, and you know what that means: it’s time to whip out your Johnson. Time to make sure it well lubricated and give it a good rubdown, perhaps publicly in your driveway, so your neighbors can appreciate that you are a person who takes outboard motor care seriously.

Applying an extra bit of elbow grease to your Johnson is always worth it. Picture it: An early morning on a calm, quiet lake. You drop a few lures in before the rest of the world wakes up and sees your fresh catch and the Johnson that made it all possible hanging off the side of your boat. Happiness is often found on the business end of a Johnson.

Because let’s face it: Sure your friends, your girl and your family might all enjoy and respect what you can do with your Johnson, but no one has the connection with it that you do. Your one-on-one time with your Johnson is pretty special. It may not be the biggest thing around and can occasionally be hard to handle, but it’s all about how you use it.

And you come from a proud, long line of Johnson lovers. The company revolutionized the early days of outboard motoring Your father, grandfather, your great-grand father — all Johnson men. And now you, with Johnson in hand, continue this fine tradition.

Someday your kids will take hold of a Johnson and feel the same thrill. Even though Johnsons haven’t been built under the nameplate since 2007, with the right maintenance, your Johnson can be enjoyed for years to come.

You fill with pride as you look back at a long linage of Johnson fans. A few quick tugs gets that small but mighty Johnson in the drink as you head back to shore.