I’m stuck in the 1930s: here’s a glimpse at a few ads from some recently acquired 6 day race programs. The Litesome and Ovaltine ads came from a 1934 event in London. The Litesome ad seems like a flashback to 7th grade gym class. Ah yes, the pseudo-science “shock and awe” lectures channelled through a punch-drunk, bellicose, football/wrestling coach delivered with zeal and revelry bordering on evangelical speaking-in-tongues. I’d pay good money to witness this character blaze through the ad’s copy, particularly to see the spraying phlegm and chest-poking rigamarole. The Ovaltine ad reminded me of Jacques Anquetil’s statement about Tour de France champions, something to the effect of “No one can expect pros to race on mineral water alone” as well as Johan Museeuw’s recently revealed coded conversations. It’s amusing that Ovaltine appears within quotes, and the cynic in me translates this as a veiled reference to performance enhancing substances. Of course all riders have trained on ‘Ovaltine’ (wink wink). How do you think they ride so fast for 6 days in the throes of sleep deprivation and supreme physical exertion? The Canada Dry and French’s ads came from a 1937 event in Madison Square Garden. Sadly, not too much has changed prize-wise since the Canada Dry ad was created. How many races have you been in where the bell was rung for $5 primes? The French’s ad is interesting to me due to the carnage in Hot Dan’s wake. Many programs seem to play up the danger element and fuel the spectators’ bloodlust sensibilities.