The Explanation
(for those who require one)

And, of course, that is what all of this is -- all of this: the one song, ever changing, ever reincarnated, that speaks somehow from and to and for that which is ineffable within us and without us, that is both prayer and deliverance, folly and wisdom, that inspires us to dance or smile or simply to go on, senselessly, incomprehensibly, beatifically, in the face of mortality and the truth that our lives are more ill-writ, ill-rhymed and fleeting than any song, except perhaps those songs -- that song, endlesly reincarnated -- born of that truth, be it the moon and June of that truth, or the wordless blue moan, or the rotgut or the elegant poetry of it. That nameless black-hulled ship of Ulysses, that long black train, that Terraplane, that mystery train, that Rocket '88', that Buick 6 -- same journey, same miracle, same end and endlessness."
-- Nick Tosches, Where Dead Voices Gather

Great Moments in Moxie #10


By the 1940s, the popularity of Moxie was in serious decline thanks to Coca Cola's superior marketing, which included giving free Cokes to G.I.s overseas. A decade later it would be a blip on the radar of popular culture, known mostly as an in-joke in MAD Magazine.

The following radio ads show Moxie's attempt to get in on the war effort by implying a little gentian root extract, caffeine, sugar and carbonation would go a long way towards taking down Tojo and Hitler.

Okay, while the ads don't venture into the realm of pure propaganda (although you've gotta love a jingle going out to "you folks at home making all our war machines"), they are a rare glimpse at Moxie marketing in the fading days of its glory years.

1. Battleship Launch

2. Kate the USO Girl

3. Willie the Worker

3 comments :

Jack said...

I missed this one! Any chance you could repost the mp3s? Been a big fan of the Moxie series.

Todd said...

Me too! Please re-up if you can! Would love to hear these ads.

swac said...

As with The Moxie Song, I'll have to see if I still have these in digital form. Otherwise, I'll have to hunt down the cassette these came from (purchased at The Moxie Store, in Lisbon Falls, ME, if you're ever up that way).