Jolly Fisherman in Hamlet Cigar Advert
News article review and historical research:
A shocking story in today’s climate of smoking being classed as antisocial behaviour. The newspaper reports in quite a matter-of-fact manner, the use of the famous Skegness mascot, the Jolly Fisherman to promote a brand of cigars.
The article reveals the fashion in advertising during the late 1980s, when it quotes the Company Chief of a major advertising design firm as saying “there’s a renaissance in the use of nostalgia in advertising and packaging”.
Source: Skegness News 24th August 1988
Photo: not credited
Jolly Fisherman changes to Cigars
A national campaign for a brand of cigars is to feature Skegness’ most famous personality, the Jolly Fisherman.
Any day now, newsagents and tobacconists all over the country will be asked to display full-colour window bills depicting the illustrious figure.
There is one significant difference from the original portrait by John Hassall… replacing the pipe is a Hamlet cigar!
The illustration was carried out by Londoner Sue Shortland-Porter who was trained at college in Bournmouth and now works for the Paul Martin Design Company in Petersfield, Hampshire.
Company chief, Mr Martin told the news: “I’ve never been to Skegness myself but the Jolly Fisherman is a very well-known figure, particularly to designers.
“Nowadays, there’s a renaissance in the use of nostalgia in advertising and packaging.”
When Skegness Town Council first got wind of the proposal earlier this year, they were delighted at the likelihood of a nationwide publicity boost.
“That pleases me,” continues Mr Martin. “I had one or two reservations in case there were misgivings about the link with smoking.”
It is too early to say how effective the design will be in promoting the cigars.
I was always led to believe that the Jolly Fisherman was based on my grandad, who worked at the railway station in Skegness. When my uncle (Peter Smith) died a few years ago, the headline also referred to him as ‘The Jolly Fisherman’.