Television ads from around 50 years ago had a certain charm. No CGI effects, no emotional manipulation, no recurring characters; just straightforward advertising. To demonstrate the comfortable ride of a truck known for its utility, all they did was hang a seat off a wheel, place a dummy in cowboy attire, and let physics take over.
This particular clip is from a 1972 promotional video by Chevrolet, recently shared by the Instagram account classic_truck_products. It highlights the company’s “massive girder-beam front suspension,” which was superior to Ford’s trucks at the time. The video even features a comparison between the two trucks, showing their front bodywork completely exposed, like a detailed cutaway view. Quite fascinating.
The highlight of the video occurs around the 7-minute mark, featuring a dummy experiencing intense vibrations. In this experiment, two seats are suspended from the truck: one attached to the wheel and the other to the body. The one connected to the body benefits from damping, while the other doesn’t. A person sits in the seat without damping, and the truck navigates a bumpy path lined with planks to simulate rough terrain.
What unfolds is both predictable and shocking. Witness the cowboy dummy vigorously shaking, even losing his hat in the process. The violent vibrations would make great meme material, reminiscent of David Lewandowski’s iconic YouTube video from the 2010s, “Going to the Store.” Alternatively, the knowing smile of the person in the damped seat could easily become a popular reaction GIF.
That’s the face of a man who knows he picked the right seat. The Emulsion Alchemist via YouTube
While the ad may not offer clear insights into the ride quality of Chevrolet pickups from the early ’70s, one thing is certain—a modern version of such an ad would surely capture attention and potentially boost sales, especially for the more affordable Colorado trims. Forget fancy screens; give me a ride that can jostle a plush pillow with gusto.
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