U.S. And Us

1943
Sound
2m

An American G.I. learns how to brew a proper English cuppa in this jolly wartime ad for Maypole tea.

An American GI enjoys the best of English hospitality in this jolly wartime tea advert. After a "swell" meal and a round of whist, our Yankee friend learns the secret of good tea making: one teaspoon per person and one for the pot. But with food rationing in full swing, the old adage is sorely stretched. The solution? Use Maypole Tea, "a brand which is so economical, you can drink tea all day long, and still have enough for an early morning cup".

The film was made a year after the first GIs were deployed in Britain, and draws on that popularly imagined 'special relationship' between Brits and Yanks. Our visitor's gleeful assertion that "you can drink tea all day long" may, however, have been optimistic. The tea ration enforced in Britain between 1940 and 1952 allowed just 2 oz per person - enough for around 2 or, at a push, 3 cups of weakish tea each day.

WWII at the Pictures

Once the cinemas were declared open for business, the film industry kept the reels turning, serving up a mixed diet of news, morale-boosting propaganda and uplifting entertainment.

In the early days of the war, cinemas were closed as a public safety measure, but authorities were soon persuaded of film's many virtues in wartime. Newsreels kept spirits up and relayed vital information, documentaries rigorously explored every aspect of life and work on the home front, and an array of animations and short films imparted practical tips and guidance.

Feature films, meanwhile, offered equal parts inspiring wartime stories and escapist fantasy to bring relief from everyday trials. And with gender roles evolving and so many men away from home, producers were forced to pay more attention (long overdue!) to the tastes and interests of women cinemagoers - with fascinating and enduring results.