was for the Kansas Willys-Overland, INC, dealership.

View all the information on eBay

UPDATE: Donald was kind enough to share example pics of the Kelly/Braden data tag and serial number tag.

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Originally Posted July 16, 2016:  I never knew Kelly private labeled Braden PTO winches. Here’s a rare brochure that covers the products.

Chris has this Jeep sign up for auction on eBay.

View all the information on eBay

“Vintage AMC Jeep Dealership Sign 10ft X 2ft Good Color Displays Well No Reserve.

This sign is an original dealership piece. It has been repurposed. If you look closely at pictures you will notice older letters that once spelled out “Shafers Exxon PH 392-5646 Jeep”. Obviously it was used once as this advertisement but was repurposed to what you see now. As you can see it displays well either outside or inside. The photo of it on top of white table is backlit and displays good. It does not have a lightning element. I simply placed a flashlight behind it for photo. The ghost letters do appear in direct sunlight as shown by photos. Also the aluminum frame around the sign is in good condition but is missing an end cap on the left end. Please look closely at the pictures and if you need to see more please let me know. This is a rare one off for any Jeep sign collection!

As for the history, it came out of rural WV and was on display at a dealership near Rupert WV according to previous owner. I have attempted to do research on the phone number and dealership with no success. This is a local pickup only auction. Sign is located approximately six miles off of I-81 in SW Virginia. No reserve auction. Please do not ask me to end the auction for some ridiculous offer. If you’re that interested in the sign simply place your max bid and let the auction play out.”

I finally obtained a 1954 CJ-3B brochure, Form # SD-201-4. There is also a version of this brochure with showing a CJ-3B fire engine, but I haven’t gotten that one yet.

UPDATE: This was relisted on eBay and ended up selling yesterday for $26.95.

This print block depicting a Willys-Overland jeep with attached sprayer was on eBay. It’s pretty small, but the grille and tool indents suggest it’s an Agrijeep to me. This and similar small blocks were used to create newspaper ads illustrations. Below the block is an example of it used in an October 03, 1945, advertisement.

Here’s the ad example:

This 1964 2’x3′ poster might interest a Gladiator collector. It is form number 64-05.

View all the information on ebay

“Item: Very Rare, Vintage, Original “Jeep Gladiator Camper” Automobile Dealer Sales Brochures Window/Wall Poster. 24″ x 36″ in Size. Rare Saved Paper History… Must have for the Serious Car Collectors! Does have some Fold/Edge Separations.

Year: 1960s Era

Condition: Vintage, Original, Used with Signs of Age and Wear, Please Review Photos for more Details. Lot Rated 8/10 for Condition. See Photos.”

UPDATE: This ad shows one of those odd instances when an ad appears in Collier’s that I have yet to find in the Saturday Evening Post. This happened a few times during the 1940s. Here’s a color version fo the ad, published May 04, 1946 (note that the ad continues the ‘Get a Jeep’ Campaign):

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Originally Published 03/10/2019: I spent some time searching for and assembling these Collier ads into two directory graphics, similar to the Saturday Evening Post graphics (updated in the post below). Unfortunately, the only archive I could find scanned them in black and white. And, the archive was missing some issues, so I suspect there were a few more published than shown below. Still, there are some differences between the ads, sometimes as small as changes in a few words of text, make these images useful for research.