Certainly I am on the Lucky list. Last summer, while camping in the high Sierras, I hike six miles to get my supply of Lucky Strikes. I swore off harsh irritants when the talkies first startedand I've smoked LUCKY STRIKES ever since., She loves to climb mountainswhere even the goats have to wear skid chains.
This advertisement features a celebrity testimonial from starlet Helen Twelvetrees. The ad highlights the gentle and healthful aspects of Lucky Strike cigarettes by casting Helen as active – climbing mountains and hiking in the high Sierras – and by emphasizing her decision to avoid “harsh irritants” for her talkie films. The ad makes sure to mention that they did not compensate Miss Twelvetrees for the testimonial. However, the ad doubles as publicity for her new film, “Panama Flo,” as well as for her production company RKO-Pathe. Movie companies often made deals with tobacco advertisers which allowed their stars to be featured in ads for free if the ad would publicize the star’s newest movie. Therefore, her lack of compensation is not indicative of a true sponsorship of the product.
Actress, Female, glamour, Health, Helen Twelvetrees, movie star, sophisticated, Toasted, woman
