March 10, 2018


In honor of the clock springing forward tomorrow, here's a look back at how Tudor City's ad agency integrated daylight saving time into their sales pitch. By their reckoning, daylight saving is an oxymoron in the enclave, where there's year-round daylight saving ‒ provided one minds the slogan and walks to business!

Fun fact: this year marks daylight saving's centennial. It was originally enacted in 1918 as a way to conserve coal.

1930. In Tudor City, "you'll save two hours of daylight every day" by walking to work. "You won't have to spend precious hours in travel by rail" ‒ and "there's maid service to add daylight to your wife's day."
1931. "Daylight saving is not just a matter of the clock" in "the most convenient residential community in New York" ‒ an "oasis of peace and quiet in the heart of the city" equipped with "two green parks of your very own."
This 1928 ad wonders "how many hours of light do you waste in needless transportation?" and gives the shocking answer: "the average runs close to two hours a day. Time enough for nine holes, for a swim, a book. . . all those things you've meant to do" ‒ in a setting that's "high, quiet and airy."

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