The Way We Were ::: 1954 ::: CANADA

THE KEEN OBSERVER will note that the AVRO ARROW is noticeably absent from this proud 1954 achievement ad of A. V. Roe Canada (or Avro Canada Aircraft Ltd. as the company came to be known).

And that's because the Arrow was STILL on the drawing boards!

But there was already excitement within the company, as this ad hints at.

Notice, AVRO CANADA is meeting the challenge through ongoing research and development depicted by the illustration that "leaves" the boxed grid at the top of the ad, and enters the picture of the Avro Canada CF-100 flying over the Toronto plant that produced her.

If you were awake in 1954, you probably weren't, but if you were, and you were looking at this ad, you'd ask yourself… why, why, did the graphic designer alter the layout of this ad… so that the viewer's eyes are directed by the "flow" of the ad, from the TOP, and from the BOTTOM… to follow through and come to rest on the research and development illustration?

Huh, why?

What A. V. Roe CANADA Limited couldn't tell you at the time, but proudly hinted at… was Avro Canada had been secretly tendered a contract by the RCAF to build Canada an cutting edge intercepter, and work towards that end, was WELL UNDERWAY at this point…