The first rule of real estate is: Location, location, location. It turns out that was a good approach to selling paint back in the day too.

In this eye-catching spot-color ad, De Soto leans into its Southern roots.

“Here in Memphis we have a modern day plant – as modern as any in the country,” De Soto brags. “Our laboratory is manned by skilled chemists who are familiar with Southern climatic conditions and know how to formulate paints to meet the requirements of Southern Painting Contractors.”

Take that, Sherwin-Williams!

When they say this paste paint is heavy, they’re not exaggerating. De Soto Heavy Body Paste Paint weighed 22 pounds per gallon. Better get the dolly for that one.