Spring Premier Auction 2016

Capitalizing on the unrivaled popularity of Babe Ruth in the 1930’s, "Old Gold Cigarettes" produced this rare tri-fold advertising display, which survives as one of the great baseball player endorsed advertising pieces of the era. The highly visual large format store display features a full-body pose of Ruth in his New York Yankees uniform with his testimonial statement and facsimile signature to the side. No other display piece can rival this rare survivor in terms of importance. But its sheer size invites damage and destruction, and most of the few known examples have not weathered well. The offered showpiece, however, has been restored to a marvelous approximation of its former glory. But its sheer size invites damage and destruction, and most of the few known examples have not weathered well. The offered showpiece, however, has been restored to a marvelous approximation of its former glory. The three panels – once separated – have been reattached with archival tape. Ensuing damage from long-ago contact with water – centering about the middle and right-side panels – has been professionally improved by recoloring; it must be noted that the item’s primary design components retain generally original, vibrant quality on their own, without typical fading from exposure to light, and that color work was applied almost wholly to background fields. An all-original, 4" x 6" paper label (stating, "This display installed ---- / Property of P. Lorillard Co.," and confirming the advertisement's company-sanctioned, factory origin) remains firmly attached to the item's back. Impressive, essentially EX/MT character of presentation. This is an outstanding opportunity to obtain the grandest Ruth display of all, and one of the very best items of its kind ever created. Tremendous visual appeal!