Slide through to see various advertisements and endorsements featuring the Beebe seal of approval.
Today, Lucius Beebe's name is synonymous with railroad books at best and "who's that?" most commonly. But in the 1930s and 1940s Lucius Beebe had crafted an image for himself that included luxury, 19th Century living, fine cars, exquisite cuisine and expensive and extensive intoxicants. Simply, the best of everything!
So if you were a merchant of luxury goods, or wanted your goods to have the air of luxury, naturally you'd want a face for your brand that readers already associated with the finer things in life. And Beebe, like many of the stars of yesterday and today, was available for rent!
Beebe loaned his visage and public persona of good taste to various brands from the 1930s to the 1960s. His image was used in various attractions at the 1939 World's Fair in New York City including Rheingold Beer's "Old New York" exhibit and a cigar company. "Lucius Beebe sees the trend," the cigar ad says. "Will we smoke in the world of tomorrow?" it asks, referring to the theme of the '39 World's Fair.
Towards the end of his life in the 1960s, Studebaker, the luxury automobile company included Beebe in a campaign for their new Gran Turismo Studebaker Hawk. The ad shows an aging and comparatively dowdy looking Beebe in front of his and Charles Clegg's home in Hillsborough, California along with Chuck's Jaguar and one of his Rolls Royces.
Using Beebe's name to sell alcohol was an obvious choice, especially Pol Roger champagne. Lejon Brandy is "on brand" too. But the Coffee Southern Liqueur endorsement was a surprise when I saw it. "Lucius Beebe says...'Coffee Southern is my favorite liqueur!'" boasts the ad, but Beebe doesn't seem the coffee liqueur type. The low proof of just 55 is a tell-tale sign this endorsement was classic ad man fiction.
And then of course there is my personal favorite, and the one that's most oft-mentioned of the lot: Aqua Velva after-shave. "Lucius Beebe, distinguished columnist and arbiter of good taste, is a member of the Aqua Velva After-Shave Club," the ad begins. Ah yes, because if anything is the pinnacle of good taste, it's Aqua Velva.
Scroll through in the slideshow above to see some of the advertisements and endorsements Beebe made over the years. Have you found any ads we've not yet mentioned? Share them in the comments section below!
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