January 25, 1919

Music Trades publishes a new Steinway & Sons ad: “Steinway, the Highest Expression of Musical Arts and Manufacturers”. This marks the beginning of Steinway & Sons new advertising campaign, aimed to emphasize Steinway & Sons piano as a social symbol. In the new campaign’s advertisements, Steinway & Sons refers to its workers as “artisans”, and the famous tagline “Instrument of the Immortals”, coined by Raymond Rubicam, a young copywriter at N.W. Ayer & Son, appears for the first time. (Raymond Rubicam finds it absurd that Steinway & Sons, the company that has made pianos praised by Liszt, Wagner and Berlioz, uses images of female amateur pianists and middle class families in their advertisements. Rubicam prepares a photo of a male model dressed up to look like a romantic pianist-composer at his Steinway & Sons grand piano, illuminated by a ray of light from the sky. A few days after the first ad of the new campaign appears in press, Friedrich Reidemeister, Steinway & Sons’ treasurer and advertising supervisor, informs Raymond Rubicam that “for the first time in 20 years of advertising [Steinway] had actually received a considerable number of voluntary and wholly favorable comments on an ad.” Frederick T. Steinway then gives permission to use the reproductions of Steinway & Sons-owned oil paintings of the great composers and pianists in the new advertising campaign.)