Hollywood on Radio

J. Walter Thompson

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.

JWT used stars to sell soap

JWT used stars to sell soap

 

When JWT started producing radio programs for advertisers, they emphasized the power of stars for selling. Note that JWT points out that the radio programs are “controlled entirely” by JWT.

JWT used top stars from vaudeville, music, film, and stage in its radio programs

JWT used top stars from vaudeville, music, film, and stage in its radio programs

 

JWT hired Bing Crosby to sell Kraft cheese on Kraft Music Hall. Here JWT claims they helped build Crosby as a star.

JWT claimed that they helped make Bing Crosby a star in  JWT's Kraft Music Hall

JWT claimed that they helped make Bing Crosby a star in JWT’s Kraft Music Hall

 

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.

 

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