And for 1970 Sears move from the 1960s Shimano Lark to the very 1970s Shimano Eagle. The gear lever positioning is also somewhat avant-garde.

I like the graphic design of these Sears adverts, with an almost Norman Rockwell look to the clothing and flesh and the cropping to exclude the head.

• Publisher: Boy’s Life
• Country: USA
• Date: August 1970
• Derailleur brands: Shimano
• Derailleurs: Shimano Eagle (2nd style)