Old Radio

  April 17, 1933: The well-known commercial phrase ‘Call for Philip Morris,’ uttered by Johnny Roventini, went on air for the first time. He said the catchphrase several times in his characteristic high-pitched voice. Johnny’s red jacket, black hat, and white gloves were given to the American Advertising Museum. Johnny Roventini, popular as Johnny Philip Morris, was born on August 15, 1910. Although he was less than four feet tall, he was a fully developed adult and worked as a bellboy at the New Yorker Hotel in 1933. He was discovered by an advertising mogul and he was asked to perform a page, issuing a "Call for Philip Morris". During his career, with his perfect B-flat tone vocal, he repeated those words over a million times (according to his own estimate). He was known as the representative for Philip Morris brand cigarettes through various media at that time. He was illustrated as a "living trademark" of Philip Morris for over 40 years. He also playe...