“The Wild One”;  While the ad is referring to Continental’s new-for-1967 RaP 14 radial tire, it could equally be referring to the raw and untamed nature of the early 911 driving experience. Radial tires were still relatively new technology in the late 1960s, and commanded a premium over the old and outdated Bias Ply tires.  With stiffer sidewalls and better treading, the new wave of radial tires gave greater confidence in the driving experience with a more predictable breakaway point, and more reliable cornering. Was it enough to conquer Porsche’s Neun-Elfer? By 1967, Porsche’s 911 had already achieved a reputation of being a bit unruly in the hands of the uninitiated. “Doctor Killer” wasn’t too far off from the truth, with a tendency to understeer into a corner, snapping into oversteer if the throttle wasn’t modulated properly. These eccentricities contributed to several early adopters writing the car off as scary or dangerous, and similar characteristics were found “unsafe at any speed” in GM’s Porsche copy.  It is possible that, with the help of Continental’s “higher breakaway point” occurring less suddenly, the 911 could have been an easier beast to tame. It bears mentioning that there is no greater feeling in the world than that of having tamed an early 911 on a twisty back country road. Goodness me, it is quite addicting. Having been a student of advertising for nearly my entire educational career, vintage advertising really speaks to me.  I like seeing how consumer products were presented in a simpler time.  In this instance, a bold and eye catching image meets you, turning the top third of the page into a focal point, with the tire staring you in the face.  The simple, yet somewhat inspiring copy provides imagery of cars as jungle animals, fighting for supremacy on the roads of America.  One thing is for sure, the English have an affinity for ellipse. Image scan from Autoweek Magazine, June 16, 1967.