Chess and Advertising
By Bill Wall
Since the 1800s, chess has been used in advertising campaigns. Products that have features chess include:
Air conditioners: Hoffman Controlled Heat
Aircraft companies: Boeing, Bristol/Ferranti, Douglas
Airlines: Pan American
Ale: Carling’s Brewery, Red Cap
Aluminum: Bohn Aluminum & Steel
Anti-gas: Gas-X
Banks: Bank of America, First National City Bank, Pasha
Basketball: NBA
Beer: Bass, Carta Blanca, Miller, Rheingold, Schlitz
Big Brother, Big Sister
Bourbon: Old Grand Dad
Bras: Maidenform
Brandy: Armagnac
Blouses: Sears
Business center: Kyivstar
Cameras: Kodak
Car shift knobs: Amco
Cards: Duratone
Carpets: Cabin Crafts carpets
Cars: Audi, BMW, KIA, Land Rover, Mercedes-Benz,Opel, Renault
Chandeliers: Schonbel
Chess computers: Chafitz, Chess Challenger, JS&A, Mattel, Novag
Chess programs: Colossus, Sargon
Chess sets: Football chess, Franklin Mint Civil War set, Harry Potter chess set, Home Paraphernalia, Lowe, Marvel Chess Collection, Milton Bradley, Royal Family, Salvador Dali chess set
Cigarettes: Camel, Dunhill, India Kings, Kent, Marlboro, Old Gold, Pall Mall, Rothman’s, Saratoga
Cigars: Chess Cigar Company, Kaichen & Rothschild
Clothing: Bon Jour Paris, Diva fashions, G-Star
Cognac: Hennessy, Martell
Cologne: Avon, Courtley
Communication company: Ericsson
Computer companies: AMD, Hewlett-Packard, IBM, University Computing Company
Computer processors: Intel Pentium Processor
Defense companies: Bendix, Lacroix, Thomson
Department stores: Marshall Field
Deodorant: Old Spice
Design group: FineLine
Diamonds: De Beers
Eyeglasses: Stanley Blacker Univis
Fiber: Kodel Fibers
Floors: Armstrong, Congoleum
Gin: Bombay
Gum: Wrigley’s Freedent
Hair spray: Command Men’s Hair Spray
Headache cures: Tiger
Hockey: NHL
Hotels: Hodels de Paris
Houses: Underground
Insurance companies: Geico, General Re, New York Life, Standard Accident
iPad
IT service company: NIIT
Jewelry: Tacori
Ketchup: Werder
Liqueur: Benedictine, Grand Marnier
Marine Corps
Milk
Mineral Water: Vittel
Motor Oil: Pennzoil
Movies: On the Chess Board of Fate, Pawn Sacrifice, Star Trek
Nail polish: Chen Yu
National Association of Home Builders
Necties: Chanel
Oil companies: Chevron
Orange juice: Chess Queen Orange Label, Mission Dry
Liqueur: Cointreau, Grand Marnier
Necktie: yApre
Paper products: Champion Paper and Fiber, Kromekote
Pasta: Ronzoni
Perfumes: Avon, Givenchy Ysatis, Mary Chess, Tocadilly Rochas, Yves de Sistelle
Phones: Motorola
Pipe tobacco: Granger
Plumbing: Horizon
Property developers
Radios: Atwater Kent, JVC
Razor blades: Probak
Records: Little River Band
Rum: Puerto Rican Rum
Securities companies: Arctic
Search engine: Alta Vista
Shampoo: Head & Shoulders
Shirts: Arnel, Arrow, Van Heusen
Shoes: Reebok, Regal
Skis: Hart
Soap: Mary Chess
Soft drinks: 7-Up, Canada Dry, Coca-Cola, Pepsi, Red Bull, Tab
Suits: Botany 500
Tampons: Playtex
Tires: JK Tyre, Pirelli
Tonic water: Schweppes
Trust Companies: Irving Trust
TV: GE
TV dinner: Stouffer’s
TV shows: Bob Hope Special, Charlie’s Angels
Universities: Webster University
Vacuum cleaner: Siemens
Viagra
Video Games: PlayStation3
Vodka: Smirnoff
Voting ad
Watches: American Watch Company, Balmain, Blancpain
Water: Canada Dry
Whiskey: Ballangtine’s, Chivras Regal, Fine Arts, Highland Queen, Kentucky Tavern, Lord Calvert, Mount Vernon, Old Crow, Sanderson’s, Seagram’s, Suntory, Teacher’s Highland, Three Feathers, Walker Deluxe, Wild Turkey
Windows: Anderson windows
Wine: Paul Masson
Worcestershire sauce: Lea & Perrins
In 1849, The Jaques Staunton chess-men were first advertised in the September 29, 1849 issue of the Illustrated London News, and endorsed by Howard Staunton.
In July 1859, The Morphy Hat, a French soft hat, and the Morphy Cigar (special brand ordered from Havana) were advertised in the Boston and New York papers after Paul Morphy’s victorious return from Europe.
In October 1859, Paul Morphy became the first sports or chess figure to issue a commercial endorsement when he declared a watch made by the American Watch Company, “I have examined the contents of this watch and find it to be made of 100 percent genuine machinery.” One ad appeared in the 1859 Debow’s Review. Another endorsement appeared in the 1861 Prairie Farmer.
In 1914, Underground of London, maker of houses, had an advertising poster of houses on a chess board. The tag line was, “Your next move and your best is on to Underground.”
In 1914, several print ads were made to advertise the movie On The Chess Board of Fate. The movie was a two-reel melodrama dealing with hypnotism.
In 1926, Atwater Kent radio had a print ad of a radio next to a chess set.
In 1929, Hoffman Controlled Heat had an ad of two men playing chess in suits in a flexible home of heat and cool.
In 1930, Mission Dry Sparkling Orange Juice had an ad that ran in the March 8, 1930 issue of Saturday Evening Post, showing a chess set and two classes of orange juice on the sides.
In 1931, Probak razor blades had an ad of several clean shaven men sitting and standing around a chess set. It was advertised in the Dec 1931 issue of True Detective Mysteries.
In the 1930s, the Hotels de Paris (Hotel Regina, Hotel Majestic, and Hotel Calais) advertised their hotels that were frequented by leading chess masters such as Alekhine, Lasker, Capablanca, and Marshall.
In 1932, Armstrong had a print at for their linoleum floors, which showed a room with a chess set and chess table.
In 1934, Camel Cigarettes featured former U.S. chess champion Frank Marshall in one of its advertisements, which appeared in the April 28, 1934 issue of The Saturday Evening Post. The ad also appeared in the 1934 Liberty Magazine and the April 1934 issues of Popular Science.
In 1934, Standard Accident Insurance Company had a print ad of a White queen and knight on a chess board. The tag line was “Forethought wins.”
In 1936, Highland Queen Scotch Whisky ran a print ad with a chess board and a bottle of whiskey, with the tag line, “The Queen Dominates.” It also featured a chess diagram and a chess problem.
In 1937, Mount Vernon Rye Whiskey had a print ad of two men playing chess with the ghost of George Washington looking on. The tag line was, “The Present toasts the Past in Mount Vernon!”
In 1937, Canada Dry had a print ad for their Sparkling Water with a chess set and pieces in the background. The tag line was “When a long sparkle is a necessity.”
In December, 1937, Teacher’s Highland Cream Scotch Whisky had an ad with two men playing chess and a third man watching the game while holding a glass of Scotch.
In 1940, Mount Vernon Rye Whiskey had a print ad of two men playing chess as a third man watches. The tag line was “Today…as down the distant years..the symbol of true hospitality.”
In 1941, Pennzoil motor oil had a print ad showing a chess (checker) board, with the tag line, “Your move, trouble.”
In 1942, Miller High Life beer had an ad of a bottle and glass of beer on a chess set. The tag line was, “Enjoy Life with Miller High Life.”
In 1942, a Mary Chess Chessmen soap and shaving lotion was advertised.
In 1944, Regal shoes had a print ad of shoes next to a chess board with orange and white pieces. The tag line was “They’re Cordovan – Leather of Kings.”
In 1944, Walker’s DeLuxe had a print ad of their whiskey and two men near a chessboard as one is answering the phone. The tag line is “First Grandson – 2 words that mean heart-thumping pride. Two words that mean smooth whiskey – Walker’s DeLuxe.”
In 1944, Lord Calvert had a print ad of a man sitting at a chess table with some chess pieces in the middle, with a glass of whiskey on the chess table.
In 1945, Coca-Cola had an ad featuring images of some air force military men playing chess in a bar, with the tag line, “Checkmate, pardner…Have a Coca-Cola.” And, “…refreshment fulfills a friendly mission.” The ad appeared in the August 1945 issue of National Geographic.
In 1945, Canada Dry had a print ad of two men playing chess with two glasses of Canada Dry water fizzing on the side. A butler is holding a tray of two bottles of Canada Dry. The tag line is “Better quiet down these drinks, Pierre.”
In 1945, Fine Arts Whisky had a print ad with a few chess pieces above the bottle. The tag line was “There’s always a best of everything.”
In 1945, Courtley had a print ad for a man’s cologne in a bottle with two chess knights on the lid.
In 1946, Armagnac Brandy had a print ad of a chess set with a glass of brandy on the side.
In 1946, Kentucky Tavern whiskey had an ad that showed a chess set with two glasses of whiskey and a book called Chess and Double Check.
In 1946, Three Feathers Whiskey had an ad with three glasses of whiskey on a chess board surrounded by pieces. The tag line was, “The next move is yours.”
In 1947, Mary Chess perfume had a magazine ad that featured a bride with perfume bottles shaped like chess pieces.
In 1950, Chen Yu had a print ad advertising their nail polish with a lady moving a chess piece on a chess board, showing her nails.
In 1951, Sanderson’s Vat 69 Scotch Whiskey had a print ad with a bottle of scotch and a glass on a tray next to a chess set.
In 1951, Bohn Aluminum had a print ad that showed an armored hand moving a red pawn. The tag line was “Every red move is calculated to checkmate freedom.”
In the 1950s, Carling’s Red Cap Ale had a print ad showing a red cap, a bottle of their ale, and several white chess pieces.
In 1952, Sanfor Company had an ad promoting Sanforized fabrics. A lady is on a chess board with a king and knight, checking out her dress that does not shrink. The tag line is “Check and Double-Check.”
In 1952, Woman’s Day magazine had a print ad featuring chess pieces and the queen reading Woman’s Day magazine.
In 1953, Arrow men’s white shirts had a print ad with a man in suit and tie. The tie has chess pieces on it as a pattern.
In 1953, Van Heusen had a print ad for their men’s shirts showing two men playing chess as a third man watches.
In 1953, Martell Cognac had a print ad with a glass of cognac on a chess board next to a knight. The tag line was, “Depuis 1715 jamais en echec!”
In 1954, Diva fashions, tailored by Evan-Picone, had an ad of a woman standing on a chess board with a few chess pieces on some squares.
In 1954, Old Gold cigarettes ran a print ad featuring a nice chess set with a pack of Old Gold cigarettes at the side of the chess board. It advertised, “Your best King Size move…”
In 1954, Old Crow ran a print ad of men playing chess as other watch. The tag line is “A friendly game at Col. Crow’s, 1848.”
A 1955 Mary Chess print ad showed a perfume bottle in the shape of a queen.
In 1955, Marlboro cigarettes had an ad of a man holding a chess piece while smoking.
In 1955, there was a print ad of a carton of Kent cigarettes as a Christmas present surrounded by chess pieces.
In 1955, Rheingold beer had a print ad featuring Edmund Gwenn, and English theater and film actor, playing a game of chess, and then having a beer.
In 1955, the beer industry had a beer and ale ad to promote beer and ale. It featured a lady and a man playing chess with a bottle and glass of beer on the side of the chess board. The tag line was, “In this friendly, freedom-loving land of ours…Beer Belongs – Enjoy.”
In 1956, Seagram’s had a print ad for their V.O. Canadian Whisky with a shelf of chess sets from a variety of different countries.
In 1956, Kodak had a print ad of a camera and projector on top of a chess table with a chess clock and some chess pieces.
In 1956, yApre Profile necktie had an ad of a necktie on a chess king.
In 1956, Diva fashions, tailored by Evan-Picone, had an ad of a woman standing on a chess board with a few chess pieces on some squares.
In 1957, Prince Gardner had a print ad of their billfold, cigarette case, and lighter on top of a chess board, surrounded by a few chess pieces.
In 1956, Consolidated Electrodynamics had several print ads with some red chess pieces denoting strategy. The tag line was, “Like chess champions, management today is capitalizing on scientific systems to stay ahead of competition.”
In 1958, First National City Bank had a print ad showing two men playing chess. The tag line was “Beware the White Knight.”
In 1958, GE had a print ad of their TV on a table with chess board and pieces.
A 1958 Mary Chess print ad featured a chess strategy perfume bottle in the shape of a knight.
In 1958, Ballantine’s had a print ad for their Scotch Whisky. The bottle was placed on a chess set with pieces in the background.
In 1958, a Mary
Chess print ad showed a man and a woman behind a chess bottle perfume in
the shape of a queen. The tag line is “Ummm, you smell like a fresh
chess carnation.
In 1958, Pall Mall cigarettes had an ad with a pack of Pall Malls on a chess board.
In 1958, Cabin Crafts carpets had an ad with a chess set on top of a carpet rug. The tag line was, “Cabin Crafts puts color in its proper place.”
In 1959, Boeing had a print ad of missiles on a chess board.
In 1959, Bendix had a print ad of aircraft as white pieces and defensive weapons as black pieces trying to shoot them down. The tag line was “Checkmate in the face of enemy countermeasures.”
In 1959, Champion Paper and Fiber Company made an ad with a chess board and chess piece. The tag line was, “A new move to serve you!”
In 1959, Rothman’s cigarettes had an ad in Woman’s Day featuring two men playing chess and a lady watching. All of them are smoking. One of the men was John Purdy, the Australian chess champion.
In 1959, Puerto Rican Rum had a print ad of two men playing chess. The tag line was “I brought home a new chess defense from Puerto Rico…and the good news about dry rum.”
In 1959, 7up ran an ad in Sports Illustrated of a cartoon with two men playing chess. The tag line was “Shhh! Men at play – and Seven-Up at work.”
In 1960, Celanese Arnel Excello shirts had a print ad of a man wearing an Arnel shirt thinking over a chess position. The tag line was, “You can relax…This is Arnel.”
In 1960, New York Life Insurance Company had a print ad of a man playing chess with a child superimposed on a watch. The tag line was “Time brings fewer cares.”
In 1960, Bank of America had a print ad of a rook (castle) with a house on top being moved on a chess board. The tag line was, “Protect your castle! In chess – or in protecting and preserving an estate – long-range strategy is of greatest importance.”
In 1960, Benedicitine Liqueur had a print ad of a lady and man playing chess. The board is set up wrong.
In 1961, Pirelli tires had an ad of five tire models and chess pieces on an orange background.
In 1961, Congeleum final floors had a print ad showing a room with a chess set and table on the side.
In 1961, Duratone had a print ad for their playing cards and a gift set that included a chess set.
In 1961, Paul Masson had an ad with wine bottles on top of a chess board. The tag line was “Wine Made Easy.”
In 1961, Andersen windows had an ad showing a family room with a chess set in the middle of it.
In 1961, Varian Associates had an ad for radar klystrons (microwave tubes) showing a White Knight and a Black Knight. The tag line was, “White’s Defense at 76 degrees North, 68 degrees West.”
In 1962, Paul Masson had a print ad of their brandy with a chess problem and a few chess pieces next to the glasses. The tag line was “Try the Paul Masson Gambit.”
In 1963, Botany 500 had an ad for a mark 10 suit. A man dressed in suit and tie is standing over a chess set holding a chess piece. The tag line was, “The Personal Touch.”
In 1963, British aircraft company Bristol Ferranti had a print ad of one of their aircraft as a chess piece on a chess board.
In 1963, Old Grand Dad bourbon featured a print ad with two bourbon bottles surrounded by a chess board and pieces, with the tag line, “Either way, the perfect move.”
In 1964, Irving Trust Company had a print ad with a variety of exotic, carved chess pieces.
In 1964, Tab, a soda pop by Coca-Cola, had an ad with a chess set in the foreground and a bottle and glass of tab in the background.
In 1965, Chevron Standard Oil of California had an ad of two men in a tent playing chess. The tag line was, “They take American friendship with them …everywhere they go.”
In 1964, Paul Masson had a print ad of their brandy and an advertisement of the 1964 chess tourney, along with three chess puzzles and a Koltanowski chess ring prize.
In 1965, Paul Masson wine had an ad with a bottle of champagne and a knight, and featuring a George Koltanowski chess puzzle. The tag line was, “Tonight Could Be the Knight.”
In 1966, Paul Masson wine had an ad of two wine bottles on a chess board with a chess puzzle in the upper right. The tag line was “Son of Koltanowski?”
In 1965, Douglas Aircraft had a print ad called Missile chess. It had a variety of its missiles on a chess board.
In 1966, Neely Sales, an exclusive sales and service for Hewlett Packard, had an ad for their 1966 calendar, featuring a glamorous woman dressed in green sitting by a chess board and holding a chess piece in her hand. The tag line was, “your move.”
In 1966, there was a print ad to remind people to vote. It had a chess set and board in the middle of the ad. The tag line was “All that is necessary for the forces of evil to win in the world is for enough good men to do nothing.”
In 1967, Bass beer had a print ad showing a mug of beer in front of a chess set, with the chess pieces similar to the walrus ivory Lewis chessmen. The tag line was “They are for players who appreciate the best and get it. Bass drinkers.”
In 1967, Schlitz beer had a print ad of a father and son playing chess. The tag line was “Father: ‘What’s your next move, son?’ Son: ‘To the refrigerator.’”
In 1967, Marshall Field had a print ad of a baroque chess set available at its stores. The tag line was “The game is kingdoms, the stakes are thrones.”
In 1968, Kodel Fibers had an ad featuring a man and a boy relaxing and playing chess. The tag line was, “Make mine the fiber that still looks neat after the big game. Kodel.”
In 1968, Sears had a print ad for a Perma-Press blouse. It shows a lady reclining while holding a chess piece over a chess board. The board is set up wrong. The tag line is “The neatniks are getting ruffled.”
In 1969, Command Men’s Hair Spray had a print ad of a man playing chess while being watched by a woman. The tag line was, “When the name of the game is great grooming the name of the line is command.”
In 1969, Suntory Royal had a print ad for its whisky. The bottle was on top a stack of books surrounded by chess pieces. The tag line was “if you enjoy rare things.”
In 1969, a game called Football Chess was advertised. There were 11 men on each side, just like football. Checkmate was called “Downing the Quarterback.”
In 1971, L M Ericsson of Sweden, a communications company, ran a print ad for their radar, showing a man moving a king on a chess board surrounded by pieces. The tag line was “Concentration.”
In 1972, JVC Electronics had a print ad for one of their radios with a chess set on top of it. The tag line was “When you get tired of playing rock you can always play the rook.”
In 1972, Bob Hope had an ad to promote his Bob Hope All Star Special, starring David Cassidy, Mark Spitz, Alexis Smith, World Chess Champion Bobby Fischer, and The Carpenters.
In 1972, Hart skis had a print add with Hank Kashiwa skiing on a chess set with some chess pieces in the background. The tag line was: “Moving easy with Hart ski.” Another Hart ski ad showed a chess set in the snow and black chess pieces about to si.
In 1973, Playtex tampons had a print ad of a woman playing chess around a bunch of men. The tag line was, “Are you sure your tampon keeps you odor-free?”
In 1973, Cointreau liqueur had an ad featuring two people playing chess and two others observing, with a bottle of Cointreau in the background. The tag line was, “Cointreau…the art of lingering.”
In 1973, Kent cigarettes had an ad page with a package of Kent cigarettes next to a chess set.
In 1974, Lea & Perrins Worcestershire sauce had a print ad showing Mr. Lea and Mr. Perrins playing chess.
In 1975, Carta Blanca Mexican beer had an ad of a glass of beer and the beer bottle in front of a chess set.
In 1977, Stanley Blacker Univis had a print ad of 5 men wearing glasses in front of a chess set. The chess set is set up wrong.
In 1977, Charlie’s Angels had a poster of all three Charlie’s Angels (Kate Jackson, Jaclyn Smith, and Farah Fawcett) on one side of the chess board making a move.
In 1977, De Beers Diamonds had a print ad showing a man holding a chess piece. On his finger is a men’s diamond ring. The tag lines were, “All his life he’s been a tough competitor. To him, second place isn’t good enough. But his happiest moment came last week when his 11-year-old daughter beat him at chess. He’s a special kind of man. A diamond is for him.”
In 1977, Saratoga cigarettes had a print ad of a man playing chess and waiting for his opponent to move. The tag line was, “Wait ‘til I finish my Saratoga.”
In 1977, Smirnoff Vodka had a print ad with an empty bottle of Smirnoff Vodka filled with a White Queen chess piece embracing and kissing the Black King chess piece. The bottle is on the chess board with other chess pieces in front of it. The tag line was, “Pure Mate.”
In 1978, the Salvador Dali Chess Set finger pieces were advertised.
In 1979, JS&A chess computer had an ad of its chess computer with a picture of world champion Anatoly Karpov. The title of the ad was “Karpov Accepts,” which was an endorsement of the chess computer.
In 1979, Chafitz advertised their chess computers. Their tag line was “These Games Think.”
In December, 1979, Fidelity Electronics of Miami published an ad for the Voice Chess Challenger (first appearing in Omni magazine). It was advertised as “The Perfect Chess Opponent! It Thinks…It Talks…It ‘Sees’ Every Move You Make!”
In 1980, an ad appeared for its Fidelity Chess Challenger 7. The title of the ad was, “Genius Offspring.”
In 1981, Mattel Electronics had an ad that featured its Mattel Computer Chess. The tag line was, “Computer Chess checkmates the leading competitor.”
In 1982, Bombay distilled gin had a print ad with a blue and orange chess board, with the tag line, “Play to win.”
In 1982, Kodak had a print ad of a chess piece on a board. The tag line was “Playing ionic chess to make silver sensitive.”
In 1983, IBM had a print ad showing a chip design of an IBM 4151 Super-Mini. The tag line was, “The board’s half the size of a thumbnail, with 100,000 pieces. And it’s your move.”
In 1983, Bon Jour Paris clothing had a print ad of a woman standing over a chess board with a few pieces knocked over.
In 1984, The National Historical Society ran a print ad for their Civil War chess set made by the Franklin mint.
In 1984, Hennessy Cognac had an ad of a man and a woman playing chess and drinking their cognac. The tag line was :Hennessy: the civilized way to surrender.”
In 1985, General Re insurance company had a print ad showing a queen and king being forked by a knight. The tag line was “Diversity is a powerful asset.”
In 1985, the Little River Band had a album that featured a man wearing sunglasses that reflected a chess board looking over a chess board that had people on it. The tag line was “Playing to win.”
In 1985, Thomson Systems had a print ad of defense vehicles on a chess board.
In 1986, there was a print ad for the Colossus Chess IV chess program for the Apple 2 Series and Commodore. It featured a carved knight on a chess board.
In 1986, Wrigley’s Freedent gum had a print ad of a man playing chess and being snuggled up by a woman. The tag line was, “Go ahead, get close.”
In 1986, Dunhill cigarettes had an ad with a computer chess board and a pack of cigarettes on the side.
In 1987, Thomson Systems and Weapons Group ran a print ad of aircraft flying over a chess board that had a queen on top of it. The tag line was “The smart response to the low blow. The Thomsonian defense – outsmarting the opposition.”
In 1987, Schweppes tonic water used Garry Kasparov in one of its Spanish television commercials to advertise its product.
In 1987, Hayden Software ran a print ad for their Sargon III computer chess program.
In 1988, Louis Vuitton French fashion house had a print ad, called the art of travel. It featured travel gear and a chess set.
In 1988, Givenchy Ysatis perfume had a print ad of a lady at a costume party sitting a a chess table.
In 1990, the French defense company Lacroix had a print ad of an aircraft, tank, and ship as chess pieces on a chess board.
In 1990, a Marine Corps commercial used chess as a backdrop for recruiting. The commercial featured a life size chess board with real horses and knights. The Marines also had a 1992 print ad of a chess board and pieces with a Marine in the background. The tag line, “The warrior’s most powerful weapon is the mind.”
In 1992, Paramount Pictures had a Star Trek ad for their Star Trek Chess Set. It was the Star Trek crew versus the Klingons. It was advertised as the chess set that transcends time and space.
In 1992, Grand Marnier liqueur had a print ad of their bottle and glasses on a chess board surrounded by chess pieces. The tag line was “A Grand Master.”
In 1992, Warner Brothers had an ad promoting its Looney tunes collector’s edition chess set.
In 1992, Chivas Regal Scotch Whiskey had a print ad with a close up of some chess pawns and the Chivas logo on the ad page.
In 1992, Grand Marnier Liqueur had a print ad that had a bottle of liqueur and two glasses on a chess board, surrounded by chess pieces. The tag line was, “A Grand Master.”
In 1993, Maidenform bra had a print ad of a lady playing darts in a restaurant or café, wearing a bra and panties, while two men in the background are playing chess and not paying any attention to the lady. The tag line was, “Maidenform sweet nothings. Right on target with a daring look. The Maidenform Woman. You never know where she’ll turn up.” They also had a Maidenform ad of a lady standing on a chess board with the tag line, “I dreamed I played chess in my Maidenform bra.
In 1994, the Danbury Mint advertised a Star Wars Pewter Chess Set.
Intel had a 1994 print ad for an Intel Pentium Processor. The ad featured chess, games, movies, photos, etc. The tag line was, “What’s the big attraction.”
In 1995, Schonbel Chandeliers had a print ad of a crystal chandelier above a chess set. The tag line was, “Sacrifice anything but the Schonbek.”
In 1995, Paramount Pictures advertised a Star Trek chess set.
In 1995, Chanel Boutiques had a print ad for a necktie with chess pieces design.
In 1999, there was a print ad of a Land Rover Ranger Rover playing chess with a man. The tag line was “It’s not as funny as you think.”
In 2002, Wild Turkey Bourbon Whiskey had a print ad with a bottle and glass of whiskey in the foreground, and two men playing chess in the background. The tag line was, “5:25 PM. Lawrenceburg, Kentucky. The extreme games begin.”
In 2002, Alexandria Kosteniuk signed a sponsoring agreement with the Swiss watch company Balmain.
In 2003, Vladimir Kramnik promoted Blancpain, a Swiss manufacturer of high-quality mechanical watches. His tag line was “Time is precious when you don’t have enough of it.”
In 2006, the National Association of Home Builders had a print ad of boxes marked for moving on top of a chess set with chess pieces. The tag line was “It’s Your Move.”
In 2007, BMW had a print ad for a BMW rally. The tag line was “A BMW rally with two nearby service centers. What’s next, paramedics at a chess tournament?”
In 2008, the AltaVista search engine had a commercial of Garry Kasparov giving a simul. He has to stop and think when one of his young opponents used the Alta Vista search engine with the query “How he can beat Garri Kasparov’s Evans Gambit?” Kasparov grabs a chair, sits down, and starts some deep thinking.
In 2008, Mercedes-Benz released a magazine and newspaper ad showing a chess player in protective gear, with the words, “You can never feel too secure.” Mercedes-Benz also made a commercial with golfer Adam Scott playing chess.
In 2010, Geico insurance company used a soccer announcer (Andres Cantor) to call the moves in a chess game for one of Geico’s commercials. The chess position itself is illegal, with two white bishops of the same color and some other mistakes.
In 2011, Pasha Bank had an ad featuring a chess board and pieces, with a man holding a White Queen in the middle of the Black pieces.
In 2015, the movie Pawn Sacrifice, with Tobey Maguire and Live Schreiber, was advertised around the nation.
