A Man Who Wears the Texaco Star and the Man Behind the Jingle

Ronnie Schreiber
by Ronnie Schreiber

Full gallery here

Brian Saylor has managed to combine two of his passions, old trucks and Texaco memorabilia. You can see him at Detroit area car shows with his Texaco trucks, Texaco gasoline pump and assorted Texaco merchandise, with Saylor dressed in the uniform that Texaco service station employees would have worn a couple of generations ago. Yes, Virginia, there was a time when gas station employees wore uniforms and they actually serviced your car. They even sang songs about them. Okay, so they were advertising jingles, but I bet most Americans over the age of 50 recognize, “You can trust your car to the man who wears the star, the big bright Texaco star.”

About ten years ago Saylor bought a 1937 Ford dump truck that had been sitting in a Nebraska field for more than a quarter century. It was pretty rough, the engine was seized, but the body was in decent shape and it still had the power-take-off unit that ran the hydraulics for the dump bed. He stripped it down to the frame, which he had sandblasted and powder coated. The truck is a bit of a resto-mod. He was planning on it being a driver, not a trailer queen so he replaced the mechanical brakes (Henry Ford wasn’t a fan of hydraulic brakes so Ford used mechanical linkages for their stoppers well into the 1930s) with a hydraulic system. What was supposed to be a freshly rebuilt flathead V8 turned out to indeed rebuilt but with the rear main bearing installed backwards resulting in another seized engine.

Full gallery here

Once that engine was rebuilt again the project picked up steam. On a trip to the big vintage car meet in Hershey, Pennsylvania Saylor saw an old tank truck and got the idea to turn his ’37 Ford into a Texaco fuel oil delivery truck. After some initial testing yielded a top speed of just 40 mph due to the the truck’s 1:6.67 final drive ratio, Saylor retrofitted a full floating rear axle from a 1983 Ford F-350 Super Duty pickup with 3.54 gears. “Now I can go faster without the engine turning 10,000 rpm,” Sayler quips, though I doubt a Flathead Ford V8 has ever turned 10,000 rpm.

Of course a proper service station back then would have actually done service and repairs and if they did repairs they needed a “parts truck”, something to run to the auto parts store. Towards that role playing end, Saylor’s also restored a 1967 Ford Econoline pickup.

Full gallery here

In real life Saylor manages the engineering laboratory of Gabriel shock absorbers, is married to Angie and they have a teenaged son. The Saylors make car shows a family affair, setting up their traveling service station and talking to folks waxing nostalgic.

Full gallery here

That hospitality reflects Brian’s roots as a self-professed “southern boy”. Saylor lived in South Carolina, Tennessee, Alabama and Florida before moving to Michigan in the late 1990s. He told the Ford & Mercury Restorers’ Club bulletin, “I haven’t lost nor want to lose my southern ways,” though for someone who describes himself as “addicted” to restoring Ford trucks, the move has had its benefits.

Whoever’s exceptionally cute and charming child this is*, he’s a lot cuter than those creepy “Cry baby” dolls people lean on bumpers at car shows. Full gallery here

As expected, when they see Saylor, his trucks and his display, a lot of folks mention that old advertising slogan. Many remember the jingle, but few know who created it. Roy Eaton, first at the Young & Rubicam ad agency and later at Benton & Bowles, helped shape mid-century American popular culture and he was responsible for the slogan and the melody of the jingle that accompanied it. The first black man to have a creative role at a major U.S. ad agency, Eaton was also one of the first in the ad business to use jazz music in commercials. In addition to his memorable and catchy jingle for Texaco, he also coined the phrase “Can’t get enough o’ that Sugar Crisp” and it was his idea to have the Sugar Bear character that promoted the cereal effect a Dean Martin persona.

Born in Harlem, Eaton’s father was a mechanic and his mother was a domestic worker who had immigrated from Jamaica. Though he lost part of a finger in an accident when he was three years old, he took up classical piano at the age of six. By his teens he had played Carnegie Hall. Graduating from New York City’s High School of Music and Art, he then completed, simultaneously, degrees from CCNY and the Manhattan School of Music. He won a scholarship to study in Switzerland and upon his return he won a Chopin Award and was awarded a musicology fellowship at Yale.

While in the Army during the Korean War, he wrote and produced programs for Armed Forces Radio. After his discharge, he hired in to Young and Rubicam as a copywriter and composer for jingles. He’s reported to have been responsible for 75% of the music produced at Y&R during the first two years he was at the agency. The companies whose accounts that he worked on are a veritable who’s who of the business world, including Jello, Cheer detergent, Johnson & Johnson, Post cereals, General Electric. Spic and Span and Beech Nut Gum. He didn’t just write the music, he wrote the taglines as well. The music he wrote was contemporary and innovative for the ad business, incorporating themes and sounds from what at the time was considered the modern jazz of Miles Davis, Charlie Parker and Thelonius Monk.

In the late 1950s, after barely surviving an automobile accident killed his new bride and left him seriously injured, Eaton took the job of music director at the Benton & Bowles agency. It was there that he wrote the Sugar Crisp jingle, music for toys like GI Joe and Mr. Potato Head, Yuban coffee and, “Hardee’s, Best Eatin’ in Town”. After staying with that agency for more than three decades, in 1980 he opened his own music production company and returned to the concert stage. An enthsusiast of meditation, his 1986 solo concert, The Meditative Chopin, at Lincoln Center was praised by the New York Times, “The cumulative effect was deeply satisfying. One came much closer to the heart of Chopin—and by extension, to music itself”. He’s performed internationally and recorded albums of the compositions of Chopin, George Gershwin, Scott Joplin and others. His own compositions have been on the soundtracks of feature films. On the faculty of his alma mater, the Manhattan School of Music, in 2010 he’s was inducted into the Advertising Hall of Fame.

Eaton credits his success to a lesson taught by his mother. She told him that in order to succeed in the face of the racial prejudice that was unfortunately common in his youth, he ““needed to do 200% to get credit for 100%”. “So,” Roy says, “that became my lifetime mantra.”

Roy Eaton’s talent for crafting jingles continues to resonate today. A black man from Harlem and a southern boy share a common chord. If it hadn’t been for Eaton’s jingle more than 50 years ago I’m not sure that Brian Saylor would be dressing up as “the man who wears the star” today.

*Photo taken with parents’ permission given in exchange for providing Zayde services.

Ronnie Schreiber edits Cars In Depth, a realistic perspective on cars & car culture and the original 3D car site. If you found this post worthwhile, you can get a parallax view at Cars In Depth. If the 3D thing freaks you out, don’t worry, all the photo and video players in use at the site have mono options. Thanks for reading – RJS

Ronnie Schreiber
Ronnie Schreiber

Ronnie Schreiber edits Cars In Depth, the original 3D car site.

More by Ronnie Schreiber

Join the conversation
2 of 21 comments
  • Namstrap Namstrap on Nov 08, 2014

    I remember those little cereal boxes too. They were perforated so you could break them open with a finger nail or a knife. Then you'd do the same to the packaging underneath, and pour in your milk.

  • -Nate -Nate on Nov 08, 2014

    Don't forget Texacos ' Registered Restrooms ' . In the 1960's I had several different Texaco toys , oil tanker (with wheels !) , fire engine and fire man's had with microphone & speaker . Texaco is still here in California . My head is always full of old jingles , can't get 'em out . -Nate

  • FreedMike Needs MOOAAARRR POWER.
  • Mgh57 I should just buy an old car where everything is analog.
  • FreedMike You mean, the "Hellcat all the things" plan failed?
  • Fred I've only had it for about 7 months and I like it. Mostly because I have a hard time seeing my phone screen. So even tho my Honda's screen is 6" it's a lot easier to see than my phone.
  • Cha65697928 I'm 48. Both our cars have it, I'm never going back. Being able to activate calls, messages, music, nav, opening/closing garage doors all via voice command is awesome. Now if Audi would just allow Google maps to mirror in the middle of the driver's display instead of only allowing the native nav...