We've looked at a lot of the ways in which advertisers have positioned themselves as being in touch with "the future." The future's been used to advertise appliance stores, power companies, airlines, phone companies, aluminum, TVs, beer and refrigerators, refrigerators, refrigerators; pretty much any consumer product or service you can think of.
By associating their brand with cutting edge design and glamour, advertisers are afforded the leniency of fantasy and fluff while still maintaining some level of respectability. The future is a perfect foil for conservative brands — even something as boring as an insurance company — to project fanciful ideas rooted in the long-term thinking expected of them.
The advertisement below is for the insurance company Michigan Mutual Liability and appeared in the September 12, 1962 Record-Eagle (Traverse City, MI). It predicts everything from picnics on Mars to oddly shaped money in 2012, significant for the insurance company as its centennial year.
HAVE A HAPPY TRIP! By 2012 AD, Mars may make a nice site for a family picnic, via your space craft, with a few stops for refreshments at space platforms along the way. Earth's Moon may be the site of our suburbs. Our Sun with an absolute surface temperature of 6000 degrees, is apt to be too warm for a pleasure trip. But Saturn, Jupiter, Uranus, Mercury and Venus may be more hospitable, and there are of course, trillions of other planets and suns beyond our Solar System to tempt the space traveler.
This month marks our 50th birthday. While it's fun to look back on our past half century, we think it's even more interesting to look ahead to our next one. And here's what we plan for the year 2012:
Whether "autos" are traveling on "space beams" to other planets, operating beneath oceans, on compressed air, or are radar controlled... we plan to be far ahead in anticipating our policyholders' insurance needs as we have been in the past. (For instance, we started providing auto insurance when horse drawn vehicles were still a relative commonplace. We pioneered in offering motorists discounts that grow larger each accident and claim free year. More recently, we introduced a pay-as-you-drive plan that lets motorists spread costs on a monthly basis.)
Entire communities may be enclosed beneath huge plastic domes providing community-wide air-conditioning in 2012. Or they may float in space... or be underground. Wherever they are, we plan to provide our homeowner policyholders with the greatest amount of financial protection practical, against personal liability, property damage, casualty losses... just as we do now. (We pioneered in combining four major homeowner insurance needs in a single package. And Now — you can pay for your Homeowners Insurance, with us, on a monthly basis.)
The shape of money may change, but we'll pass on all savings, all economies, to our policyholders in the year 2012... just as we do today. (Michigan Mutual Liability Company, you see, is owned by its policyholders — operated for their benefit, so they're entitled to the most complete insurance it's practical to provide... at the lowest cost consistent with sound management.)
We plan to continue our growth pattern, too... having already become one of the ten largest companies of our kind since we pioneered with Workmen's Compensation Insurance back in 1912.
Secure your future... Insure with Michigan Mutual