California Cal: Remembering the Master of Wheeling and Dealing with Spot
Some entrepreneurs try their hand at a chosen industry, some with added flair. Cal Worthington, along with his pet, Spot, added enough animal-infused personality to become a well-known brand in Southern California since beginning television appearances beside exotic animals.
Cal featured lions, whales, penguins and other rare animals as his pet, Spot, gaining the attention and business of those who championed the “Go see Cal,” expression and brand-associated tagline. Cal sold millions of cars due to his personality and value of product; he will be missed by millions of fans accumulated throughout his 65-year career.
At the age of 92, in current residence of Orlando, Cal Worthington passed away on a Sunday in mid-September of undetermined causes. Worthington, using a circus-esque advertising approach, was considered by some to be a marketing genius, making a distinction by selling his personality rather than given product/service.
Cal, featuring a trustful and playful demeanor, was a World War II pilot, taking part in 29 missions, involving raids of Hamburg and Frankfurt, earning him the Distinguished Flying Cross.
After deployment, Cal tried becoming a commercial pilot but denied due to a lack of college education. Cal raised $500 to gain a gas station lease, selling his car for the funds. The gas station’s sales declined, yet Cal’s interest in and ability to restore old cars increased, eventually affording him the ability to begin his own business.
To fuel interest in his brand, Cal tried a variety of marketing techniques like hosting country solo performances and bands via ‘Cal Corral’ gatherings, but he desired the greater attention some of his televised counterparts enjoyed, ads featuring dogs or some sort of attraction-getting gimmick.
Cal endeavored in mimicking his competition, using exotic animals, such as a gorilla, lampooning the angles of his competitors. Cal mentioned business tripling due to his publicity ‘stunts,’ adding other wrinkles to his advertising, such as the “Go see Cal” jingle, using the recognizable melodies of a children song.
At the pinnacle of his self-raised empire, Cal Worthington was the owner of 29 car dealerships in Los Angeles. His commercials are familiar to so many; because, Cal, investing $12 million per year in television commercials, planned it. He’s been observed, having been in movies and film, as one of the most celebrated car promoters ever.
Cal’s ingenuity was not limited to appearances of whales and memorable jingles; he tried a hand in delivering traffic statuses by helicopter, even selling motorized pogo sticks in an attempt to boost waning sales at one point.
Cal moved his headquarters from Southern California to a 24,000 acre estate in Orlando in the early eighties, and went through a number of marriages in his lifetime, divorcing from his fourth wife in 2011. As he retired, so did his tendency to fly jets to Seattle or Houston dealerships for bizarre and compelling commercials. He is survived by a number of sons, daughters, and grandchildren, along with decades of television watchers and car owners, all told to “Go see Cal.”
Marcus Anderson has lived in California for most of his life. A passionate blogger, you can read his entertaining articles on a variety of websites.
