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Enco Commercial, no. 1 (1968)

Lois Perucca

Sound | 1968

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  •  The Enco Tiger outlines his campaign platform 
  •  Humble Oil’s corporate parent, Standard Oil of New Jersey, introduced the “Put a Tiger in Your Take” advertising slogan in 1959 
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In 1968, the Houston-based Humble Oil and Refining Company launched a series of television advertisements for both its Esso and Enco regional brands. The marketing campaign alleged that an ad manager wanted to fire the tiger mascot, and that the company was holding an election to let motorists decide. (Casting a “ballot” in the election also qualified voters to participate in the Winning Ticket sweepstakes, offering more than $3 million in cash and prizes.) In this animated commercial for Enco, the Tiger outlines his campaign platform of extra power and cleaner engines. Humble introduced the Enco brand name in 1960, using it on filling stations in states where the company’s corporate parent, Standard Oil of New Jersey, was legally prohibited from using its Esso trademark. While operating under different brand names, Enco and Esso sold the same product and used the same advertising. In 1972, Humble rebranded Enco and Esso as Exxon, unifying the company’s products under a single trademark that could be used nationwide. At the same time, Standard Oil of New Jersey became Exxon Corporation, while the Humble Oil and Refining Company became Exxon USA. This film came to TAMI as part of the Patrick S. Coakley Jr. Collection. Coakley was a producer with Houston’s KHOU-TV.