This Pennzoil ad from 1943 used a fun Rube Goldberg cartoon to push a serious message

World War II Pennzoil ad: How saving gas became a patriotic duty

When Pennzoil teamed up with Rube Goldberg in 1943, it made for one of the most memorable motor oil ads of the wartime era. Known for his over-the-top invention illustrations, Goldberg brought his signature chain-reaction chaos to a very real message about saving gas. The idea was simple: keep your engine running well so fuel isn’t wasted — and Pennzoil claimed to help do just that.

This particular Pennzoil ad features a cartoon showing Grandma knitting socks to kick off a complicated sequence involving a jack-in-the-box, a steak, a lion and a giant slingshot-powered car. It was classic Goldberg, but the tone pointed to a real concern: fuel conservation. With gasoline rationed during World War II, keeping vehicles in good shape was a way Americans could support the war effort from home. Using quality motor oil like Pennzoil was framed as both smart and patriotic.

The ad also included practical advice. It explained how friction, heat and sludge could rob an engine of power, and that only about a quarter of each gallon of gas actually moved a car forward. Pennzoil pitched itself as the oil that helped squeeze more mileage from every drop, thanks to its base of refined Pennsylvania crude — known at the time for its engine-cleaning qualities.

Pennzoil’s roots go back to the late 19th century, and by the 1940s, it had grown into one of the country’s best-known motor oil brands. Headquartered in Oil City, Pennsylvania, the company emphasized its use of high-grade local crude in its advertising. During wartime, these kinds of details added to the public trust in American-made products, especially ones tied to transportation and industry.

This wasn’t the only time Pennzoil used pop culture or cartoons to get attention, but this Rube Goldberg collaboration stands out for mixing humor with wartime responsibility. It made the topic of motor oil a little more interesting — and memorable — in the middle of some serious times.

1943 Pennzoil ad: “Don’t waste gas,” says Rube Goldberg

GRANDMA (A), KNITTING PAIR OF SOCKS, PULLS LATCH (8), CAUSING JACK-IN-THE-BOX (C) TO POP OUT AND HIT TEETER — BOARD (0), DROPPING LARGE STEAK (E) ON TOP OF CAR — LION (F) DIVES FOR STEAK, LIFTING 300-POUND GENTLEMAN (G) AND ALLOWING POWERFUL SLING- SHOT (14) TO PROPEL CAR AHEAD — IF YOU CAN’T GET A STEAK, STAY HOME AND BUY WAR BONDS INSTEAD, SO OUR BOYS CAN BRING HOME THE BACON.

How motor oil can save you gasoline

Only about one of every four gallons of gas you use actually moves your car. The rest is “wasted” overcoming air resistance and friction, and in producing heat. If sludge causes piston rings to leak and valves to stick, additional power is lost. Under today’s conditions, only the best oil can resist sludge formations so your engine will stay clean and easy on gas.

PennZoil is refined from pure Pennsylvania oil especially to reduce friction and engine deposits. It helps you get every possible mile out of that vital fourth gallon of gas. Next time specify PennZoil — and be sure to sound your Z!

Save gas for fighting engines… keep your car in condition by sounding your Z for Pennzoil.

Don’t wait for belts to break! Usually, a broken fan belt stops the water pump and generator. Engines overheat and batteries run down. Maintaining proper tension and keeping belts free from oil will lengthen their life.

Write for “Keep Your Car Alive’ —16 pages of facts and pictures devoted to preserving your car for the duration. Address Dept. AT, The Pennzoil Co., Oil City, Pa.

PENNZOIL*GIVES YOUR ENGINE AN EXTRA MARGIN OF SAFETY