Thursday’s ad is for the Brewers’ Society, from 1956. Similar to the ads in America by the United States Brewers Foundation that ran around the same time, the British ads used taglines like “Good Wholesome BEER” and “The best long drink in the world!” People are turning red in the face in the tug-of-war contest going on in the ad. I bet I know what they can drink when they’re done building up a thirst. “A cooling drink. A cheering drink. An invigorating drink.”
Wednesday’s ad is for Carlsberg, from 1956. This is the second similar ad for Carlsberg in the last few days using the “Call For Carlsberg” tagline along with the subheading “Lager at its best!” This one features a man hanging from the chandelier, as a bemused crowd below looks up. Chandelier man looks like he’s about to say something, but from the ad copy I think he’s just trying to order another beer from the bar and doesn’t want to stand in line with the rest of the hoi polloi. Kind of a dick move when you get right down to it.
Tuesday’s ad is for Double Diamond, from 1951, which by that time was part of Ind Coope. It’s part of their “works wonders” series featuring the “Double Diamond Man.” After drinking a Double Diamond, it appears that DDM believes he can stop an armed bank robber singlehandedly. The DDM reminds me of a cross between John Cleese and Rumpole of the Bailey. The ad copy almost sounds like their encouraging such behavior. Dutch courage is one thing, but I’m not sure suggesting drinking a beer will make you a hero is necessarily a good message.
Monday’s ad is for Guinness, from 1945. I’m not sure who looks sadder, the camel laden down with ten levels of boxes, barrels and sacks or the dude trying to lead the ship of the desert. I guess neither of them is moving until they get a beer. The illustration feels different then many of the classic Guinness ads, but it was done by John Gilroy, who did most of their iconic ads.
Sunday’s ad is for Whitbread Pale Ale, from 1958. A couple who appears to have been doing some shopping have stopped to peer in a window displaying Whitbread Pale Ale in the window. The sign has the curious phrase “Take away the beer you first thought of.” “Take away” I understand, for which we usually say “to go,” but the rest I don’t understand. “The beer [I] first thought of?” When? Just now? When I had my very first thought about beer? I assume it’s a British idiom that makes sense to an Englishmen, but is incomprehensible to us crass Americans.
Saturday’s ad is for Carlsberg, from 1956. I guess the band is playing pretty loudly, since the woman at the club has to shout to give her order, and even her date seems to be struggling to understand her. Some of the text is great, including saying that the “pleasures of Carlsberg are widely trumpeted” because it “entertains the palate with sparking pleasure.” “It’s a tingling top-liner in taste.” But the best part is the final sentence, reassuring the womenfolk. “Remember, ladies — Carlsberg Lager is guaranteed absolutely pure-brewed, entirely without sugar or chemicals.”
Friday’s ad is for Guinness, from 1946. The ad is illustrated by an H.M. Bateman and shows a foursome all searching for their golf ball on a beach of white stones, making finding their ball a bit look looking for a needle in a haystack. They really don’t look so much tired as the do angry, not that I blame them. The next foursome behind them on the green is most likely tired of waiting for them, too. I don’t know if a Guinness would help, but it probably couldn’t hurt.
Thursday’s ad is for the American Can Company, from 1938. It’s for their “keglined” cans and includes a curiously feminine beer can (I don’t think I realized that cans could be male or female). But the text is pure gold. “I am a beer can. I have no past — no future. I belong to YOU. I was brand new when i was filled. I’ll never be used again. I am clean. I am safe. I am easy to carry, easy to stack. I protect the delicious flavor of beer and ale because I keep out harmful light.” Genius.
Wednesday’s ad is for Tooheys, from 1932. The Australian ad starts with awesome tagline. “Beer is Good … because everything in it is good.” There’s a number of great bon mots in the text. “Beer is as pure as Nature and hygienic brewing can make it,” is a good one. But I love this ending, too. “Serve beer in your home … at any time. Enjoy it regularly … and benefit from its goodness.” Well, okay.
Tuesday’s ad is for Schlitz, from 1961. I love her smile, the expression on her face — it’s so Mary Tyler Moore, especially with the hip material of the dress (or is that a blouse?) she’s wearing. I also love how she’s holding that six-pack, so we know just how light it is, able to be picked up with little effort at the grocery store. Which is probably why toward the end of the ad copy, there’s this suggestion. “Better get a couple.”