- Look, here's the most exciting new toy anybody's seen in a long time. It's a sensational new fire chief speaker hat. $3.98 and only your Texaco Dealer has it. Just look at it, an authentic reproduction of a fire chief's side. It's complete with a built-in microphone and transistorized speaker that sounds like this when you press the button. What youngster wouldn't go for that? And watch... It's built to last. Tough, it's rugged. And the speaker hat is adjustable to fit fire chiefs of all sizes. Make your boy or girl a fire chief this Christmas by seeing your Texaco Dealer today. He's offering the bright, red fire chief speaker hat for $3.98, but hurry, the supply is limited. Get it when you buy any top quality Texaco products. Only your Texaco Dealer has the sensational new fire chief speaker hat. Get it at this sign, where you can trust your car to the man who wears the star.