Matches. But not just any matches. As the young man has just in time bought his packet of Swan's before he boards the train, we ride with him as the music turns to a match-sounding rhythm. On the train people are looking for matches, having failed with their lights, and we can conclude that there's a certain "reassuring air" about a Swan man. It's true, whenever I went to England as a teenager, I would buy Swan matches as soon as I arrived. You see, they're not safety matches, so I wouldn't be rustling that box to make rhythm match music if I were you. Cool people knew how to light their cigarettes with a Swan match stuck against a table. Or better still, their own thumbnail.

Swan Vesta

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (2)

  • aiiobo's picture

    Those were the dayus, back when matches could afford TV ads as everyone smoked everywhere!

    Nov 16, 2007
  • Dabitch's picture

    dayus? Sure, sure.

    Apr 17, 2015