This advert for cigarettes uses a combined cavalry and infantry charge as the core of its visual element. Cigarettes were smoked, indeed highly desired, by soldiers throughout the war, hence the details on the advert as to where soldiers fighting abroad could source ‘The Greys’ cigarette. The advert also associates itself with soldiers’ heroism using a charge of the ‘Greys’ cavalry to underpin their advert and brand.
Printed in Fighting Australasia, the advert is one of many that found its way into this and other similar publications. Published in London in 1917, Fighting Australasia sought to act as a souvenir record about the contribution of the Australia and New Zealand Army Corps (ANZAC) to the conflict. The book is glossily produced and illustrated with many photographs of ANZAC soldiers.