PHOENIX — Chisolm the steer, known for his appearances in Earnhardt Auto Centers ad campaigns, website photos and branded merchandise, has died at the age of 27. The longhorn became a familiar face in Arizona advertising alongside Tex Earnhardt, the founder of the auto center.
“Dad always said he chose Chisholm for his gentle temperament and noble bearing,” Hal Earnhardt said. “Chisholm, for his part, always seemed happy wherever Dad was.”
Tex Earnhardt worked with Chisolm for over a decade, until Tex's death in 2020. The commercial tagline "Earnhardt — it's a name you can trust, and that ain't no bull!” came from a comment a parade on-looker made to Tex in 1953. The on-looker asked Tex Earnhardt how he kept the bull so calm. Tex Earnhardt replied "... this? This ain't no bull!"
The silhouette of Chisolm is a theme behind the vast majority of branding and marketing for Earnhardt Auto Centers, which are themed: "The Spirit of Tex."
“While Chisholm was known due to Grandpa’s commercials, he was actually a beloved family pet,” said Nature Earnhardt, the company’s media director. “It wasn’t just the treats in our pockets that made Chisholm happy to see us. He was part of the family.”
When Tex Earnhardt passed away, Chisolm was left in the care of his children and grandchildren. Chisolm retired on the ranch lands to enjoy the remainder of his days.
“Like my Dad, Chisholm was truly one of a kind,” said Jim Babe Earnhardt. “As I told my family, Tex and his buddy are riding the range together once again.”
The company opened in 1951 in Chandler.
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