The story of Dr. Seuss’ Navy, or how a PR man became a giant of children’s literature
Two decades before The Cat ever donned a hat, Theodor Seuss Geisel was an oil industry ad man who was also the architect of a wacky navy, named for himself – a sort of PokemonGo of the late 1930s.
On March 2nd, fans will celebrate the 113th birthday of Dr. Seuss, as Geisel is now known, but precious few will recall the Seuss Navy, Geisel’s biggest success as an ad man and the tipping point of his life as he moved from illustrator to children’s author.
It was all about drumming up publicity for a client. “Back in 1935, while working in the ad department of the Standard Oil Company, Geisel was tasked with creating a campaign to launch Esso Marine Lube for the New York International Boat Show that was coming up in 1936,” Bruce Wells, curator for the Oil and Gas Historical Society in Washington, D.C., said in an interview, ” Esso (which still exists in Europe today) was part of Standard Oil which today is part of Exxon Mobil.