DIRECTOR’S THOUGHTS,  JULY 2026

Over the years, Buick has had many memorable slogans, such as “Wouldn’t you really rather have a Buick?” or “When Better Automobiles are Built, Buick will build them!” But among the many advertising campaigns, only one was built upon the wings of a bird. This is the story of Buick’s Happy the Hawk. “Dedicated to the Free Spirit in Just About Everyone” was Buick’s popular advertising slogan from 1975-1989. It helped sell a lot of Buicks in those years – some of Buick’s best sales years since the 1950s. The idea of using a hawk to help sell Buicks coincided with the new Buick sub-compact Skyhawk, debuting in 1974 for the 1975 model year. A report in the Flint Journal in 1984 featured Happy on her tenth anniversary of working for Buick.

Buick wanted to project a more youthful image and a new focus on innovation. But the campaign, and Happy, proved so popular that Buick extended the use of Happy and the hawk imagery to its entire line up. And the slogan was just right for the times. It was 1975, and all of America was getting into the mood to celebrate the bicentennial in 1976. The slogan – “Dedicated to the Free Spirit in Just About Everyone” was perfect for the bicentennial’s good vibes of freedom and the American Spirit. Happy wasn’t the first choice for Buick’s advertising agency’s new campaign – they initially wanted an eagle. But the eagle didn’t work out, and a red tail hawk was substituted. But the first bird flew the coop – literally. During filming for the first commercial in 1974, the first hawk flew away.

So they called up the understudy – Happy.   Happy debuted with the arrival of Buick’s new sub-compact Skyhawk. Happy came from a wildlife sanctuary in Oregon, run by J. David Siddon, who created Wildlife Images Rehabilitation and Education Center in Grant’s Pass, a nonprofit group for injured, sick, or orphaned wild animals and birds. Happy was one of five red-tailed hawks Siddon acquired after they were confiscated from individuals who were holding them illegally. While Happy was busy being photographed for all sorts of Buick advertising, her biggest test came when Buick planned to introduce the all-new 1978 Riviera. To this point, Happy had been trained to land on the “I” in the word Buick; Siddon had a replica of the Buick logo at his ranch, and using food conditioning, had trained Happy to land on the “I”, without fail. But this new task was tougher.

Buick used this stylized treatment of Happy landing on the Riviera Hood ornament in a mid-1980s brochure. As Siddon recalled, “The most difficult segment we ever did for Buick was the year they introduced the ’78 Riviera. Jack Briggs was our contact at McCann-Erickson (Buick’s  advertising agency) and he called me and said they wanted Happy to land on the hood ornament of a Riviera.” “I asked him how big the hood ornament was…Jack said ‘Dave, I’ll send you one.’ Sure enough, I get a package by Federal Express the next day, and it had one of those Riviera hood ornaments in it.”  “Now, I don’t know if you’ve ever noticed, but a Riviera hood ornament is just a little thing. Not only was it too small for Happy’s feet, but it was also flexible – it has a spring shaft.” “So I called him back and said “There’s just no way we can do it. It’s too small for Happy’s feet, and it won’t hold up under her weight.” “And Jack said, ‘Dave, what if we have the shaft of the hood ornament welded solid?’ “I told him, ‘Well, that would probably hold her up but it’s still too small. She couldn’t get both her feet on it. I don’t see any way that she can do it.’  “And Jack said, ‘Dave, what if we double her fee?’ “I said, ‘She’ll do it.’ “We didn’t know what we were in for,” said Siddon. “It took us another 30 days to train Happy to land on the hood ornament.”  Happy eventually mastered the “landing on the hood ornament” maneuver. “Happy made about 30 landings on that Riviera, and every one of them was picture-perfect,” said Siddon. “We were all impressed; it was breath-taking to watch her. And when the light was right, we started rolling the film. She made that last landing without a hitch, and we all gave her a standing ovation…. “It wasn’t until the pictures were to be developed that we discovered that the camera had malfunctioned, and we would have to film the whole thing again.” The second photo shoot was just as successful. Happy’s picture-perfect landings were used for several years on Riviera brochures. Advertising trends are always changing, and by 1989 Buick and its ad agency decided it was time to go back to using the traditional Buick tri-shield, and a new slogan.  Happy retired from Buick at the top of her game. Buick had many years of record-setting sales in the late 1970s through the mid-1980s while Happy was on the job.

Happy the Hawk is an important part of Buick history. The Buick Heritage Alliance was created with a singular mission: collect and preserve Buick history, to make it available to the Buick and collector car community.

Thanks to BHA librarian Spencer Paterick, Buick Heritage Curator, and the staff at the AACA Library and Research Center in Hershey, for their help with this article. Also, a thank you to John Kyros of the GM Archives for images of “Happy.”

Hope you enjoyed a bit of BUICK history!!                                                                                     Your Elected Director, Sally Getz

     “HAPPY” the BUICK HAWK

“FREE SPIRIT” Chapter Meeting Minutes, JUNE,  2026

No meeting held.  Annual Chapter picnic held on Sunday, June 14, 2026.  While 18 members were in attendance, 4 guests were also in attendance.  As always, the delicious food selections were excellent.  The desserts were to die for, LOL!  There was a great variety of food and dessert selections!!  William Hallman collected membership renewal dues.  IF YOU HAVEN’T SENT IN YOUR RENEWAL DUES FOR 6/2026 – 5/2027, PLEASE SUBMIT TO WILLIAM ASAP,ASAP!!  PLEASE SEE HIS ADDRESS IN THE PREVIOUS PAGE!!   Sally asked the group questions with multiple choice answers about BUICK.  While some answers were called out by the group, some answers were called out by individuals.  It was a lot of FUN!!  The Lehighton “OLD CAR SHOW” flyers were then assembled and made ready to mail out to past participants.  The day was a picture perfect day for a picnic, and the group was extra special to enjoy the day with!!  “THANK YOU” to those who attended and for sharing their Sunday with others.  Also, many “THANKS” to Sandy and Dan Reiniger for cooking the burgers and hot dogs!!                      Sally Getz   

Need Volunteers, Sunday, August 2, 2026

I’m putting a bug in your ear.  Das Awkcht Fescht is now 1 month away.  Will need EARLY volunteer risers on Sunday, August 2, 2026, to park the BUICK section.  I HAVE 3 ANNUAL RELIABLES ALREADY BUT NEED 1 MORE.  I realize I harp on this every year, but it is necessary if we want to maintain our favorite spot, to the right under the huge tree as you enter the show field off Rt 100.    Please keep this request in mind and let Sally Getz aware of your interest at: csgetz@ptd.net, 484-464-3418.  Many thanks in advance!  Enjoy your summer!  

“FREE SPIRIT” Chapter,   Membership Renewal Form

Please fill in the following information and include a check for $15.00, made payable to “FREE SPIRIT” Chapter.  Submit with your renewal of $15.00 to:    William Hallman, 23 Prospect Ave., Norristown, PA 19403-3239, 610-329-7375    wfh23@comcast.net      NOTE:    Are you a member of the National Buick Club:  ______ Yes______  No   Your BCA number________

MEMBER NAME________________________________________SPOUSE’S NAME  __________________________________________

STREET ADDRESS  __________________________________TOWN, STATE, ZIP CODE  ______________________________________

CELL PHONE  (OPTIONAL)  ___________________________EMAIL ADDRESS  (OPTIONAL)  _________________________________

BUICK(s) OWNED    Year/Make/Model__________________________________________________________________________________    

PLEASE submit completed form to William Hallman by June 30, 2026!

CALENDAR OF EVENTS

JULY 2026                                                                       HAPPY 4^TH OF JULY!

• 7 – GM On Display, Macungie Memorial Park
• 13 – Chariots of Fire Show, Classic Auto Mall, Morgantown, Pa
• 19 – 20 – Carlisle GM Nationals, Carlisle, Pa
• 31 – August 2 – Das Awkcht Fescht, Macungie Memorial Park, Pa

AUGUST 2026                                                       HAPPY DOG DAYS OF SUMMER!

• 1 – 2 – Das Awkcht Fescht, Macungie Memorial Park, Macungie, Pa
• 8 – 11^th Annual Wheels for Meals Car, Gilbert Fair grounds, Gilbert Pa
• 19 – 22 – National Buick Club Meet, Albany, NY

SEPTEMBER 2026                                             HAPPY LABOR DAY!

• 1 – Monthly chapter dinner meeting, Starlight Diner n Lounge, Allentown, Pa.  Dinner @ 6 pm, meeting @ 7:30 pm.
• 12 – Chariots of Fire, Classic Auto Mall, Morgantown, Pa
• 25 – 27 – Rally on the Rocks Vintage Camper Rally, Blue Rocks Campground, Lenhartsville, Pa
• 30 – October 4 – Fall Carlisle

HAPPY JULY 4^TH!!

ISO/CARS & PARTS FOR SALE

I have recently purchased 1942 Buick Special Eight.  I am reaching out for help sourcing some parts.  The wiper motor was missing and I bought an electric motor kit from Bobs Automobilia. When I received the motor, I realized I am missing the wiper motor transmission rods. The wiper spindle / wiper arms are intact on the windshield.  I also need the following parts … if possible;Heater Control Unit (my one is leaking);    Dashboard Gauges (mine are in poor condition);    Rear Wing Panels ??? (I think there is a panel missing on both sides at the rear of the rear wheels).    I would be most grateful if someone could help me sourced these parts.  Please contact:  Gary Keville of Ireland, gary.keville@gkt.ie,

DASHPADS & INSTRUMENT ASSEMBLY (Contact Sally @ 484-464-3418, csgetz@ptd.net)

• #194    1969-70 Buick Electra 225  DASH PAD w/ AIR, small crack
• 2.  #620     1966 Wildcat instrument assembly (IA)
• 3.  #621    1967  Electra 225 IA
• 4.  #622    1967  LeSabre IA
• 5.  #623    1966 Electra 225 IA w/ wiring harness, #174440/#1374439
• 6.  #624    1966 Electra 225 IA w/ vents, #1374440
• 7.  #625   1968 LeSabre IC, #7062307
• 12.  #630      PADDED Black dash
• 14.  #632            black dash pad w/ 3 legs
• 15.  #633    1967 LeSabre Instrument Assembly, #1380371
• 17.  #635   1971-73 Centurion pad, has very small ding, w/ 2 speakers,   #1234713
• 19.  #637    1969 LeSabre green pad
• 20.  #638    1962  Lesabre/Invicta/Electra IA, #6405046
• 25.  #643    1966 Electra dash pad,  blue/green pad w/ speaker, small dent, crack
• #649      1984-85 Riviera radio, #25509697, climate control bezel, plastic wood grain #761       1960 LeSabre, Invicta dash/instrument panel mirror  reverse speedometer gauge.  MIRROR INTACT!