Word: lumium
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Dates: during 1960-1969
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...characters named Rusty and Salty set out to feast on steel auto accessories but were frustrated by "rust-free aluminum" ("I'm having a bad time, Salty. This side trim is aluminum"). Setting out to do likewise, Great Lakes Steel has recently sponsored commercials in which "Lulu La Lumium," a Tallulah-voiced aluminum bumper, is constantly banged and bent by a steel bumper with a strong masculine voice. Sample dialogue...
Word around Detroit was that other other steel companies would soon join the fray and that the aluminum men were considering bringing back Rusty and Salty as competition for Lulu La Lumium...
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