Smoke Riders: The Daredevil Skywriting Pilots of the 1930s

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This entertaining branded documentary from Chevrolet demonstrates how skywriting works, featuring three pilots flying with total precision to trace a Chevrolet ad in the sky. Sky Billboards, courtesy of the Prelinger Archive, was produced by the manufacturer's in-house production company, the Jam Handy organization, in 1935.  

Chevrolet produced countless short films like this during the first half of the 20th century, on topics ranging from scientific photography to a reimagining of Cinderella's coach as a luxury car. These are interesting early examples of what we now call "branded content," a "new" marketing strategy that involves packaging brand messages within videos that are (supposed to be) compelling in and of themselves. Chevrolet's most recent ad campaign is a return to the stunt-focused content of the 1930s Sky Billboards -- just check out their "skydiving car" viral video and the "anthem" montage of the ads they've produced in the past year: 

While brands and advertising agencies look for new ways to reach audiences in the age of the Internet and TiVo, it's worth taking a look back at pre-television advertising that worked so hard to create compelling, informative content like Sky Billboards. The film seems quaint now, but it's the grandfather of branded videos like this one from Red Bull's Air Race:

For more films from the Prelinger Archive, visit http://www.archive.org/details/prelinger.

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Kasia Cieplak-Mayr von Baldegg is the executive producer for video at The AtlanticMore

Cieplak-Mayr von Baldegg's work in media spans documentary television, advertising, and print. As a producer in the Viewer Created Content division of Al Gore's Current TV, she acquired and produced short documentaries by independent filmmakers around the world. Post-Current, she worked as a producer and strategist at Urgent Content, developing consumer-created and branded nonfiction campaigns for clients including Cisco, Ford, and GOOD Magazine. She studied filmmaking and digital media at Harvard University, where she was co-creator and editor in chief of H BOMB Magazine.

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