Beer In Ads #2149: Sid Luckman For Pabst


Saturday’s ad is for Pabst Blue Ribbon, from 1949. In the later 1940s, Pabst embarked on a series of ads with celebrity endorsements, photographing star actors, athletes, musicians and other famous people in their homes, enjoying Pabst Blue Ribbon beer. This one features Sid Luckman. He “was an American football quarterback for the Chicago Bears of the National Football League (NFL) from 1939 through 1950. During his twelve seasons with the Bears he led them to four NFL championships. Luckman was the first modern T-formation quarterback and is considered the greatest long range passer of his time.”

In the ad, done when was still an active player, though he would retire the following year, Sid sits in his home, surrounded by a few of his trophies. He holds a glass of beer, but there are two bottles of Pabst in the tray next to him. Either he was a prodigious drinker, or perhaps there’s someone else there in the room with him.

PBR-1949-sid-luckman

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