This ad for Travelers Insurance appeared in the Saturday Evening Post of October 30, 1943. I’m guessing that the 1940 release of the movie “Brigham Young” or the 1938 release of “The Miracle of Salt Lake” had made the Mormon account of the seagulls and the crickets familiar enough to that generation for it to be useful to Madison Avenue.
An early review of our “Mormonism: A Historical Encyclopedia wondered why we had devoted even a little space to the seagulls and crickets (a succinct account, including the enduring meaning of that event, written by Edje Jeter) when there were so many other, more significant historical happenings that didn’t get their own entries. It’s because we felt that that story would be familiar to a broad audience and was one of the terms that someone who picked up the Encyclopedia might actually look for.
I feel so vindicated.