Gustaf Tenggren's commercial illustrations

One of a series of Heisey's Glassware advertisments that illustrated the history of glass through the ages

Parallell to the children's book and magazine illustrations, the important advertising commissions made way for Gustaf's commercial success in America. To be hired as an artist for one of the larger companies' campaigns for the biggest nation-wide magazines meant a considerable income and consolidated the artist's position among the foremost in the business.

A box of Blue Moon Silk Stockings, one of Gustaf Tenggren's most noticed campaigns

For Gustaf, that meant year-long series of ads for silk stockings, silverware and glassware. One single commission could bring more than a thousand dollars in payment to the most famous illustrators, as Coles Phillips, J. C. Leyendecker or John LaGatta. For every top name fighting for a place in the sun, there was a large number of medium quality artists, filling the continuously growing weekly and daily press with illustrations. To stay on top of the pyramid meant the difference between a life in luxury and fame or one in constant struggle for survival.

Advertisement for Rogers Bros Silverware. Gustaf's pirate girl, collecting silver treasures, became very popular and appeared in a number of different ads throughout the twenties