Mysterious Mr. White

Description

Original studio photograph and newspaper clipping describing a mysterious “Mr. White” ad stuntman, c. 1920s. In an ingenious advertising ploy, the dry cleaners of Providence and Pawtucket, Rhode Island banded together to unleash a grime fighter on city streets. A dapper superhero, of sorts: Mr. White.

The News is Out! The Presence of the Mysterious Man in White on Our Streets is Finally Explained. You have all seen Mr. White! You have wondered who he was and why he was here. Countless theories have been formed to explain his presence. He has been surrounded by deep mystery. But now the secret is out! He has walked our streets in the interest of cleanliness and sanitation!

So the clipped newspaper advertisment begins, now revealing the cleansers’ clever plan:

Two weeks ago we sent Mr. White out on the streets of Providence and Pawtucket in his natty uniform of white serge. Once each day he has ridden on a street car or jitney. The remainder of the day has been spent in sauntering through the streets.

After ten days, apparently, his white clothes necessitated cleaning.

People laughed at Mr. White because his white garments, soiled and badly stained, made him appear ludicrous. Yet he was wearing cleaner clothes, probably than anybody on the street … Mr. White was endeavoring to prove that dark clothing becomes soiled just as quickly as does white clothing.

Sickness comes into your home. You wonder how it happened. YOU PROBABLY BROUGHT THE GERMS IN ON YOUR CLOTHING!

Whether the brilliant advertising campaign worked — or if, in fact, anyone at all noticed Mr. White out on the streets — we do not know, but the pieces remain evocative examples of American advertising and commercial photography.

Condition

Very good vintage condition. Professionally framed.

Measurements

Newspaper clipping approximately 10 inches tall.

Shipping

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