Reach for a Lucky Instead of a Sweet

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:—