Bronze of Caligula, 37 A.D., from the Ancient Coins series (N180) issued by Wm. S. Kimball & Co. 1888

This is a collector card from a series made by the American tobacco company William S. Kimball, probably in the 1880s. It depicts a bronze coin issued during the reign of the Roman Emperor Caligula, who ruled from 37 to 41 AD. The card points to an interesting intersection of commerce, classical antiquity, and popular culture. Kimball was not interested in art history per se but rather in the cultural prestige that came with associating his brand with the distant past. In the late 19th century, ancient civilizations like Rome were often idealized as models of political and artistic achievement, especially in the architecture of government buildings and museums. In contrast to the high-mindedness of official institutions, the Kimball company was more interested in making classical antiquity accessible for mass consumption. These cards would have been included in packs of cigarettes, acting as miniature advertisements and teaching tools. As art historians, we can look at advertisements like these as artifacts that tell us about how classical antiquity has been perceived and used in different cultural contexts. We might examine company records or social surveys to better understand this phenomenon.