Pam’s Pictorama Post: Today’s post is the last piece of the advertising haul from Britain I started posting about a few weeks ago. (That post and some great ads can be found here.) Persil, the subject of today’s post, is a British detergent which is still quite extant today. This ad is from an unknown publication, but dated May 24, 1924.

It was founded in 1907 and according to an internet article Persil claims to be the first first self-acting detergent. Its revolutionary formula that released oxygen during washing made strenuous rubbing of the laundry superfluous. According to another site it mixed a high oxygen soap with salt into the detergent which caused a chemical reaction that cleaned clothes without damaging or scrubbing. This is of course something we take for granted today, but quite revolutionary indeed when you think about it.

Persil got its name from its original ingredients: Per from Perborate and Sil from Silicate. Originally the Persil powder had to be stirred into a paste before use. At the bottom of this ad it announces that you can write for a free booklet which tells how to use Persil. At first I wondered why you would need a booklet with instructions confused me at first, but after the outline above I realized it was perhaps a bit complicated.

The tie-in to Felix is a somewhat elliptical one – Time for the pictures on wash-day. Felix is perhaps a bit more off-model than usual, mouse dangling in hand and the writing on the film poster, beyond his name, is gibberish. The little girl looks at him joyfully while a well dressed (and well-heeled) mom pays for the tickets to someone who is barely part of a face behind the ticket counter. The jolly jacketed usher has his back to us.

The copy reads, Time for the pictures on wash-day – Of course there is. She wouldn’t miss Felix for worlds. So she hands over the washing to Persil. That means five minutes for getting things ready, and thirty minutes for Persil to do the work. Out come the clothes, clean, fresh, white and undamaged, and off she goes with a clear conscience and a clear day.

Persil’s mascot, the early ’20’s version, is down at the bottom, odd little fairy made of a box with wings – less sly than the Devil above. He’s barefoot and is all pointy ears, nose and hair. Oddly, and it may be my own inferior search skills, I cannot find any information on his history or why he was composed this way.

The advertising I have supplied here was the most notable I could find on the internet so Persil didn’t go in for a lot of premiums or campaigns, that survive anyway. The green box shown here held by the friendly Devil was their persistent look into the mid-twentieth century when they eventually morphed to a plastic jug and presumably stopped being a powder.

I assume that Felix picked up his paycheck for this and kept it moving. Lastly, for another real eyeball kick, check out my other Felix advertising post from a few weeks ago – a rare, entire short comic for Sportex shirts – which can be found here. Enjoy!