Ten High Whiskey 1940 Jim Backus Howell Full Page Print Ad - 10.5 x 13.5

This 1940 Ten High Whiskey print advertisement features character actor Jim Backus, highlighting the brand’s Five Year Club campaign during a transitional moment in American spirits advertising.

In the years leading into World War II, whiskey advertising increasingly emphasized maturity, consistency, and insider knowledge rather than overt glamour. Brands sought to reassure consumers about aging, quality, and value, often using humor and recognizable personalities to convey trust and familiarity. Ten High positioned itself as a reliable, well-aged bourbon at a time when consumers were becoming more discerning about production claims and flavor standards.

The ad presents multiple illustrated poses of Jim Backus, later widely known as the voice of Mr. Magoo, using conversational copy and visual callouts to explain the Five Year Club concept. A large bottle image anchors the composition, reinforcing brand recognition while the layout balances humor, endorsement, and product authority. The page design and typography are characteristic of early 1940s magazine advertising, combining personality-driven storytelling with clear brand messaging.

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