By Vicky Hughes
Cars have been used as a rolling advertisement space almost since they first hit the road. It’s an easy and effective way to advertise a business. The many options for branding your vehicle – including window graphics, car magnets, and even full or partial wraps – allow for a completely custom design that reflects you and your business. Mobile advertising helps increase local exposure and brand awareness by creating a moving billboard.
Imagine the surprise of local classic car enthusiast, Richard Kronk of Jefferson, when he discovered that his 1930 Ford Model AA truck was used as an advertising vehicle for the Coronado Brewing Company in the state of California. Richard purchased the privately-owned truck in 2014, and has spent countless hours on its restoration.
He recently learned that his truck was named “Popeye,” and part of a duo of antique trucks that served as unique and successful advertising vehicles for the Coronado Brewing Company. Previous owner, Ron Chapman, reportedly felt that using the antique trucks, named Popeye and Olive Oyl, for advertising was an effective way to create a promotion on wheels. He used to keep both trucks parked in front of his restaurant, and at times someone would drive them around the small town of Coronado.
After Richard purchased the antique truck, he began to tear it apart and started his restoration process. The truck was disassembled and prepared for rejuvenation. He overhauled the carburetor and did some other engine work, as evidenced by his often-busted knuckles and the unending supply of grease under his fingernails. When the engine work was finished, Richard gave Popeye a fresh coat of paint, and he added sideboards to the back of the truck.
Today, the classic Ford is not only popular at area car shows and parades, it is also roadworthy. Kronk states that the top speed for Popeye only runs between 25-30 mph, but the truck’s age and storied past makes it desirable to drive. Last year’s Christmas parade in Waynesburg saw the truck transformed into Santa’s Workshop, where it was named “Best Design.” The truck has also received the “Greaser’s Choice” award at the Skyview Drive-In car show.
Trucks like these have become symbols ingrained in our national life and culture and remain many things to many people. For some, the truck may summon a wave of nostalgia; for others, it may represent an unvarnished and simplistic way of life or affirm the historic capacity of people to adapt to change. For Richard Kronk, his classic truck is much like him – simple and rugged, yet steadfast and resolute. Popeye, like the cartoon character, is a little scrappy and always ready for a fight. He’s an underdog and just an average sailor man, yet he often finds solutions to problems that baffle others.
Richard and his truck are much the same. They’re not pretentious, not looking for glory or glamour, just “tough to the finish ‘cause they eats their spinach” (…or gasoline!). He’s just a guy with his truck, living a dream and following the Popeye credo, “I yam what I yam, and that’s all that I yam.”