The signs were addicting; like someone once said, "No one could read just one." We had to read the entire verse, and we knew that the final sign would read, "Burma-Shave". At their height of popularity there were 7,000 Burma-Shave signs stretching across America.

Burma-Shave is a name synonymous with Americana, a small shaving cream company that achieved legendary status through its quirky, rhyming roadside advertisements. Starting in the 1920s, Burma-Shave's signs captured the attention of drivers and passengers on American highways, making them smile, think, and even drive more carefully. Here’s a look at how a humble brand became a cultural icon.

The Burma-Vita company was founded in 1925 by Clinton Odell, a Minnesota-based entrepreneur. The company originally marketed a liniment, but it failed to gain traction. Seeking a more profitable venture, Odell and his team developed Burma-Shave, a brushless shaving cream that promised convenience and comfort for men. However, the product faced stiff competition in an already saturated market.

In 1926, Odell's son, Allan, proposed an innovative idea: advertising on small roadside signs. Drawing inspiration from the growing number of automobiles and the expanding network of highways, the Odells placed a series of signs along rural roads. Each set of signs featured a witty, rhyming verse with the Burma-Shave name on the last panel.

The signs were placed in sequential order, creating a sort of "mini-billboard story" that unfolded as drivers passed by. This format was perfect for the leisurely pace of early automobile travel and provided a welcome distraction on long, monotonous drives.

Burma-Shave's roadside signs became a sensation, not just for their novelty but also for their humor and charm. The rhymes ranged from humorous quips to safety messages and product plugs. Here are a few classic examples:

• "Shaving brushes / You’ll soon see 'em / On a shelf / In some museum / Burma-Shave"

• "Don’t lose your head / To gain a minute / You need your head / Your brains are in it / Burma-Shave"

• "Past schoolhouses / Take it slow / Let the little / Shavers grow / Burma-Shave"

The signs resonated with the public, boosting Burma-Shave's brand recognition and sales.

At the height of its popularity in the 1940s and 1950s, Burma-Shave had more than 7,000 sets of signs spread across 45 states. The verses were written by a team of copywriters, including the Odell family, and submissions from the public were also encouraged through contests.

The signs became a part of American road trip culture. Families looked forward to spotting and reading the clever rhymes, making Burma-Shave signs a symbol of the open road.

By the 1960s, changes in the advertising landscape and driving habits spelled the end of Burma-Shave's roadside signs. Faster highways made it difficult to read the sequential messages, and television became the dominant advertising medium. The company was sold to Philip Morris in 1963, and the last signs were taken down in 1966.

Although the signs disappeared, their legacy endures. Burma-Shave remains a cultural touchstone, celebrated in books, museums, and even reenactments of the classic sign sets. The rhyming ads are a reminder of a simpler time when a clever verse could bring a smile to travelers.

The Burma-Shave signs represent a unique chapter in advertising history. They were more than just ads—they were entertainment, public service announcements, and a beloved part of the American landscape. Their humor and homespun wisdom made them timeless, ensuring that the name Burma-Shave remains etched in the collective memory of America’s roadways.

For fans of nostalgia and roadside Americana, Burma-Shave is a testament to the power of creativity, ingenuity, and a good rhyme.