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This 1957 Chevy truck commercial was shot by Alexander Film Company on the declivities of Pikes Peak. At first it seems that this might be nothing more than a routine drive up the Pikes Peak Highway in an attempt to impress the less savvy of their would-be customers with the dramatic backdrops offered by Pikes Peak. But then they actually drive the truck up… well, not straight, but pretty darn straight up at least a part of the mountain. The fact that it’s presented as a kind of mountaineering first ascent film (the drivers wear matching khakis, blue sweatshirts and, eventually, helmets as they bounce across the boulder fields above timberline) with timpanies to punctuate the narrator’s hyperbole, makes it as cheeky as you’d expect from a piece of this vintage. And of course, anyone familiar with the topography of the area will question the route of their ascent, but much of it is still impressive even by today’s standards. We’re sure the Forest Service thanks you in advance for not attempting to repeat it!
Surely the greatest line ever about Pikes Peak: “The most famous mountain in America thunders its defiance.”! Then of course there’s “Straight into virgin timberland into chassis-battering terrain.” And then there’s: “How many nuggets would a Sourdough have offered for one of these trucks?”
What we wouldn’t give to bang out copy writers for Alexander Film Company!
Thanks again to the Pikes Peak Library District for posting this to YouTube and thanks to Big Something reader Keith B. for bringing it to our attention.