Beer In Ads #290: Coors, His Truth Is Marching On

Monday’s ad is for Coors from around 1990, featuring the painting by artist Ellis Wilson entitled Funeral Procession. It was painted in the 1950s and currently hangs in the Aaron Douglas Collection in the Amistad Research Center at Tulane University, New Orleans, Louisiana.

The painting became well-known in 1985 “thanks to its appearance in the plot of an episode of The Cosby Show in 1985, during the second season of the long-running series. In the program, Mrs. Huxtable acquires the painting—which is ostensibly by her “great-uncle Ellis”—at auction, paying $11,500. At the end of the episode, Dr. Huxtable hung the painting over the living-room mantel, where it would stay for the duration of the series.” Coors used the painting for an ad celebrating Martin Luther King Jr. Day. The ad uses the slogan “His Truth Is Marching On” with a subtitle “In memory of the dream …”


Here’s the original painting:



  1. Valerie Graves says

    I was the co-creator, with art director Aaron Bell, of this ad. It was an award-winner that has always been one of my favorites. Thanks for the memories!

    Valerie Graves

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