Adverts | 1930 | Sound | B/W
Neon sign showing 'CAVALLA - THE CHAMPION CIGARETTE', then another neon sign saying 'FEATURING JOE LOUIS UNDEFEATED HEAVY-WEIGHT CHAMPION OF THE WORLD.' Followed by a third sign saying 'PRESENTED IN CO-OPERATION WITH CAVALLA LIMITED'.
Advert starts with Joe Louis in a suit and trilby hat, carrying a suitcase, walking along a dirt-track. On hearing something he turns round and thumbs a lift from the approaching car. The black saloon car passes him by. We next see him sat on the back of an open truck, with his head rested on his fist. Having secured a job with a contractor he witnesses his foreman knock one of the employees to the groundwith a right hook. Tapping the foreman on the back, Louis reprimands him for picking on a small guy. The foreman swings a punch but it is blocked by Louis, and he floors the foreman with a right-hook. The employee gets to his feet and examines Louis' fist. He then takes a packet of Cavalla cigarettes from his pocket and puts one in his mouth.
Next we see Louis in boxing gear shadow fighting in a ring, then outdoors on the punchbag and punchball. The employee Louis previously helped is in the outdoor ring adjusting Joe's boxing gloves. Louis in headguard, has a gumshield inserted into his mouth by another man. They leave the ring and Louis spars with another boxer in headguard. Louis is seen throwing punches, but none land. Spectators outside the ring are shown watching excitedly. We see one of the spectators open a box of Cavalla cigarettes and take one and put it in his mouth. Another spectator helps himself as the smoker watches the action in the ring. We get a close-up of the cigarette box as the owner bemoans the decreasing amount. Louis continues his pattercake sparring session with his partner. What appears to be a punch that has landed throws his partner against the ropes. The trainer intervenes and calls time.
Next we see Louis in dressing-gown having his gloves removed by his handlers. Cut to crowd of spectators making their way into an indoor boxing arena. Louis is then shown in the dressing room wearing a satin style dressing-gown. The former work employee he helped has assumed the mantle of manager and wears a double-breasted suit, shirt, tie, and trilby hat. Louis is shown climbing into the ring through the ropes. Cut to dinner-suited commentator at ringside behind his microphone. The fight commences with Louis appearing to be getting the better of his opponent. His trainer and manager look on in awe. Louis floors his opponent with a flurry of punches. The referee counts out his prostrate opponent. Abrupt end.
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