The Rinshed-Mason Co. was formed when Herbert Mason, a hunting-decoy maker, joined with paint salesman Fred Rinshed. They soon hired a chemist and started production. Mason Decoys were known for holding their superior paint for decades.

When Rinshed-Mason went into automotive paint, it was the first paint company to supply high-performance lacquers to Cadillac. The company also pioneered the testing of paint's weathering abilities in Florida, which became the industry standard. Additionally, it launched the first tinting base system in 1948.

 These ads date from 1953: they explain that while these older cars lose their luster in a matter of weeks, Rinshed-Mason paints last a lifetime. As far as automotive advancements go, we don't often stop to contemplate is the paint. In the automobile's lifespan of about a century and a quarter, the advancements in paint and clear coat have been staggering.

And if you're wondering why you haven't heard of R-M, you may have heard of the conglomerate BASF—which bought the company in the 1960s. In 2009 BASF celebrated 90 years of R-M, which still makes paints for automotive under the names Diamont, Onyx and Carrizzma.

Visit Autoweek.com to view the ads in their full 12x9 glory.