Poet Marianne Moore was hired to help Ford Motor Company come up with a name for their new car model. Read the amusing tale in this New York Times article:
"Throughout the fall and winter of 1955, Moore’s steady stream of suggestions arrived at Ford: “the Ford Silver Sword,” “Intelligent Bullet,” “the Ford Fabergé,” “Mongoose Civique,” “Anticipator,” “Pastelogram,” “Astranaut” and, the highest flight of fancy, “Utopian Turtletop.”"