Fred Astaire in Commercials
When you think of Fred Astaire’s legacy, elegant dancing on elaborate film sets is probably what comes to mind. What probably doesn’t come to mind is commercials. But even though he was known for his suave sophistication and unparalleled talent on the dance floor, Astaire wasn't just a star of the silver screen—he was also a captivating presence in the world of advertising, even after his death.
The concept of celebrities appearing in commercials is not a new phenomenon. In the early twentieth century, advertisers realized the power of using familiar faces to promote their products, and celebrities like Fred Astaire became sought-after endorsers for their ability to capture the attention of consumers.
Fred Astaire's first foray into the world of advertising was his memorable endorsement of Chesterfield cigarettes in the 1930s and 1940s. In the Chesterfield cigarette ads, Fred Astaire was depicted as the epitome of elegance, often seen enjoying a smoke in various glamorous settings. His impeccable fashion sense and suave demeanor reinforced the idea that smoking Chesterfields was synonymous with sophistication and refinement. While societal attitudes towards smoking have deservedly shifted dramatically, Astaire's timeless presence in these advertisements serves as a nostalgic reminder of an era defined by glamour and allure.
Fred Astaire and Rita Hayworth in a Chesterfield Cigarette Ad in 1941
In 1997, a decade after his death, Fred Astaire made posthumous appearances in a series of commercials for Dirt Devil vacuums. The advertisements featured digitally created footage of Astaire dancing effortlessly with a vacuum cleaner.
The use of Fred Astaire's image in the Dirt Devil vacuum commercials was both nostalgic and innovative, combining cutting-edge technology with classic Hollywood glamour. The commercial received widespread acclaim for its creativity and technical achievements, earning applause from both advertising professionals and fans of Fred Astaire alike. While some critics questioned the ethics of using a deceased celebrity's likeness for commercial purposes, the overwhelming response was positive, highlighting the enduring appeal of Astaire's legacy.
Dirt Devil wasn’t the only company to capitalize on Fred Astaire’s sophistication and charm for television. One year before his death, Fred Astaire collaborated with fellow dance legend Gene Kelly for Western Airlines. The commercial, which aired in the 1985, featured Astaire and Kelly engaging in friendly banter aboard a Western Airlines flight. Though the air time was brief, the pairing of Fred Astaire and Gene Kelly in the Western Airlines ad was a momentous occasion for fans of both dancers. Their on-screen chemistry and mutual respect for each other's talents made the commercial a joy to watch.
Fred Astaire's lasting presence the world of advertising is a testament to his enduring legacy as an entertainer and cultural icon. In the podcast Astaire: Footnotes in a Legacy, we will celebrate Fred Astaire’s remarkable career and the magic and glamour that he brought to the world of entertainment and pop culture.
I invite you to join the podcast August 2 for the first episode that explores the classic Hollywood film Flying Down to Rio. This musical spectacle marked the first on-screen pairing of Fred Astaire and Ginger Rogers, setting the stage for one of the most iconic partnerships in cinematic history.
