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1948 Chesterfield Advertising Display
Starting Bid - $1,500.00 , Sold For - $8,225.00
This stunning full-color advertising store display for Chesterfield Cigarettes features beautiful portrait illustrations of the game's top stars surrounding a large pack of Chesterfields, "The Baseball Man's Cigarette." Chesterfield certainly spared no expense in the promotion of its product during 1948, recruiting the cream of the crop in baseball talent to "pitch" its cigarettes. Joe DiMaggio and Bob Elliot (as noted in the ad) were the reigning MVPs of their respective leagues; Ted Williams was the current American League batting champion, Ewell Blackwell was the 1947 National League leader in wins; Bucky Harris had just led the Yankees to yet another World's Championship and Stan Musial, well, he was simply "The Man." This piece is widely recognized by collectors as the key museum-quality advertising display of the postwar era, and one of the most visually attractive baseball advertising displays of any era. The vibrant colors and appealing design are accentuated by the use of the most recognizable players in the game at the time. Joe Camel notwithstanding, this must have been one of the most successful advertising campaigns in the history of the tobacco industry. What person could resist smoking the same brand of cigarette as Joe "D" or "Teddy Ballgame"? It would have been almost un-American to do otherwise. It is fascinating to note, however, that upon close examination it's obvious that the players are not actually smoking. Chesterfield has simply cropped a cigarette into the mouths of Musial, DiMaggio, Elliot, and Harris. Luckily, even though the product they're promoting has largely fallen out of favor and is now considered socially unacceptable in many circles, we can readily assure you that there will be no detriment to your health in owning this, one of the most spectacular baseball advertising displays ever produced. Although the design of this advertisement was featured heavily in the company's print campaign and appeared in countless magazines, the actual cardboard store display (which is offered here) is extraordinarily rare, with only a few examples known to exist. The poster has undergone professional restoration to a few areas in order to return it to its original state. This is extremely well done, and difficult to detect without specifically looking for the work. While the restoration will, of course, impact the value of the piece, it has only served to enhance its extraordinary display value since the poster is now Near Mint in appearance. The auction record for an unrestored example of this classic advertising display is slightly more than $50,000. This piece offers the same display value as that record-setting piece, but at a much more modest estimate. This is a stunning example of one of the most desirable and classic promotional displays from the golden age of baseball advertising. Disclosure per section 13 of REA's terms and conditions: This lot has been consigned from the personal collection of an executive or employee of Robert Edward Auctions (or a relative of an executive or employee). Reserve $1,500. Estimate $3,000/$5,000. SOLD FOR $8,225.00
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