This card is listed in our original Churchman Cartophilic Reference Book No.10, issued in 1948, as item 32, issued in November 1938
1 Christmas Greetings Card. Size 2 7/10” x 2 1/10” or 68 x 53 mm. Printed in black on white card. One side inscribed “Christmas Greetings” with Churchman`s full title, and the reverse shows Father Christmas and the inscription “Tell the Children I`ll be down in 15 minutes. Explain that I`m just enjoying a CHURCHMAN`S No.1”. Printed by Mardon, Son and Hall.
Those of a more politically correct nature may find this truly shocking, for not only is Father Christmas smoking, but he wants the children to know, and he is also hoping that when they get old enough to smoke they will remember the brand that he uses. Talk about product placement. Yet strangely, cigarettes were given special Christmas packet sleeves, and Father Christmas featured heavily in the advertising. Look at this website if you dont believe me
Another strange thing is that I presumed the picture was the front, but according to the reference book the picture was supposed to be the back. This is not usual for cigarette cards, so those records must have come from Churchman themselves.
I thank Mr. Sparks for writing and telling me that it is actually listed in our World Tobacco Issues Index as well, so the above title has been corrected with that code.