Cavander’s followed Ogden’s lead in employing the bayonet’s advertising thrust, albeit twenty-four years later – this time with accompanying rifle and a war well established. A departure from their popular commercial style, it is more political cartoon than simple product placement. Subverting Cavander’s mainstream campaign developed around wartime characters, it reflects the contemporary propaganda battle for moral superiority. The Allied tobacco’s power in winning over the bumpkinish prisoner of war is truly miraculous.
Printer’s Pie billed itself as “the most remarkable shillingsworth ever published”, a collection of “STORIES, SONGS and Pictures provided gratuitously by writers and artists whose names are Household words” (1904 promotion). Appearing semi-annually from the offices of The Sphere and Tatler, “proceeds going to the Printers’ Pension Corporation”, it offered a chance to experiment while supporting the war effort.