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Minister of the Interior (Vim Advert)

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Minister of the Interior (Vim Advert)

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

Advert 1943 2 mins

Overview

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'.