I came across this thread doing a search and thought I’d add to it. Black Max was an advertising campaign Mercury Marine ran beginning around the original 175 Mercury in 1975. The campaigns first advertising shots were done at Oakland Marina on Bull Shoals Lake, AR.

It was chosen as a lot of the Saint Louis market frequented the Oakland area at that time and it was a popular destination. Home to the Meramac Bass Club annual December event, and Tony Albright frequented the area, eventually retiring in Pontiac. It was home to Black Oak Arkansas, Jim Dandy (Mangrum), Ruby Star and Grey Ghost, plus a few more smaller rock bands, also their manager Butch Stone.

The advertising models were not striking the look desired and the agency and Mercury culled the shots. Though when going through dock shots they came upon a picture of “Lenny” Jaeger, who owned Oakland Marina and operated it with his wife Barb. The Mercury team liked the bearded jean jacket look Lenny had and the facial features of his heritage. They inquired about shooting images more images of Lenny around the dock and Bull Shoals, which spawned a mega advertisement campaign that filled every outdoor publication with the picture of Lenny as the Black Max. Lenny was flown to countless boat shows and meetings as the “Black Max” signing autographs and taking pictures.

After a nice run of several years the “Black Max” campaign was ended as Mercury moved on to XR and EFI engines, spinning Mariner off in the early 1980’s, begun to use pervious Mercury parts on a year newer model series. Closing out inventory was the goal and their marketing team changed, which will always change a campaign.

Leonard and Barbara sold Oakland Marina years ago and today they reside a few miles outside Mountain Home, on the way to Oakland. Leonard still fishes frequently and both are retired after a long career as EMT and Nurses in the medical field.