Theme:
For your Throat
Collection:
Guard Your Throat
Published:
1937
Brand:
Lucky Strike
Manufacturer:
American Tobacco Company
Format:
Advertisement
Tobacco Type:
Cigarette
Quote:
A light smoke It's Toasted, your throat protection.
Comments:
Hollywood actor Philip Merivale (1886-1946), born in India, provides the celebrity testimonial for this Lucky Strike advertisement. He recalls a play in which he spoke on stage for five acts in a row, requiring him to “safeguard my throat and voice.” He claims that Luckies “stood the test.” This claim portrays Lucky Strikes as a healthy cigarette with the ability to prevent illness, further supported by the slogan “It’s Toasted – Your throat protection” and the insistence that “you, too, can have the throat protection of Luckies” which are “gentle on the throat.” Merivale passed away in 1959 from cardiovascular disease.
Keywords:
Actor, Irritation, Light, Male, Mild, Philip Merivale, Throat
