"Give The Boots The Stars Wear" Pt IV

And the "boot" goes on... :)

This slick 1960 ad is probably the best known Acme Boot ad featuring the Maverick boys--it appeared in popular large format magazines such as Life and The Saturday Evening Post, and it turns up for sale as a standalone Kellectible now and then:

The photo from which the images of JK and JG down in the left corner were taken recently became a part of the Kellection.

Speaking of images, after poring over all these wonderful vintage Acme ads, I got to thinking about the different products that Maverick and its stars were used to advertise. "Mavertising", as it were. :)

The connection to Jeep automobiles and to Kaiser aluminum foil and siding is a no-brainer: they were owned by the show's main sponsor, Kaiser Industries.

Peter Paul was also a Maverick sponsor at one point.

And don't forget the Topper scooter.

In the case of Acme Boots, author Jane M. Gaines reveals in her book Contested Culture: The Image, The Voice and The Law how Acme became the boots the stars wore: "But it is also important to see merchandising as a part of scientific management strategy, in which the principle was to turn star property into capital wherever possible. Control of the star image gave studios certain leverage with other industries with which they may have had many other kinds of cooperative arrangements. And in fact, studios even traded star images for free supplies of props such as automobiles, wild animals and cowboy boots. The Warner Bros. merchandising contract with Acme Boot Company, for instance, gave the studio a $2500 cash advance and fifty-four dozen pairs of western boots each year for two years in exchange for the use of the stars of Cheyenne, Sugarfoot, Lawman and Maverick in their advertising."

By the way, I haven't seen Roger Moore (cousin Beau Maverick) in any of these Acme ads, maybe because of some candid remarks he made while filming Maverick. He recounted to a Reuters reporter in 2008, "At Warner Bros. I was doing (the 1950's TV series) Maverick and sitting on the back lot and it was hot and my feet were pinched in these bloody cowboy boots. I was doing an interview and said the reason there were so many killers in the Old West was the boots--they pinched their feet and they got bad-tempered and shot one another. About a month later, I was sent for by Bill Orr, who was the head of Warner Bros. TV and he said: 'You know, the Acme Boot Company are very upset. They supply our boots and you'd better stop saying these things.'"

UPDATE! I found RM's original comments in a 1960 Australian "TV Week"

Well, I'm sure you won't complain when you see what's coming up next in TDS.  ;->