The ad agency JWT specialized in celebrity association advertising. Here in this 1920s ad, Lux Toilet Soap claims that “9 out of 10 screen stars” use Lux. Women who admire screen stars might hope that Lux Toilet Soap will make them feel as glamorous.
For Lux Radio Theatre, JWT produced adaptations of current movies. The stars of the film, To Have and Have Not, were integrated into the radio commercial. The announcer explains how Humphrey Bogart and his wife Lauren Bacall use Lux Flakes in their new home.