Browzing the backfile tuned up this gem from July 2, 1921:
A little searching turns up the founder of the firm as a Charles Cuno, originally of Berlin. Further, his company, Cuno Engineering Corporation, was involved in a patent law case than ended up at the Supreme Court (!) and was decided in 1941, seen in raw text here.
Essentially, and as far as I can understand the Court’s writing, not being lawyerly, the dispute was over a reel-less version that superseded this one. Someone who knows the law or doesn’t fall asleep reading it is welcome to comment here.
Unfortunately, the ad does not list the names of the “seventeen well known makes of cars” that use this, but does encourage distracted driving!