Miss Springmaid

WETA+

KQED (Free)

Discover how an innovative ad campaign made Springmaid sheets a household name.

Overview

"Colonel" Elliott White Springs spearheaded an innovative ad campaign to sell bed sheets that changed the approach of the country's advertising industry. He began acquiring and commissioning artwork depicting attractive young women as "Springmaids." He copiously employed sexual innuendo in his ad copy. Many were outraged by his approach, but there was convincing proof that "sex sells."