by Bruce Wells | Jan 10, 2025 | Petroleum Art
Dr. Seuss created zoological oddities for Esso products of Standard Oil Company of New Jersey.
Seuss the oilman? Thirty years before the Grinch stole Christmas in 1957, many strange and wonderful critters of the popular children’s book author could be seen in Standard Oil Company advertising campaigns.
Between 1930 and 1940, Theodor Seuss Geisel created distinctive characters for Standard Oil advertising campaigns, including this “wise bird” for Essolube oil change cards. Illustration courtesy University of California San Diego Library.
During the Great Depression, fanciful creatures drawn by the future Dr. Seuss promoted Essolube and other products for Standard Oil of New Jersey. He later said his experience at Standard, “taught me conciseness and how to marry pictures with words.”
A 1927 cartoon by Theodor Seuss Geisel featured Standard Oil’s petroleum product “Flit,” a popular bug spray.
In the cartoon that launched his career, Theodor Seuss Geisel drew a peculiar dragon inside a castle. The January 14, 1928, issue of New York City’s Judge magazine featured the scaled beast. Geisel would introduce many less threatening characters inhabiting his imaginative menagerie.
Bug Spray
“Flit,” was a popular bug spray of the day — especially against flies and mosquitoes. It was one of many Standard Oil Company of New Jersey consumer products derived from oil and natural gas (also see petroleum products).
Late in 1927, Standard Oil’s growing advertising department, which had focused on sales of Standard and Esso gasoline, lubricating oil, fuel oil and asphalt, reorganized to promote other products, according to author Alfred Chandler Jr.
Dr. Seuss later said his experience working at Standard Oil helped him develop his fantastical characters and tales.
“Specialties, such as Nujol, Flit, Mistol, and other petroleum by-products that could not be effectively sold through the department’s sales organization were combined in a separate subsidiary — Stanco,” noted Chandler in his book, Strategy and Structure: Chapters in the History of the American Industrial Enterprise.
Chandler’s 1962 book also examined General Motors Company, Sears, Roebuck and Company, and gunpowder manufacturer E.I. du Pont de Nemours.
“Quick, Henry, the Flit!”
Geisel’s fortuitous bug-spray cartoon depicted a medieval knight in his bed, facing a dragon who had invaded his room, and lamenting, “Darn it all, another dragon. And just after I’d sprayed the whole castle with Flit.”
According to an anecdote in Judith and Neil Morgan’s 1995 book Dr. Seuss and Mrs. Geisel, the wife of the advertising executive who handled the Standard Oil account was impressed by the cartoon.
Circa 1935 ad for a Standard Oil petroleum product was characteristic of the imagination that would make Ted Geisel the definitive children’s book author. Illustration courtesy University of California San Diego Library.
“At her urging, her husband hired the artist, thereby inaugurating a 17-year campaign of ads whose recurring plea, ‘Quick, Henry, the Flit!,’ became a common catchphrase,” noted a curator of the Dr. Seuss Collection at the University of California, San Diego.
“These ads, along with those for several other companies, supported the Geisels throughout the Great Depression and the nascent period of his writing career,” the curator added.
Besides promoting the Standard Oil companies Flit and Esso, Dr. Seuss’ creations helped sell such diverse goods as ball bearings, radio programs, beer brands, and sugar, notes the library, located in La Jolla, where Geisel was a longtime resident.
This 1932 Standard Oil Company (New Jersey) advertisement is among those preserved by the Dr. Seuss Collection of the Mandeville Special Collections Library at the University of California, San Diego.
At the University of California, San Diego, the Dr. Seuss Collection in the Mandeville Special Collections Library contains original drawings, sketches, proofs, notebooks, manuscript drafts, books, audio and videotapes, photographs, and memorabilia.
More than 8,500 items document and preserve Dr. Seuss’ creative achievements, beginning in 1919 with his high school activities and ending with his death in 1991.
Karbo-nockus and Other Critters
The future Dr. Seuss added a host of zoological oddities to Standard Oil’s lexicon while promoting Esso products (Esso was an acronym for Eastern States Standard Oil). His critters promoted Essomarine oil and greases as well as Essolube Five-Star Motor Oil.
Standard Oil advertising campaigns provided a steady income to Geisel and his wife throughout his early days experimenting with his drawings.
Smiling, toothy creatures such as Zero-doccus, Karbo-nockus, Moto-raspus and Oilio-Gobelus appeared in advertisements that warned motorists of the hazards of driving without the protection of Standard Oil lubrication.
Motor oil cartoon ad drawn by the future children’s book author Dr. Seuss. First sold in the 1930s, Essolube has remained a popular product, today for ExxonMobil.
“Meet the Zero-doccus. He is the first if a group of terrible beasts that are being turned loose in the advertising of Essolube, Standard Oil Company (New Jersey) products,” reported the December 8, 1932, Printers’ Insider, an advertising trade journal.
Other Esso “moto-monsters” would be introduced in newspapers and outdoor posters in coming months, the trade journal proclaimed.
“These creatures symbolize and dramatize some of the troubles of motorists who use inferior oils. The Zero-doccus pounces on cold motors and makes quick starting difficult with ordinary oils,” the article noted. “He and his coming friends are the creations of Dr. Seuss of ‘Quick, Henry, the Flit’ fame.”
The Printers’ Insider article predicted the strange Esso creatures would prove popular when they appeared in ads nationwide.
A dependable income from Standard Oil during the Great Depression helped Dr. Seuss publish his first children’s book in 1936.
Seuss in Esso Navy
Throughout his early hard years, these Standard Oil advertising campaigns provided steady income to Geisel and his wife. “It wasn’t the greatest pay, but it covered my overhead so I could experiment with my drawings,” he later said.
Geisel noted his advertising work allowed him to experiment with creating subtle visual messages while using wacky rhymes in storytelling.
In 1936, Geisel designed Standard Oil’s Essomarine booth for the National Motorboat Show — and created the phenomenally successful “Seuss Navy.” Young and old visitors were commissioned as admirals and photographed with whimsical characters made of cardboard.
Standard Oil Company marketers promoted Essomarine products during the 1940 National Motor Boat Show in New York City.
By 1940, the Seuss Navy included more than 2,000 enthusiastic admirals (with such notables as bandleader Guy Lombardo). Geisel remembered that, “It was cheaper to give a party for a few thousand people, furnishing all the booze, than it was to advertise in full-page ads.”
As Dr. Seuss, Geisel wrote and illustrated his first children’s book, And to Think That I Saw It on Mulberry Street, published on December 21, 1937, by Vanguard Press after being rejected by 27 other publishers.
Twenty years later, The Cat in the Hat was inspired by a 1954 Life Magazine essay critical of children’s literacy and the stilted “See Spot Run” style of reading primers. Published in 1957, The Cat in the Hat used just 236 words — and only 14 of them with two syllables. It remains his most popular work.
The former Standard Oil advertising illustrator wrote more than 50 children’s books over a half-century career that brought the world Hop on Pop, Green Eggs and Ham and many others. Children lost a friend on September 24, 1991, when Theodor Seuss Geisel died at the age of 87.
View online the Dr. Seuss Collection: Advertising Artwork of Dr. Seuss, preserved by Mandeville Special Collections Library, University of California.
Kerosene in Art
At the beginning of the 20th century, French illustrator Jules Chéret (1836-1933) was famous for his lithograph posters for theatres, music halls, beverages, and medicines. During a long career, many of his commercial posters promoted a French petroleum company’s lamp oil.
Chéret, who would be called “the father of the modern lithograph” and “king of the poster,” produced popular posters for “Saxoleinem,” the company’s refined “pétole de sureté”– safety lamp oil.
French advertisement for “The Halo of the South,” a safety oil for lamps, in an 1895-1900 lithograph by artist Jules Chéret.
“He was often imitated, and an entire generation of artists would follow and build on his work. One of them was Henri de Toulouse-Lautrec,” notes Chicago’s Richard H. Driehaus Museum. “To acknowledge his debt to the older artist, Lautrec sent Chéret a copy of every poster he produced.”
Learn about more examples of artists and the petroleum industry in Oil in Art.
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Recommended Reading: Theodor Geisel: A Portrait of the Man Who Became Dr. Seuss
(2010); The History of the Standard Oil Company: All Volumes 
(2015); Strategy and Structure: Chapters in the History of the American Industrial Enterprise (1962); Dr. Seuss & Mr. Geisel: A Biography (1995). Your Amazon purchase benefits the American Oil & Gas Historical Society. As an Amazon Associate, AOGHS earns a commission from qualifying purchases.
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The American Oil & Gas Historical Society (AOGHS) preserves U.S. petroleum history. Please become an AOGHS annual supporter and help expand historical research. For more information, contact bawells@aoghs.org. Copyright © 2025 Bruce A. Wells.
Citation Information – Article Title: “Seuss I am, an Oilman.” Authors: B.A. Wells and K.L. Wells. Website Name: American Oil & Gas Historical Society. URL: https://aoghs.org/petroleum-art/seuss-the-oilman. Last Updated: January 9, 2025. Original Published Date: December 1, 2008.
by Bruce Wells | Jan 8, 2025 | Petroleum History Almanac
The North Texas church once proclaimed as richest in America.
In the fall of 1917 near Ranger, Texas, the cotton-farming town of Merriman was inhabited by “ranchers, farmers, and businessmen struggling to survive an economic slump brought on by severe drought and boll weevil-ravaged cotton fields.”
Everything changed in Eastland County when a wildcat well drilled by Texas & Pacific Coal Company struck oil at Ranger, four miles from Merriman. The J.H. McCleskey No. 1 well produced 1,600 barrels of oil a day.
McCleskey No. 1 cable-tool oil well, the “Roaring Ranger” gusher of 1917, brought an oil boom to Eastland County, Texas, about 100 miles west of Dallas.
The rush to acquire leases that followed the oilfield discovery became legendary among drilling booms, even for Texas, home of the 1901 “Lucas Gusher” on Spindletop Hill at Beaumont.
As drilling continued, yield of the Ranger oilfield led to peak production reaching more than 14 million barrels in 1919. Production from the “Roaring Ranger” well and its giant North Texas oilfield helped win World War I — with a British War Cabinet member declaring, “the Allied cause floated to victory upon a wave of oil.”
Texas & Pacific Coal Company had taken a great risk by leasing acreage around Ranger, but the risk paid off when lease values soared. The exploration company added “oil” to its name, becoming the Texas Pacific Coal and Oil Company.
“So as we could not worship God on the former acre of ground, we decided to lease it and honor God with the product,” explained Merriman Baptist Church Deacon J.T. Falls. Photo courtesy Robert Vann, “Lone Star Bonanza, the Ranger Oil Boom of 1917-1923.”
The price of the oil company stock jumped from $30 a share to $1,250 a share as a host of landmen, “scanned the landscape to discover any fractions in these holdings. A little school and church, before too small to be seen, now looked like a sky scraper.”
Warren Wagner, driller of the McCleskey discovery well, leased the local school lot and in August 1918 completed a well producing 2,500 barrels of oil a day. Leasing at Merriman Baptist Church proved to be a challenge.
In February, Deacon J.T. Falls complained drilling new wells, “ran us out, as all of the land around our acre was leased, producing wells being brought in so near the house we were compelled to abandon the church because of the gas fumes and noisy machinery.”
Falls added that, “So as we could not worship God on the former acre of ground, we decided to lease it and honor God with the product.”
Deacon J.T. Falls (second from left) was not amused when the Associated Press reported in 1919 that his church had refused a million dollars for the lease of the cemetery.
A Texas Historical Commission marker erected in 1999 described when the well on the church’s lease began producing oil, earning the congregation a royalty of between $300 and $400 a day. Merriman Baptist Church, “kept a small amount for operating expenses and gave the rest to various Baptist organizations and charities.”
However, drilling in the church graveyard was a different matter. As oil production continued to soar in North Texas, the congregants of Merriman Baptist Church initially resisted one drilling drilling site. As a January 18, 1919, article in the New York Times noted in its headline, “CHURCH MADE RICH BY OIL; Refuses $1,000,000 for Right to Develop Wells in Graveyard.”
Respecting the Dead
At Merriman’s church cemetery, a less seen historical marker erected in 1993 explains the drilling boom’s fierce competition to find property without a well already on it: “Oil speculators reportedly offered members of the Merriman Baptist Church a large sum of money to lease the cemetery grounds for drilling.”
Near Ranger in Eastland County, Texas Historical Commission markers erected in 1993 (left) and 1999 explaining how members of the Merriman Baptist Church shared their wealth from petroleum royalties. Photos courtesy the Historical Marker Database.
When local newspapers reported the church had refused an offer of $1 million, the Associated Press picked it up and newspapers from New York to San Francisco ran the story. Literary Digest even featured, “the Texas Mammon of Righteousness” with a photograph of the “The Congregation That Refuses A Million.”
Deacon J.T. Falls was not amused. “A great many clippings have been sent to us from many secular papers to the effect that we as a church have refused a million dollars for the lease of the cemetery. We do not know how such a statement started,” the deacon opined.
“The cemetery does not belong to the church. It was here long before the church was. We could not lease it if we would and we would not if we could,” the cleric added.
“If any person’s or company’s heart has become so congealed as to want to drill for oil in this cemetery, they could not – for the dead could not sign a lease and no living person has any right to do so,” Falls proclaimed.
The church deacon concluded with an ominous admonition to potential drillers, “Those that have friends buried here have the right and the will to protect the graves and any person attempting to trespass will assume a great risk.”
A 1918 article noted a “Merriman school house” oil well drilled to 3,200 feet in record time for North Central Texas.
Roaring Ranger’s oil production dropped precipitously because of dwindling reservoir pressures brought on by unconstrained drilling. Many exploration and production companies failed (including fraudulent ones like Hog Creek Carruth Oil Company).
In the decades since the McCleskey No. 1 well, advancements in horizontal drilling technology have presented more legal challenges to mineral rights of the interred, according to Zack Callarman of Texas Wesleyan School of Law.
Callarman wrote an award-winning analysis of laws concerning drilling to extract oil and natural gas underneath cemeteries. “Seven Thousand Feet Under: Does Drilling Disturb the Dead? Or Does Drilling Underneath the Dead Disturb the Living?” was published in the Real Estate Law Journal in 2014.
Despite yet another North Texas oilfield discovery at Desdemona, by 1920 the Eastland County drilling boom was over. The faithful still gather at Merriman Baptist Church every Sunday.
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Recommended Reading: Early Texas Oil: A Photographic History, 1866-1936
(2000);Texas Oil and Gas, Postcard History (2013);Wildcatters: Texas Independent Oilmen
(1984). Your Amazon purchase benefits the American Oil & Gas Historical Society. As an Amazon Associate, AOGHS earns a commission from qualifying purchases.
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The American Oil & Gas Historical Society (AOGHS) preserves U.S. petroleum history. Please become an AOGHS annual supporter and help maintain this energy education website and expand historical research. For more information, contact bawells@aoghs.org. Copyright © 2025 Bruce A. Wells. All rights reserved.
Citation Information – Article Title: “Oil Riches of Merriman Baptist Church.” Authors: B.A. Wells and K.L. Wells. Website Name: American Oil & Gas Historical Society. URL: https://aoghs.org/oil-almanac/oil-riches-of-merriman-baptist-church. Last Updated: January 12, 2025. Original Published Date: January 18, 2019.
by Bruce Wells | Jan 6, 2025 | Offshore History
As the turn of the century approached, oil producing Ohio wells drilled far out over a reservoir mark the beginning of America’s offshore petroleum industry, according to Mercer County historians.
America’s first offshore drilling once was generally acknowledged to be over Louisiana’s Caddo Lake in 1911 – until researchers in Mercer and Auglaize counties in Ohio said otherwise.
Oil patch sleuths pointed to Mercer County documents recording wells producing oil above the waters of Grand Lake St. Marys at least 20 years before drillers ventured over the waters of Caddo Lake above the giant Caddo-Pine Island field. (more…)
by Bruce Wells | Jan 5, 2025 | Petroleum Pioneers
Giant Texas oilfield discovery in 1901 coincided with gasoline demand for automobiles.
On January 10, 1901, the “Lucas Gusher” on a small hill in Texas revealed the Spindletop oilfield, which would produce more oil in a single day than the rest of the world’s oilfields combined.
Although the 1899 Galveston hurricane (still the deadliest hurricane in U.S. history) brought great misery to southeastern Texas as the 20th century dawned, a giant oilfield discovery three miles south of Beaumont launched the modern oil and natural gas industry. (more…)
by Bruce Wells | Jan 4, 2025 | Petroleum Pioneers
As drillers and speculators rushed to Spindletop Hill, the Texas Company was organized in 1902.
A series of oil and natural gas discoveries at Sour Lake, Texas — near the famous 1901 gusher at Beaumont — helped launch the major oil company Texaco.
Originally known as Sour Lake Springs because of sulfurous spring water popular for its healing properties, a series of oil discoveries brought wealth and new petroleum companies to Hardin County in southeastern Texas.
“A forest of oil well derricks at Sour Lake, Texas,” is from the W.D. Hornaday Collection, Texas State Library and Archives Commission, Austin. Oil discoveries at the resort town northwest of the world-famous Spindletop gusher of 1901 would transform the Texas Company.
As the science of petroleum exploration and production evolved, some geologists predicted oil was trapped at a salt dome at Sour Lake similar to that of Beaumont’s Spindletop Hill formation, which was producing massive amounts of oil.
According to Charles Warner in Texas Oil & Gas Since 1543, in November 1901 an exploratory well found “hot salt water impregnated with sulfur between 800 and 850 feet…and four oil sands about 10 feet thick at a depth of approximately 1,040 feet.”
Warner noted that the Sour Lake Springs field’s discovery well came four months later when a second attempt by the Great Western Company drilled “north of the old hotel building” in the vicinity of earlier shallow wells.
“This well secured gusher production at a depth of approximately 683 feet on March 7, 1902,” Warner reported. “The well penetrated 40 feet of oil sand. The flow of oil was accompanied by a considerable amount of loose sand, and it was necessary to close the well in from time to time and bail out the sand, after which the well would respond with excellent flows.”
A monument marks the site where in 1903 the Fee No. 3 well flowed at 5,000 barrels of oil a day, launching the Texas Company into becoming Texaco.
As more discoveries followed, Joseph “Buckskin Joe” Cullinan and Arnold Schlaet were among those who rushed to the area from their offices in Beaumont.
The Texas Company
The most significant company that started during the Spindletop oil boom was The Texas Company, according to historian Elton Gish.
“Cullinan worked in the Pennsylvania oil industry and later went to Corsicana, Texas, about 1898 when oil was first discovered in that district where he became the most prosperous operator in the field,” reported Gish in his “History of the Texas Company and Port Arthur Works Refinery.”
Cullinan formed the Petroleum Iron Works, building oil storage tanks in the Beaumont area — where he was introduced to Schlaet. “When the Spindletop boom came in January 1901, Mr. Cullinan decided to visit Beaumont,” Gish noted. Schlaet managed the oil business of two brothers, New York leather merchants.
Named after its New York City telegraph address, the Texaco brand became official in 1959. Postcard of a Texaco service station next to a cafe in Kingman, Arizona.
“Schlaet’s field superintendent, Charles Miller, traveled to Beaumont in 1901 to witness the Spindletop activity and met with Cullinan, whom he knew from the oil business in Pennsylvania. He liked Cullinan’s plans and asked Schlaet to join them in Beaumont.”
According to Texaco, Cullinan and Schlaet formed the Texas Company on April 7, 1902, by absorbing the Texas Fuel Company and inheriting its office in Beaumont. Texas Fuel had organized just one year earlier to purchase Spindletop oil, develop storage and transportation networks, and sell the oil to northern refineries.
By November 1902, the new Texas Company was establishing a new refinery in Port Arthur as well as 20 storage tanks, building its first marine vessel, and equipping an oil terminal to serve sugar plantations along the Mississippi River.
Fee No. 3 Discovery
The Texas Company struck oil at Sour Lake Springs in January 1903, “after gambling its future on the site’s drilling rights,” the company explained. “The discovery, during a heavy downpour near Sour Lake’s mineral springs, turned the company into a major oil producer overnight, validating the risk-taking insight of company co-founder J.S. Cullinan and the ability of driller Walter Sharp.”
A Texaco station was among the 2012 indoor exhibits featured at the National Route 66 Museum in Elk City, Oklahoma. Photo by Bruce Wells.
Their 1903 Hardin County discovery at Sour Lake Springs — the Fee No. 3 well — flowed at 5,000 barrels a day, securing the Texas Company’s success in petroleum exploration, production, transportation and refining. Sharp founded the Sharp-Hughes Tool Company in 1908 with Howard Hughes Sr.
High oil production levels from the Sour Lake field and other successful wells in the Humble oilfield (1905), secured the company’s financial base, according to L. W. Kemp and Cherie Voris in Handbook of Texas Online.
“In 1905 the Texas Company linked these two fields by pipelines to Port Arthur, ninety miles away, and built its first refinery there. That same year the company acquired an asphalt refinery at nearby Port Neches,” the authors noted.
“In 1908 the company completed the ambitious venture of a pipeline from the Glenn Pool, in the Indian Territory (now Oklahoma), to its Southeast Texas refineries,” added Kemp and Voris. “As early as 1905 the Texas Company had established marketing facilities not only throughout the United States, but also in Belgium, Luxembourg, and Panama.”
The Texas Company registered “Texaco” as a trademark in 1909.
The telegraph address for the company’s New York office is “Texaco” — a name soon applied to its products. The company registered its first trademark, the original red star with a green capital letter “T” superimposed on it in 1909. The letter remained an essential component of the logo for decades.
The Texas Corporation in August 1926 incorporated in Delaware (from Texas) and by an exchange of shares acquired outstanding stock of The Texas Company (Texas), which was dissolved the next year.
The new corporation became the parent company of numerous “Texas Company” — Texaco — entities and other subsidiaries, according to Jim Hinds of Columbus, Indiana (see Histories of Indian Refining, Havoline, and Texaco). By 1928, Texaco operated more than 4,000 gasoline stations in 48 states. It already was a major oil company when it officially renamed itself Texaco in 1959.
1987 Bankruptcy
Texaco lost a 1985 court battle following its purchase of Getty Oil Company. In February 1987 a Texas court upheld the decision against Texaco for having initiated an illegal takeover of Getty Oil after Pennzoil had made a bid for the company. Texaco filed for bankruptcy in April 1987.
The companies settled their historic $10.3 billion legal battle for $3 billion when Pennzoil agreed to drop its demand for interest. The Los Angeles Times reported the compromise was vital for Texaco emerging from bankruptcy, a haven sought to stop Pennzoil from enforcing the largest court judgment ever awarded at the time.
On October 9, 2001, Chevron and Texaco agreed to a merger that created ChevronTexaco — renamed Chevron in 2005. Although the Sour Lake Springs oil boom was surpassed by other Texas discoveries, it has remained the birthplace of Texaco.
Learn more about southeastern Texas petroleum history in Spindletop creates Modern Petroleum Industry and Prophet of Spindletop.
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Recommended Reading: The Texaco Story, The First Fifty Years 1902 – 1952 by Texas Company (1952). Texaco’s Port Arthur Works, A Legacy of Spindletop and Sour Lake (2003); Giant Under the Hill: A History of the Spindletop Oil Discovery
(2008). Your Amazon purchase benefits the American Oil & Gas Historical Society. As an Amazon Associate, AOGHS earns a commission from qualifying purchases.
_______________________
The American Oil & Gas Historical Society (AOGHS) preserves U.S. petroleum history. Please become an AOGHS annual supporter and help maintain this energy education website and expand historical research. For more information, contact bawells@aoghs.org. Copyright © 2025 Bruce A. Wells. All rights reserved.
Citation Information – Article Title: “Sour Lake produces Texaco.” Authors: B.A. Wells and K.L. Wells. Website Name: American Oil & Gas Historical Society. URL: https://aoghs.org/petroleum-pioneers/sour-lake-produces-texaco. Last Updated: January 3, 2025. Original Published Date: April 5, 2014.
