“Go-happy fashion” ad by Nokia
Before Nokia made itself a name as a telecommunications and mobile telephony brand, the Finnish company was active in different industries. Originally established as a pulp mill in 1865, it had long been associated with rubber and cables. Since 1967, they’ve been manufacturing rubber boots. In 1990, this branch split into a separate company, Nokian Jalkineet (“Nokian Footwear”). The ad shown here is from 1972, five years after Finnish Rubber Works merged with the Finnish Cable Company and Nokia Company, forming the Nokia Corporation.
“Go-happy fashion” is shown in Amelia with alternating glyph colors. The mid-1960s typeface by Stan Davis is also used for the product names, “go-joy” and “go-gay”. The slogan, “Saapastelkaa uuteen villiin tahtiin!” (“Step into a new wild rhythm!”), is set in Futura Extra Bold Condensed, the small copy is in Helvetica.
