Minister of the Interior (Vim Advert)

1943
Sound
1m

This Vim ad cleverly adopts the guise of a wartime public information filler.

This advert for Vim scouring powder wittily adopts the guise of a wartime public information 'filler', a common part of 1940s cinema programmes - perhaps to attract the attention of audiences constantly on the alert for official information. After a tour of the Everywoman's kitchen and some reminders about rationing, the film culminates in a classic advertising pack shot of the product, Vim, and the promise that it protects surfaces by 'safe, smooth cleaning'.

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.