When Buick and Oldsmobile Promoted Their Cars with Musicals

General Motors’ affinity for using entertainment to promote its products reached a fever pitch in 1955, as an estimated two million people attended Motorama in New York City, Boston, Miami, San Francisco, and Los Angeles. It was followed that same year by Powerama in Chicago, a show that highlighted GM’s non-automotive businesses and featured a musical dubbed “More Power to You.” It included French acrobats atop a 70-foot crane, 35-ton bulldozers dancing the mambo, and a battle of strength between a top-hatted elephant and a bulldozer in which the pachyderm is sent packing. The show ran for 26 days and attracted two million visitors. 

But that wasn’t the end of it, as GM produced musicals—yes musicals—to help move the metal. The result would be Buick’s Spacerama (so many -ramas) and Oldsmobile’s The Merry Oh-h-h.

Oldsmobile in 1955

Having reached record sales of 583,179 units for the 1955 model year, Oldsmobile hoped to continue the sales boom for 1956, even though its lineup was mostly carryover. The biggest news was the Jetaway Hydra-matic automatic transmission, which was redesigned for the first time since its introduction in 1940. For the first time, it offered a Park position, like modern automatics, and featured two fluid couplings to enhance shifts between its four gears. The Jetaway was standard on the 98 and Super 88. 

J.F. Wolfram, Oldsmobile general manager, confidently predicted Oldsmobile would sell 750,000 cars for the 1956 model year as Oldsmobile employment reached a record high of 19,170 employees.

To stoke enthusiasm, the company created a musical dubbed “The Merry Oh-h-h”, which debuted in New York City at the Ziegfeld Theatre. The show starred Chita Rivera, who had appeared in “Call Me Madam” and “Can Can.” Here she plays Miss Jetaway Drive alongside singer Mildred Hughes and Billy Skipper, who danced in “Annie Get Your Gun.” Other notable names include Joe Flynn, Frank Gorshin, Charles Cooper and Bern Hoffman. It was directed by Max Hodge, who would go on to work on the TV shows “Mission: Impossible” and “Mannix.”

The musical, which cost GM $150,000 to produce, espoused the glories of power steering, automatic transmissions and Rocket V8 engines. Songs included “Tops in Transmission,” “Advancing on Lansing” and “The Car is the Star.”

After its New York debut, the musical and its 34-member cast went on tour to San Francisco, Fort Worth and Chicago before arriving in Lansing, Michigan, Oldsmobile’s hometown, which included an appearance by pop star Patti Page.

But the show generated unintentional notoriety when its piano player, Robert Orpin, was found dead in his room at the Hilton Hotel in Fort Worth. Orpin, who hailed from Forest Hills, Long Island, was found in a filled bathtub with the hot water running. He was discovered by a maid who heard the running water running. His death was later ruled accidental. 

“The Merry Oh-h-h” would play to 30,000 Oldsmobile employees and their families nationwide. But it did little for Oldsmobile sales, as demand fell to 485,492 units for the model year.

Buick heads for Spacerama

No doubt using a stage show to promote new models was hardly an isolated idea at GM in 1955. In fact, Buick arrived at the idea before Oldsmobile, thanks to their ad agency at the time, the Kudner Agency and its vice president, Myron Kirk.

Kirk had attended GM’s 1954 Motorama during its nine-day stand in Boston, where he ran into Ivan Wiles, vice president and general manager of Buick, and Al Belfie, Buick’s general sales manager. While watching the theatrics, Kirk told the executives of the impressive dancing he had seen in the then-new movie, “Seven Brides for Seven Brothers.” Kirk arranged a private viewing of the film for them, and afterwards, Kirk received approval to bring in the movie’s choreographer, Michael Kidd, to produce a show to promote the 1956 Buick lineup.

He tapped Alan Lipscott and Robert Fisher to write the show. The duo was well-known for writing scripts for such TV shows as “Make Room For Daddy,” “The Donna Reed Show” and “Bachelor Father” along with many others. The plot concerned mankind’s search for the obtaining transportation from the Stone Age to the current day, where a trip to Mars reveals a depressed population. They overcome their depression when they are brought to earth to see the 1956 Buick lineup. The show starred Mark Dawson and comedian Jack E. Leonard. 

For the music, Kirk’s agency chose Bernie Wayne, who is best known for such songs as “Blue Velvet,” “The Magic Touch,” the Miss America theme, and the commercial jingle “Chock Full O’Nuts Is the Heavenly Coffee.” For Buick’s musical, Wayne composed such songs as “Just Like Coming Home Again,” “Switch the Pitch,” and ‘The Peak of Civilization.”

The show started in Flint, Michigan before heading to Los Angeles, Houston, Chicago, Atlanta, Detroit, and wrapping up in New York City. In all, 50,000 Buick dealers, employees and their families saw the show.

Still, you have to wonder why GM went to so much trouble. “We have about 12,000 dealers and their salesmen,” a Buick spokesman told the Detroit Free Press in September 1955. “Many of them will sell as much as $150,000 of our products next year. You surely can afford to spend $100 or more to entertain them.”

Of course, GM could afford such largesse; they were on their way to their first billion-dollar annual profit.