Vintage Toronto Ads: D-Day

As the reprints of older Vintage Toronto Ads columns wind down, this is the first in a new, occasional series. 

star 1944-06-06 front page

Front page, Toronto Star, June 6, 1944.

As Canadians participated in the D-Day invasion, newspaper advertisers expressed their feelings, hopes, and prayers about its outcome. Here is a sampling of some of those ads, as published in the Globe and Mail and Toronto Star.

star 1944-06-06 simpsons d-day ad

Toronto Star, June 6, 1944.

Simpson’s department store suspended its normal sale ads for several days, starting on D-Day with a full-page prayer taken from Francis Drake’s attack against the Spanish at Cadiz in spring 1587.

star 1944-06-06 page 2 prayers at old city hall

Toronto Star, June 6, 1944.

Near Simpson’s Queen Street flagship, the public gathered for a prayer meeting outside (Old) City Hall. Elsewhere in the city, schools held special assemblies, and all Anglican churches prepared for special services at 8 p.m. that evening. St. Michael’s Cathedral reported people streaming into the church as early as 7 a.m., many of whom were wives and children of soldiers serving in Europe. Special services were also scheduled at several war productions plants, including Massey Harris and, out in Malton, Victory Aircraft.

star 1944-06-07 simpsons d-day ad

Toronto Star, June 7, 1944.

gm 1944-06-09 simpsons ad

Globe and Mail, June 9, 1944.

Simpson’s followed up the prayer ad with two spotlighting leaders of the invasion. There was also an invasion-tinged full page spot marking King George VI’s official birthday celebration, even though his actual 49th birthday wasn’t until December.

By contrast, rival Eaton’s continued with their normal advertising, only adding an invitation published on June 6 from Mayor Frederick Conboy to attend a civic prayer service in front of City Hall two days later.

star 1944-06-06 page 19 invasion news at movie theatres

Toronto Star, June 6, 1944.

For regular updates on the invasion, moviegoers could catch the latest at the Uptown and Loew’s (now the Elgin) theatres on Yonge Street.

star 1944-06-07 page 14 cjbc ad

Toronto Star, June 7, 1944.

Radio listeners could follow CBC’s invasion coverage. CJBC, the flagship station of the CBC’s recently formed Dominion Network, swapped frequencies with CFRB in 1948 and moved to 860 AM.

gm 1944-06-07 page 13 birks ad

Globe and Mail, June 7, 1944.

gm 1944-06-09 ibm ad

Globe and Mail, June 9, 1944.

Two examples of ads from the business community.

gm 1944-06-07 page 7 ontario men in invasion

Globe and Mail, June 7, 1944.

A listing of some of the Ontario residents who took part in the invasion.

Finally, a pair of editorials: one from the city, one from an outlying area.

star 1944-06-06 page 6 editorial

Toronto Star, June 6, 1944

orono weekly times 1944-06-08 editorial

Orono Weekly Times, June 8, 1944.