Ref: Illustrated London News, Jan 13, 1900 – p.60
In January 1900 Britain was at war again in the South Africa and Ogden’s re-deployed their 1897 Maxim gun advert, suitably updated and unsubtle in its promotion of the brand. The earlier ultra – realistic illustration is re-imagined in cartoon style, the gun created from a box of “Ogden’s Guinea -Golds” and its contents. Beside it a smoking Khaki kitted soldier adds context for the viewer – many of whom at the time would have had family on active service.
The Illustrated London News’ war coverage was extensive, photographs and illustrations from the conflict filling its pages. Ogden’s followed suit, basing their advertising campaign round hand-drawn variants on the military theme. In July 1900 they issued a series of 60 different cigarette cards showing the “most celebrated officers at the front”.
The period between the two advertisements saw Ogden’s develop and refine their advertising style typically mixing humour and topicality with a flamboyant, eye-catching array of varied typefaces. Unfortunately, their updating of what was obviously seen as a catchy slogan with punning representation of the gun resulted in an on brand but cobbled advertisement. The curiously detached military figure standing aside from the ersatz cigarette Maxim gun is a far cry from his smoke-swathed all action predecessor and appears to be the work of a separate artist.
By the autumn, with the Transvaal officially annexed and the military action deteriorating into guerilla warfare, Ogden’s retreated to safer civilian based themes, with only the occasional nod to the conflict. It is tempting to draw the conclusion that as 1897’s patriotic fervour became tempered by grim reality the military theme became less marketable and was ditched. The Boer War finally ended in May 1902. Twelve years later Europe was engulfed in an even greater conflict, and while military guns resurfaced in adverts as part of soldier’s equipment, they did not regain centre stage.