📰 Doubleback 2wice a Nice One – Advert: Apr. 1972
- Tyrannosaurus Rex
- Apr 15, 1972
- 3 min read
A bold, high‑impact promotion announcing a double‑album reissue from Tyrannosaurus Rex, framed in stark black‑and‑white contrast and early‑70s graphic punch.
The advert leans into scale, value, and visual immediacy.
A striking fusion of marketing bravado and psychedelic nostalgia.
The piece captures a moment when Marc Bolan’s earlier acoustic mysticism was being repackaged for a new audience, bridging the gap between the duo’s underground origins and the glam‑rock superstardom that would soon define T. Rex.
🗞 Melody Maker
📅 Date: April 15, 1972
⏱ Length: 1–2 min read
📰 Key Highlights
• Full‑page advert for the Tyrannosaurus Rex “Doubleback” double‑album
• Prominent “Two for the Price of One” headline
• “2wice a Nice One” slogan emphasising value
• Includes artwork for Prophets, Seers & Sages and My People Were Fair…
• Recommended retail price listed as £2.30
📰 Overview
This advert appears at a pivotal moment in Marc Bolan’s career, as T. Rex were transitioning from cult psychedelic duo to chart‑dominating glam phenomenon. The “Doubleback” series sought to reintroduce Bolan’s earlier Tyrannosaurus Rex albums to a rapidly expanding fanbase who knew him primarily for electric boogie, glitter, and pop‑leaning singles.
The design is direct and commercial, contrasting sharply with the ornate, mystical artwork of the albums themselves. Melody Maker’s placement of the advert underscores the label’s confidence in the reissue campaign, positioning these early works as essential artefacts worth rediscovery.
The juxtaposition of bold typography and fantastical album imagery highlights the shift from underground folk‑psych to mainstream glam — a reminder of how dramatically Bolan’s artistic identity evolved in just a few years.
📰 Source Details
Publication / Venue: Melody Maker
Date: April 15, 1972
Format: Advert (Full Page)
Provenance Notes: Verified via original page scan; typography, pricing, and layout consistent with Melody Maker’s 1972 advertising style.
📰 The Story
The advert opens with a commanding banner: “DOUBLEBACK — TWO FOR THE PRICE OF ONE,” immediately signalling a value‑driven reissue aimed at both collectors and new listeners. The playful slogan “2wice a Nice One” reinforces the promotional tone, while the recommended price of £2.30 situates the release firmly within early‑70s retail norms.
Below, the two album covers are presented side by side. Prophets, Seers & Sages — The Angels of the Ages appears with its stark, monochrome photograph of Bolan and Steve Peregrin Took, capturing the duo’s early mystic‑folk aesthetic. Beside it, My People Were Fair and Had Sky in Their Hair… displays its iconic fantasy illustration, rich with mythic symbolism and pre‑glam whimsy.
Together, the imagery and messaging frame the Doubleback release as both a bargain and a historical document — a chance to revisit the roots of an artist who was, by 1972, already reshaping British pop culture.
📰 Visual Archive
Caption: Tyrannosaurus Rex “Doubleback” advert, Melody Maker, April 15, 1972.
📰 Related Material
See tabs at foot of page
• Tyrannosaurus Rex – Early Albums (1968–1969)
• T. Rex – Glam‑Era Promotional Adverts
• Marc Bolan – Reissue Campaigns (1971–1974)
📰 Closing Notes
This advert stands as a reminder of how swiftly Marc Bolan’s artistic world expanded — from mystical acoustic duo to glam‑rock icon. The Doubleback campaign preserved the roots of that transformation, offering fans a curated glimpse into the early magic that shaped Bolan’s rise.
📝 Copyright Notice
All magazine scans, photographs, and original text excerpts referenced in this entry remain the property of their respective copyright holders. This Chronicle entry is a transformative, non‑commercial archival summary created for historical documentation and educational reference. No ownership of the original material is claimed or implied.
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