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Vintage Toronto Ads: A Toast to Good Hydro Services

By Jamie Bradburn

20091208hydro.jpg
Sources: (left) The Globe, November 1, 1929, (right) The Toronto Star, November 19, 1936.

We’re not sure which of the images conjured up by today’s ads is more disturbing. Is it the trio of factory workers depicted in a manner usually reserved for nursery rhyme characters or World War I casualties? Or is it the deified toaster (whose cost, if translated into modern money, would start at around $228) trained to act with the utmost style and refinement for a classy late-dinner gathering?
Both ads are fine examples of the large quantity of newspaper advertising the Toronto Hydro Electric System bought during the 1920s and 1930s. Besides trained toasters, the utility’s retail arm offered customers technological marvels for the home such as electric ranges.

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  • http://undefined David Toronto

    All I can remember for the radio jingle is:
    “Hippety-hop to the Hydro Shop . . .”
    Maybe someone else can add the rest of the jingle from
    the ’50s and ’60s.

  • http://undefined iamsarah

    It’s all good, until the trained toasters rise up against their creators!

  • http://www.guesswork.ca Patrick Metzger

    I’m not really comfortable with their “gay informality”. I respect their right to their lifestyle, but I fear an overly flamboyant toasting could be awkward when Lord and Lady Fancypants stop by for a late supper.

  • http://undefined canuck1975

    I think I’m a disappointment compared to that toaster. I bring the gay informality to any party, but really, have to be the centre of attention in return. It’s a win-win… silly toaster doesn’t know jack.