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(Related [link widoczny dla zalogowanych]) Cigarette manufacturers were one of the first industries to advertise widely on television. They had deep pockets and could afford to gamble on a new advertising medium,[link widoczny dla zalogowanych], footing the bill for a host of early classic television programs. Ironically, in just a few short decades, they were cast away from the medium they helped create.
Almost every television show from the forties through the early-sixties had a primary sponsor each week. To compensate for the relatively low audience numbers TV offered, stars were expected to be seen personally using or endorsing the sponsor's products.
(Related [link widoczny dla zalogowanych]) As television expanded its reach and proved more effective as a marketing tool, advertisers lined up to buy spots and main sponsor's were no longer required or desired; not having one big sponsor meant less interference in the content of the program.are a few examples of how smokes were sold using television personalities and cartoon characters.
Topper (1953-1956) was a sitcom that featured the aristocratic Cosmo Topper (Leo G. Carroll) and his piss elegant ghostly visitors George and Marion Kirby (played by Anne Jeffries and Robert Sterling). What else would they be doing with their time off together but smoking?
Cosmo really gets into it, he's simply mad about his Camels, "They're mild, the way I like mildness. And they have flavor, the way I like flavor!" It looked more like he was smoking crack!(Related [link widoczny dla zalogowanych])
TVparty-er David Mikelberg tells us,[link widoczny dla zalogowanych], "You mentioned that Leo G. Carroll 'looked more like he was smoking crack' in the Camel commercial. Did you also notice on the credits that the co-writer of that particular episode was Stephen Sondheim? Mama Rose, Sweeney Todd, Cosmo Topper - all just a bit mad. This could explain the look on Carroll's face."
At the end of this particular Topper episode,[link widoczny dla zalogowanych], Anne Jeffries declares that free cigarettes are going out to injured servicemen in veterans hospitals around the country. Now, that's an industry with a heart. Smoke up boys, doctor's orders!
I Love Lucy (1951-1957) was also sponsored by a cigarette maker for a while, Phillip Morris, who promised their customers, "Smoke for pleasure today. No cigarette hangover tomorrow!" That sponsorship meant added scenes of Lucy and Desi smoking in the program's intro and the "Call for Phillip Moooriiiiuuss" kid in commercial transitions.(Related [link widoczny dla zalogowanych])
In this advertisement, Desi asks for a cigarette and Lucy happily fetches the Phillip Morris - "You see how easy it is to keep your man happy?" she confides. You also get to see what the closing to the show really looked like, the heart image we're used to seeing on reruns was created in the late-fifties for the syndication package.
One of TV's first stars was the Old Gold dancing cigarette pack of the early 1950s, a truly bizarre advertising concoction - an oversized cigarette pack with lovely legs that danced aimlessly around in front of a curtain while the announcer promised a taste, "made by tobacco men, not medicine men." Because if you're going to ingest something into your lungs, better it was sanctioned by a North Carolina dirt scratcher than some high falutin' doctor, right?
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