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1921

Commercials & master strokes

Cinemas popped up like mushrooms all over Denmark and in 1921, Sylvester Hvid & Co. Ltd. was one of the first advertising agencies to produce commercials for the new cinema media. Back then, time was not a critical factor, and it was quite common to see commercials lasting 3 or 4 minutes long.

In order to secure a national coverage, Sylvester Hvid & Co. Ltd. joined a distribution company which gave cinemas a guarantee that their advertising blocks would be full at each show. Sylvester-Hvid Reklamefilm became a wellknown brand whose logo was seen on many commercials in the cinemas. Sylvester-Hvid went on distributing cinema commercials until 1995.

Jens Sylvester-Hvid, the founder of the advertising agency, died in 1928 and the company was taken over by his son Sven.

Already at this time, the highbrow cultural part of the Danish press was eager attacking the advertising industry for being a degenerated way of communicating.

However, that did not scare talented artists from taking jobs as illustrators and graphic designers at the Sylvester Hvid & Co. Ltd. agency. Most famous of them all was Robert Storm Pedersen (Storm-P) who is a legendary cartoonist.

Storm-P designed the famous posters for Green Tuborg beers with the slogan  "Hvornår smager en Tuborg bedst? Hvergang!" (When does a Tuborg taste best? Every time!). These posters are now considered legendary strokes of genius in Danish advertising history. You can still find the posters hanging in old pubs.

Illustrated advertisements dominate in this period of time, but Sven Sylvester-Hvid had his next revolution coming up: The first human fashion models used in Danish advertising.

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