Universal Weekly (1920, 1923-27)

24 Universal Weekly December 10, 1927 Universal Pictures Directors Biggest Cigarette Advertising Campaign LUCKY Strike Cigarettes have appropriated the biggest budget for national advertising yet expended in any cigarette campaign. They have chosen three of Universal’s most famous directors to give this stupendous campaign punch and popularity. A tie-up of such magnitude between cigarettes of Luckies’ reputation and Universal Pictures will benefit exhibitors from coast to coast. Paul Leni, the German wizard, who has been making such a wide spread reputation as a master of light and shade and mysterious implications, is one of the Universal directors whose picture appears in the Lucky Strike ads. His filming of “The Cat and the Canary” has received enthusiastic comments not only from reviewers in the motion picture industry but also from art and theatrical critics. The advertisement in which Paul Leni proclaims that Lucky Strikes never cause him the least sign of throat irritation, despite the constant strain his voice was subjected to during the direction of “The Cat and the Canary,” appeared in the New York World on the morning of November 18th. This ad covered 600 lines of space. Such lineage is significant enough in a New York newspaper, but at the same time, this ad appeared in 125 of the leading metro politan newspapers throughout the United States. That means national distribution for Lucky Strikes and Universal. William Seiter, whose direction of the Reginald Denny comedy, “Out All Night” is now film history among all wise exhibitors, also has nothing but praise for Lucky Strike cigarettes. The advertisement in which Mr. Seiter affirms that Luckies are his favorite cigarettes and never harm his throat appeared in the New York Sun of November 7th. This, too, had national distribution through a hundred and twenty-five newspapers from coast to coast on the same date. The lineage on this was also six hundred. William Seiter was a famous enough personage in his own name before he married Laura La Plante this year, but that has added to his fan popularity among Laura’s host of admirers. Mr. Seiter has recently finished the direction of a new starring vehicle for his wife, “Thanks for the Buggy Ride.” The third Lucky Strike-Universal While direr* filming of.T,n h°rfi°rat'on, lZ,I°r,Uni',ersalp^Cat supply o'?? <ofZZ%?’ing WILLIAM SEITER Famous Film Director, writes: ‘The directing of Reginald Denny's comedy features calls for intense use of my voice. The action that abounds in comedy film smurf corvstantly be kept alive by shouted directions through my megaphone. Naturally there is a decided strain on my voice. I am a confirmed smoker but must be careful lest it interfere with my work by irritating my throat. Lucky Strikes are my favorite cigarettes and I smoke as much as I choose. They do not harm my throat in the slightest and I find their toasted flavor enjoyable." ^ THEt^>B OP It’s /^Throat tested” Efon-/Vo £°ygh.' “It’s toasted" No Throat Irritation-No Cough. The Paul Leni ad’ appeared in the New York World on November 18 th, and the William Seiter ad in the Sun on November 1th. Lucky Strike used these ads on the same dates in 125 leading metropolitan newspapers throughout the country.