Warren William Carborundum Ad Plus the Worcestershire Sauce Checklist

I’ve promised some an A-level post by the end of the week–this ain’t it, but I swear I was looking for info relating to that coming post when, as so often happens, I was distracted by the unexpected, namely the 1939 advertisement in the title. I love Google’s magazine search (even if it potentially swats aside my little magawiki one of these days), but I haven’t run across a way to save material there as I have with the main Google Books search–thus the need to save it in this post.

Previously the only Warren William advertisement I’ve run across, and granted, there may be others, is the 1942 Worcestershire Sauce ad commonly spotted in LIFE Magazine (and other titles as well I believe). Here that is in case you’re unfamiliar:

While I have a hard time picturing Warren William proclaim, “It’s a WOW!” but that appears to be French’s slogan for the product at the time. I suppose if he ever did a radio promo for their Worcestershire Sauce he would have had to have WOWed us, but if that ever happened I’ve yet to run across it.

The collector in me found it interesting that at the top of this ad the text notes “Starring in Columbia’s ‘The Lone Wolf in Scotland Yard’,” which isn’t actually the title of a movie, but refers to 1942’s Lanyard vs. the Nazis thriller “Counter-Espionage.” My Warren William search in Google Magazines yielded several other issues of LIFE with this otherwise identical ad, but 1942 was a busy year for WW and Lanyard and so there are variations. Since Google has all issues of LIFE indexed I’d assume what follows would be your complete Warren William Worcestershire Sauce checklist:

• June 22, 1942 “The Lone Wolf in Scotland Yard”
• July 13, 1942 “The Lone Wolf in Scotland Yard”
• August 10, 1942 “The Lone Wolf in Scotland Yard”
• October 5, 1942 “Counter-Espionage”
• December 21, 1942 “One Dangerous Night”

On to the Carborundum ad–it appeared in the October 1939 issue of Popular Mechanics and what struck me about it was that Warren William is shown is his workshop sharpening one of his tools with their product, a grinding wheel. Since WW was a noted tinkerer and gadgeter I get the feeling he probably stands behind this grinding stone a bit more than he does his Tomato Juice Cocktail (though you know darn well he’s putting something in that juice of his! Something to get that WOW!).

The entire ad is shown below, the photo is the same as the one that is slightly blown up at the top of this post. I’ve copied the text of the ad underneath to save you from squinting:

FAMOUS STAR “EDGES UP” with CARBORUNDUM
Warren William praises Carborundum Brand Abrasive Products

This view shows cinemactor Warren William in his superbly equipped home workshop where he spends many happy hours of pleasant relaxation. Like most home craftsmen, Mr. William has found that the pleasure of making things in his shop is greatly increased if his equipment is kept in first class condition. That is why he has joined thousands of other fans in turning to Carborundum Brand Abrasive Products to keep all his edged tools sharp and keen. Read what he has to say:

“I would like home workshoppers everywhere to realize that it’s mighty important to keep tools sharp. Out here in my own workshop at Encino many a half-perfect job becomes perfect because I took two minutes’ time out for edging up my tools on the job. And when I say sharpen, I mean Carborundum. That the kind I use and recommend … Carborundum Brand Products for the craftsman.”

If you, too, want to keep your edged tools in tip-top shape … if you want to make your work easier … ask your dealer for the famous Carborundum Brand Grinding Wheels and Sharpening Stones.

Just to be complete here’s a bit more about the history of the Carborundum Company of Niagara Falls, NY if you’re interested.