This Monarch ad reads like Alice in Wonderland meets The Wizard of Oz, in a colorful illustration fit for a children’s book. Who is the target demographic here? Elementary schoolers with a java fix? The ad also references Luke and Lucy, used repeatedly in post-war ads. Luke the Lion was the mascot, offering abundance to a hungry country. In some cases, he was even a magician!
With his gold crown, tame demeanor and lustrous mane, he quickly became Mom’s favorite dinner guest. Who cares if he’s not the most masculine of cats when his basket is always full of sweet peas and grapefruit juice?
Face still covered in soot from laboring in a South Wales coalmine, Richard Farr listens to the world title fight between Joe Louis and Tommy Farr, Richard’s brother, hoping for a family win. By 1937, Louis had beaten 24 opponents in 12 years. Tommy was his 25th. (Portrait of an Era)