A North American winter is not to be taken lightly – weather bombs and snowmageddon are routine events. Especially in the North East and Midwest where massive snowfalls are reported every year with breathless excitement. Digging the driveway out of waist high snow was a common task, often shared with the family as shown here. These ads from 1930 to 1965 show Madison Avenue promoting the virtues of winter-proofed cars to an audience that needed no reminder of the perils of driving in snow and ice. Sporty associations were most favoured with the majority of cars pictured against a backdrop of winter sports – a ski resort is just about the last place where the affluent will be reminded of the existence of the lower orders. The merits of such refinements as triple-turbine transmission, a Super Jetfire Engine, a Vibra-Tuned Ride and swivel hipped handling are extolled in the text. For the reader with a strong stomach the final ad (Goodbye Mr Winter) is an egregious example of the art of the copywriter at its most long winded.