The Philip Morris Playhouse grew from an earlier program called Johnny Presents, which included music and drama performances. Johnny Presents, too, was sponsored by Philip Morris. It was named after Philip Morris' trademark midget bellhop, Johnny Roventini. This show includes the famous commercial, "Callll for Philip Morrriiiiiiaaaasssss, yelled by none other than Johnny. This commercial began when ad man for Philip Morris spotted Johnny the bellhop in the Hotel New Yorker, and thought up the scheme to have him run around the lobby yelling "Last call for Philip Morris! He was an instant hit, henceforth receiving $20,000 a year for advertising for the company.