Advertising Oil: The Veedol Story in Post-WWII Germany

I must confess that while I have seen Veedol in photographs of European racetracks in the 1950s, I had no idea what it all meant and its significance. This is taken from a recent Mercedes-Benz news release publicizing a current exhibit at the museum.

The Veedol woman: The famous advertising motif of the lubricant manufacturer. Designed in 1952 by graphic artist Heinz Fehling, it took up the themes of ease and speed. The Veedol woman is one of the “33 Extras” at the Mercedes-Benz Museum. (Mercedes-Benz Classic Archives image signature: D587875)

This woman glides across imaginary ice on ice skates. Her speed is evident from the very first glance. Speed and ease along with a sensuous aura are what characterise this famous figure. Created as a sheet metal or enamel sign, she advertises the lubricant made by Veedol.

Winter theme: The Veedol woman is an advertising classic. She first appeared in 1952. Back then she still wore a bobble hat, gloves and turtleneck sweater – quite the elegant ice skater. The red company lettering adorned her sweater. The Veedol brand originally belonged to the American company Tidewater Oil, which founded its German subsidiary in 1925. Today Veedol is a part of the Indian company Tide Water Oil India.

The artist: The figure was created by advertising designer Heinz Fehling, who was far from unknown at the time. He worked for various clients and sectors: from Aral and Blaupunkt to Sinalco. Front pages of publications such as “Motor und Sport” were also designed by Fehling. Some experts say the Veedol woman was his most important creation. It is assumed the model for the theme was Vera Marks, who was “Miss Germany” in 1951.

Pin-up girl: Fehling repeatedly recreated the Veedol woman and adapted her to the image of a seductive woman in an American pin-up style. In Germany she was the first advertising figure of this kind. A short figure-accentuating dress drew attention to her plunging neckline and long legs. The company lettering was now on a white sash that resembled a pageant award.

Confident of victory: The low-friction properties of the lubricants by Veedol remained the recurring theme of the blonde woman. With this message she radiated a confidence in victory and self-assurance. That’s why the Veedol lettering was also often on the advertising hoardings of the world’s race tracks.

Anywhere and everywhere: The Veedol woman advertised the lubricant in garages. In the 1950s and 1960s she also glided along with the “knights of the road” on ice skates. Fitted to the radiator grille of trucks, she travelled the entire continent. With her seductive aura she was the truckers’ mascot – a “fiancée of Europe”.

French Grand Prix, 4 July 1954. In the very first race with the new Mercedes-Benz W 196 R Formula 1 racing car with a streamlined body, Mercedes-Benz won a double victory. The photo shows the later victor Juan Manuel Fangio. His team-mate Karl Kling finished in second place. In the background there is an advertising hoarding from lubricant manufacturer Veedol. (Mercedes-Benz Classic Archives image signature: 54084-15)