CALL FOR PHILIP MORRIS

Year Published: 1933

Format: 16mm

Description: This theater ad or snipe advertises Philip Morris Cigarettes with the famous tag line "Call for Philip Morris". The commercial campaign featured Johnny Roventini, an actor who stood less than four feet tall as a fully developed adult. Roventini was working as a bellboy at the New Yorker Hotel in 1933 when he was discovered by an advertising mogul, who had him perform a page, issuing a "Call for Philip Morris". He reportedly could always vocalize a perfect B-flat tone. Roventini was described by Philip Morris personnel as a "living trademark", and made personal appearances for Philip Morris until he retired in 1974. The namesake of the Philip Morris Co. was born in Whitechapel, United Kingdom in 1835. The first cigarettes that Philip Morris made were in 1854 and were known as "Philip Morris English Ovals." In 1902, Philip Morris & Co. Ltd. was incorporated in New York City. George J. Whelan bought the American division of the company. From 1951 to 1955, Philip Morris sponsored the CBS sitcom "I Love Lucy", with Lucille Ball and Desi Arnaz pitching the product often, and Philip Morris controlling the content of the program