Chess in Advertising Although Chess isn't a common theme in advertising, the practice goes back at least a century and a half when Kaichen & Rothschild usurped Morphy's image to sell their cigars (made of the finest Cuban yara tobacco).
While the media still tend to portray chess players as peculiar, anti-social recluses, the Advertisement field, which seems to know more about human nature than almost anyone, uses Chess to convey the idea of discriminating taste and savoir-faire - that is, Quality.
Perhaps that the truer conception that the general public holds of Chess and it's disciples .
Throughout the years, Ads using a Chess theme have covered many products-
in addition to the Morphy ad above, Old Gold cigarettes used a chess theme
Then there's Automobiles:
Red Cap Ale
Seguin Acqua di Colonia
En Tel of Argentina
Kromekote Paper Products