Their claim of "world's smallest pocket camera" is a base canard. The Minox had been out for more than two decades by the time that ad ran, was about the same length and much narrower and thinner. And had a better lens. And held more exposures.
I don't recall for certain, but I think the Minolta 16, Edixa 16, and Rollei 16 were also out before the 110 cartridge debuted in the late 1960s (yep, just looked it up -- Edixa in 1960, Minolta in 1962, and Rollei in 1966). Edixa and Rollei loaded like a 35mm, but the Minolta used a drop-in cartridge that was designed to be reloadable. And they all had better lenses than the Pocket 30 (the Pocket 50 and 60 were a different breed).