Back in the early part of the 1970’s the motorcycle market in the USA was becoming more and more competitive and the desire of the big four Japanese manufacturers to stay in the forefront of the purchasers mind meant increasingly bigger advertising spends and ever more ‘creative’ ads. This is one which would most certainly not pass any modern day equality rules!
This Yamaha ad from mid-1973 tells the story of Harry Hotdog’s marriage following his purchase of a new Yamaha RD350. In true ‘if you can’t beat them, join them’, style Harry’s neglected spouse, Harriet (of course!) tells him that she’s been to the Yamaha Learn to Ride Safely Program for Women (apparently there really was one!) and later disappears to join the International Powder Puff Racing Circuit! – As if to underline this wholly unlikely story line we learn that Harry then chose to marry his RD350 instead of searching for his long suffering wife!
The final part of the ad features a selection of ‘Yamaha Models For Women’ – The LT3 100 is described as ‘a full size machine light enough for any woman to handle easily’ whilst the Yamaha RD60 description states ‘If she can’t keep up with your bike, she can use the RD60 for running around while you’re running around’ – the ad is capped off with the reassuring line that ‘Someday, she’ll own a Yamaha’
