“Oh, I always wanted one.” Smirnoff ad

According to type historian Mac McGrew, “Bulfinch Oldstyle was designed in 1903 by William Martin Johnson on behalf of the Curtis Publishing Company, owner of The Ladies’ Home Journal. Curtis specified a design devoid of oddity or freakishness, yet graceful and legible. Adjustments for practical foundry production were made by Morris F. Benton. Although it was used extensively as heads in their magazine, it was advertised to printers in general in 1905.”

In 1977, Smirnoff used Bulfinch Oldstyle – or its revival Nevada Serial – with tight letterspacing in a magazine ad for their vodka.