A 1929 advertisement for Lucky Strike cigarettes, from The 100 Greatest Advertisements 1852–1958, by Julian Lewis Watkins, p. 66.
“Light a Lucky and you’ll never miss sweets that make you fat”—Constance Talmadge, Charming Motion Picture Star
Instead of eating between meals … instead of fattening sweets … beautiful women keep youthful slenderness these days by smoking Luckies. The smartest and loveliest women of the modern stage take this means of keeping slender … when others nibble fattening sweets, they light a Lucky!.
Lucky Strike is a delightful blend of the world’s finest tobaccos. These tobaccos are toasted—a costly extra process which develops and improves the flavour. That’s why Luckies are a delightful alternative for fattening sweets. That’s why there’s real health in Lucky Strike. That’s why folks say: “It’s good to smoke Luckies.”
For years this has been no secret to those men who keep fit and trim. They know that Luckies steady their nerves and do not harm their physical condition. They know that Lucky Strike is the favorite cigarette of many prominent athletes, who must keep in good shape. They respect the opinions of 20,679 physicians who maintain that Luckies are less irritating to the throat than other cigarettes.
A reasonable proportion of sugar in the diet is recommended, but the authorities are overwhelming that too many fattening sweets are harmful and that too many such are eaten by the American people. So, for moderation’s sake we say:—
“REACH FOR A LUCKY INSTEAD OF A SWEET.”