Nothing brings back old memories like iconic adverts, be it in print format or on TV. From catchy tunes to well-known slogans, old advertisements have the ability to transport their audience back in time, perhaps to childhood or days of youth.
While trends have changed drastically over the years, its worth noting that despite the lack of popularity in traditional advertising these days, they are still viewed as time capsules for many.
Here, WhosWho.mt delves into different advertisements across various mediums from different eras, including Air Malta, Sunkist and others.
Postcard advertisements in the early 20th century: Hôtel de Paris and The Modern Imperial Hotel
An article by the Times of Malta states that in the early 20th century, many hotel and restaurant advertisements were made through postcards.
According to the article, Carmelo Mamo, who ran Hôtel de Paris at the time on number 43 St John’s Street in Valletta, “seems to have been the pioneer in restaurant postcard advertisements.”
Over the years, the hotel had different types of advertisements, but one simple advert features elegant typography with simple designs. The advert also seeks to grab the attention of people travelling for business as it states: “Si raccomanda ai viaggiatori di commercio ”, which can be translated to: It is recommended for commercial travellers.
Another prominent postcard is that of the Modern Imperial Hotel in Sliema, now transformed into a home for the elderly.
The Modern Imperial Hotel’s land was bought by Pietru Pawlu Galea. The businessman, in a bid to share his land with his children, built three properties, which were eventually transformed into a hunting and shooting lodge.
The lodge was later passed on to Mary Borg Cardona, his daughter, as her dowry. Despite this, what was called the Sliema Shooting Club, was transformed into The Modern Imperial Hotel. At the time, hotelier Gioacchino Ellul extended the recreational grounds of the hotel through the acquisition of two additional acres of land, adjacent to the property.
The hotel was opened for business in 1875, with several newspapers at the time describing it as “one of the chief hotels in Europe.” In fact, as the years went by it welcomed the Royal family of Bavaria, Cardinal Lavigerie and Princess Louise, daughter of Queen Victoria.
In addition, it also caught the attention of Gerald Strickland and Cardinal Bourne among others, who chose the hotel as their stay. Not to mention that it also housed numerous members of the exiled Russian Imperial family following the Russian revolution in the early 20th century, and soldiers were housed in the hotel during World War II.
The hotel was also featured in movies, such as Shout at the Devil, which featured Sir Roger Moore and Lee Marvin.
'Tè, Caffè u Cocoa ?' C. Camilleri & Sons
The use of postcards was also used by shops. This includes C.Camilleri & Sons which is still operating to this day.
In this advert, the shop advertises tea, coffee and cocoa. Specifically, the company is asking the audience if they wish to buy the best quality and at the cheapest prices.
Sharing the image on Pinterest, Louis Cardona states that this advert is “old and rare.” It was printed by Tacon Bros Ltd, in Manchester (displayed on the top right corner) with an over print by Stamperia “Victoria” in 11, Strada Cristoforo in Valletta.
Camilleri & Sons , commonly known as Camilleri tal- ħelu nowadays, also has a long history of establishment. Founded in 1843 by Calcedonio Camilleri, the company is “the oldest confectionery trading company on the Maltese islands.”
The company first opened its doors on Merchant’s street Valletta, as noted on the postcard, and to this day it still operates its flagship store in that location to this day.
The advert that keeps on giving
Back in 2019, D’Amato Records , “the world’s oldest vinyl record store," shared one of its old adverts from the 1920s.
Although unclear on what medium the advert was printed on, it showcases a large gramophone.
Text displayed around the advert features Italianised characteristics, depicting the language use at the time. “Uaslu! Id-dischi bil Malti”.
Cheekily, on its post on Facebook, the store shared that orders for vinyls had just come in. “Our advert from the 1920s is still useful,” D’Amato commented.
The store was established in 1885, survived two World Wars and COVID-19 and is still much loved for its extensive stock of music.
VIDEO
It seems like Malta has always been a party destination
The country’s recent wave of nostalgia for its former national airline, which ceased operations on 31st March, comes as no surprise.
Throughout the years, Air Malta had no shortage of memorable adverts, such as the handpainted ad that says: “It doesn’t cost much to visit friends in the Med,” as well as the iconic video of Opposition leader Bernard Grech singing ‘O Sole Mio’ with local tenor Joseph Calleja.
As it happens, in 1978 Air Malta also had a comedic TV advert featuring comedian Dick Emery, impersonating some of his best characters.
In the advert, the interviewer goes around in an airport asking travelers (Mr Emery plays different personas) why they were going to Malta on holiday. The reasons given were cheap car hire, hot and “ever so friendly” people, villas, apartments, cheap booze, and – of course - nightlife.
Ironically, Malta has been recently dubbed as a party island with an eye-catching nightlife by the British press, an unwelcomed “advert” for many locals.
VIDEO
Sunkist is the one
For many, the sight of a Sunkist bottle is a clear reminder of an ice-cold beverage easing the hot temperatures on a typical summer day in Malta.
Capturing the essence of this feeling is an old 1990 advert of Sunkist. Sharing clips of people on the beach in a Baywatch-like style, many young adults are seen drinking from a Sunkist can with an ongoing song saying: “Drinking in the sun, Sunkist is the one”, a tune which many locals still remember to this day.
According to Raċanċ, a Facebook page used as a virtual diary to record collectibles and vintage items, Sunkist was bottled locally by Farsons .
The advert for the Nintendo published By Dr Chris Funkytown / Facebook
The Nintendo Game boy at Forestals in Sliema
Did you have a Game Boy? Then you probably remember buying Super Mario, Top Gun 2nd, Roger Rabit, Adams Family and Mickey Chase from Forestals, or at least saw the advert.
The advert was featured in DJ Chris Funkytown’s Facebook page: ‘Ghal min ihobb in 90’s f Malta’, who frequently shares images of items from the 90s.
The bottom right corner of the advert, shows the Forestals still operating from its previous headquarters in The Strand, Sliema.
The advert, published in 1993 shows new games arriving at the store compatible with the Nintendo Gameboy. Additionally, it also shows original nintendo consoles who were available at the store.
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