We all love a good print ad, but the fourteenth Art Directors Annual of Advertising Arts from 1935 doesn't quite get it right. It diligently collects artwork exhibited at the Art Directors Club in the spring of 1935, but the artwork is presented devoid of advertising copy making it difficult to discern the full context.
Peter Arno's contribution shows several generations of a family crowded into an opera box. The caption is not supplied and we are left to wonder exactly how this works as an advertisement for Libby's. Perhaps the matron is alarmed that the bar won't have enough Libby's gentle press tomato juice available for all at the intermission.
Well, here's the color version of the actual ad, as it appeared in 1934 in the Saturday Evening Post:
Peter Arno's contribution shows several generations of a family crowded into an opera box. The caption is not supplied and we are left to wonder exactly how this works as an advertisement for Libby's. Perhaps the matron is alarmed that the bar won't have enough Libby's gentle press tomato juice available for all at the intermission.
 |
| Peter Arno Libby's advertising art |
.jpg) |
| "Heavens, Horatio! I forgot to order that case of gentle press Tomato Juice!" Peter Arno Advertisement for Libby's gentle press tomato juice The Saturday Evening Post, 1934 Image added August 12, 2023 https://www.ebay.com/itm/374867378488mkevt=1&mkpid=0&emsid=e11021.m43.l1120&mkcid=7&ch=osgood&euid=c8e4 |
The ad also appeared in The New Yorker in black and white. For the sake of context, perhaps it should have appeared in the Art Directors Annual this way as well:
The same page also includes advertising art by Syd Hoff for the very same client—Libby's, advertising agency—J. Walter Thompson, and art director—Charles R. Prilic. Again, we aren't given the caption or the ad copy, but one can guess that the finicky boarder's rejecting the run-of-the-mill nourishment will result in the maid running out for some delightful Libby's gentle press tomato juice instead.
It was simultaneously published in the New Yorker:
 |
| "Heavens, Horatio! I forgot to order that case of gentle press Tomato Juice!" Peter Arno Advertisement for Libby's gentle press tomato juice The New Yorker, December 8, 1934, page 101 |
The same page also includes advertising art by Syd Hoff for the very same client—Libby's, advertising agency—J. Walter Thompson, and art director—Charles R. Prilic. Again, we aren't given the caption or the ad copy, but one can guess that the finicky boarder's rejecting the run-of-the-mill nourishment will result in the maid running out for some delightful Libby's gentle press tomato juice instead.
 |
| Syd Hoff Libby's advertising art |
Again, the actual ad was published in the New Yorker:
 |
| "He says he wants to start with gentle press tomato juice every day!" Syd Hoff Advertisement for Libby's gentle press tomato juice The New Yorker, February 2, 1935, page 64 |
Other first-rate New Yorker cartoonists also contributed to the campaign, including Otto Soglow, William Steig, and James Thurber. Not too shabby, right?
William Steig demonstrates how to put a servant to good use:
 |
| "...And Parkins, bring me a tall one of gentle press tomato juice." William Steig Advertisement for Libby's gentle press tomato juice The Saturday Evening Post, October 13, 1934 |
It was simultaneously published in the New Yorker:
 |
| "...And Parkins, bring me a tall one of gentle press tomato juice." William Steig Advertisement for Libby's gentle press tomato juice The New Yorker, October 13, 1934, page 85
http://archives.newyorker.com/?iid=17935&crd=0&searchKey=gentle%20press#folio=084
|
James Thurber addresses the thorny problem of How much Libby's gentle press tomato juice is too much?
Finally, Otto Soglow demonstrates how a top notch beverage can disarm even royalty.
 |
| "Desist, Oswald! —three is a sufficiency!" James Thurber Advertisement for Libby's gentle press tomato juice The Saturday Evening Post, April 6, 1935 |
There is also a black and white version from the New Yorker:
 | |
|
 |
"Hey nonny!"
Otto Soglow Advertisement for Libby's gentle press tomato juice
The New Yorker, November 9, 1935, page 61
|
Hmm. Shouldn't that be "Hey nonny nonny?" Anyway, there you have it. Whatever gentle press tomato juice may be, the New Yorker's artists seem to know how to promote it to a sophisticated audience.
February 2, 2017 Update: Arno's 1934 drawing for Libby's is adapted from a cartoon he drew for the New Yorker in 1928. Even the captions are related.
Note: By the way, anyone possessing additional information relevant to this post—original artwork perhaps, other Libby's ads by New Yorker artists, long-lost archives of J. Walter Thompson—please get in touch via email with AB–for Advertising Beverages—in the subject line. Then feel free to follow the aqua links to explore Attempted Bloggery's informative posts based on today's keywords. Hey nonny nonny!
February 2, 2017 Update: Arno's 1934 drawing for Libby's is adapted from a cartoon he drew for the New Yorker in 1928. Even the captions are related.
 |
| Peter Arno The New Yorker, November 3, 1928 |
|
| "Heavens, Horatio! I forgot to order that case of gentle press Tomato Juice!" |
01856
No comments:
Post a Comment