I can remember my parents having these little oval lights with the Oldsmobile emblem printed on them installed on the C pillar (on the vinyl top no less) of our 1977 Oldsmobile Cutlass. I can remember the lights had an odd name, but I have no idea what they were called back then and its driving me nuts.
Additionally, this wasn't limited to oldsmobiles. It was a trend to have these little oval or rectangular lights on the side of the car.