Let's Ask the Ladies

1937
Sound
24m

A Co-op window dresser dreams of his mannequins coming to life in this musical fashion fantasy.

Fans of 1980s rom-com Mannequin are in for a treat with this 1930s precursor, a nifty musical fantasy showing off fashion at the Co-operative Wholesale Society. The Co-op sponsored many films advertising its wares, but clothing often played second fiddle to food and other domestic goods. Running at a relatively lavish 23 minutes, this film was an attempt to re-position their dress departments as a destination for discerning women. While aping the Hollywood musical, it also riffs off the high-end fashion house showcases seen in other adverts and newsreels of the period.

Listed in the British Co-Operative Society Catalogue as an unlocated film
under the title 'Ask the Ladies'. Catalogue no. 358.

A musical fantasy designed to display Co-operative Wholesale Society's modern
fashion garments. A shop window dresser is accidently locked inside the window
display area where he falls asleep and dreams that the wax models have come to
life. The models are disappointed with the way that they are dressed and they
change his displays. Features song and dance and other variety acts, including
a roller skating act.

Cinema Advertising Comes of Age

The 1930s saw screen advertising find its voice. That wasn't just down to the arrival of the 'talkies', but to the increasing professionalism of ad agencies and production companies.

Through WWII and the postwar austerity years and into the 'never had it so good' 1950s - when it had to compete with the new commercial television service - cinema advertising offered a bigger bang for your advertising buck.