InstaGRAM Report: Peter Helck: Advertising and Art Part 1— Old 16
One of the more interesting things about the artist Peter Helck is that in addition to his eye-catching canvas paintings of historic automotive events, his artwork was also featured in magazine advertisements for a wide range of companies, including Chevrolet, Champion Spark Plugs, Republic Steel, Mack Trucks, and TWA. He was a prolific artist; one who was passionate about his work and able to successfully balance his fine art painting with commercial work.
We have written about a number of Helck’s iconic paintings and sketches, including those he created of the Vanderbilt Cup Races and The New York to Paris Race, but in this new series we will showcase Peter Helck’s work for corporate clients as well as his foray into magazine publishing.
To kick things off, this article will focus on how Helck included his beloved 1908 Vanderbilt Cup Race-winning Locomobile — Old 16 —in a number of ads.
Happy Father's Day!
By Gram Spina
Old 16 was owned by the Helck family for 55 years, from 1942 to 1997. During the Helck family’s ownership, Old 16 was frequently used to promote automotive history. The car became a draw at various automotive events around the United States, and was well-loved by the general public.
Helck often used the historic Locomobile as a live model to draw inspiration for points of reference and perspective when creating his artwork, and he sometimes included Old 16 into his art whenever he had the chance to do so.
Champion Spark Plugs — 1953
When Champion Spark Plugs gave Helck the commission for a series of ads, the company had only two requirements: The vehicles to be featured in the ads needed to be historically or economically significant, and they had to be gas-powered. Naturally, Helck knew Old 16 was an ideal model for one of these ads.
This full-page ad ran in The Saturday Evening Post in 1953 and featured Helck’s famous “Robertson Comes Through” painting on the top half of the advertisement. The bottom portion of the ad depicts Old 16 (circa 1953) with Helck behind the wheel and back on the road — with the help of Champion Spark Plugs bringing Old 16 Spark back to life.
Champion Spark Plugs ad close-up of “Robertson Comes Through.”
The full version of “Robertson Comes Through.”
Half-page ad variation of the Champion Spark Plugs advertisement with Old 16 featured in Better Homes & Gardens, September 1953.
Johnnie Walker Scotch Whisky “Champion” — 1958
Helck’s work extended beyond the automotive industry and into other consumer products. This remarkable ad for Johnnie Walker offers a glimpse into the world of championship racing though the unique depiction of automobile memorabilia. One can almost picture the man who inhabits this space and values the art shown in this still life. Of course, this man savors his Johnnie Walker — and toasting the automotive champions among champions.
The first thing that caught my eye was the large-scale model of Old 16 and the replica miniature of the 1908 Vanderbilt Cup trophy sitting behind the scale model of the car. While these items are beautifully illustrated within the ad, they are even more jaw-dropping to see in person.
“Robertson Comes Through” Scale Model of Old 16
While this model was built in 2014 by Alexander Buchan long after the Whisky advertisement made its debut, it shows how fantastic model cars can be, especially when hand-crafted from brass metal.
1908 Locomobile Vanderbilt Cup Race Victory Celebration Cup
Made of sterling silver to celebrate Locomobile race car Old 16 winning the 1908 Vanderbilt Cup race, these miniature cups are the holy grail for any automotive racing memorabilia collector. It is no surprise to anyone that Helck had one proudly on display in his artist studio.
In the upper right-hand corner of the ad, we see one of Peter Hecks automotive racing paintings in the final stages of being completed.
Honorable mention: Robert Patterson’s artwork for “Ethyl” Anti-knock solution by the Ethyl Corporation — 1952
While researching advertisements that included Old 16, I found this ad drawn by the artist Robert Patterson to promote the Ethyl gasoline company. It demonstrates the cars of yesterday and circa 1952. Old 16 is seen crossing the finish line on the race course. Note Robert Patterson’s signature in the bottom right-hand corner of the 1908 Vanderbilt Cup race.
After comparing to the work of Peter Helck, it is apparent what makes Helck’s artwork stand out: the sheer sense of motion and emotional feeling he brings to each piece of art he creates. It is as if you (the viewer) are within the painting, witnessing automotive history racing past.
The drawing seen here is from Peter Helck's famous book The Checkered Flag.
Advertising is such an emotional genre. And while every ad hopes to connect with its audience, Helck also knew that part of what he was hoping to communicate to readers was that intangible passion for all things automotive. He used his talent and his skill as an artist to showcase more than a product or a company or a service, he used it to express a way of life, a love of fast cars and the connections that come from an appreciation of beauty and art and sense of adventure.
The drawing shown is a sneak peek of what you will see in upcoming articles.
I hope you’ve enjoyed this article, and if you have any questions or insights, we would love to hear from you in the comments below
Comments
This is an incredibly good feature Dear Son.
Happy Father right here!
Outstanding article!
That 1952 ad by The Ethyl Corp. having a 1908 Buick Model 10 is the same make feathered on THE LONG ISLAND MOTOR PARKWAY book by Howard and Al Velocci. The model in the ad is a roadster, the book cover model would be a tourer.