Monday’s ad is another one for Budweiser, this one from 1910. The headline is “The Wise Trainer of Athletes,” but that’s just the start. It continues. “The Wise Trainer of Athletes Knows that the moderate use of a mild stimulant is beneficial to his charges. The vast majority of such men recommend Budweiser Because it is nourishing and refreshing and quickly relieves the tired feeling that may result from physical activity.” My son Porter just joined his middle school’s track team, but I think I’ll hold off on adding beer to his workout regime, at least for now.
Sunday’s ad is for Budweiser, from 1913. Showing an idyllic suburban porch setting, with a tray of beer bottles, and this question. “Where’s more real enjoyment? The shady home-porch, a comfortable chair, a good cigar or pipe, a congenial friend, and a cool, refreshing bottle of Budweiser.” Apparently, in 1913, the St’ Louis brewery was producing 3 million bottles each week. But I wonder how many people in 1913, well before the post-war suburban boom that occurred after 1945, even had a porch like this one?
Saturday’s ad is for Rheingold, from 1960. Another Rheingold ad from this time period featuring a celebrity, this time it’s Dorothy Dandridge, an American actor and singer, and the first African-American to be nominated for an Academy Award, in this case for her performance in the 1954 film “Carmen Jones.”
Friday’s ad is for Budweiser, from 1905. At least it’s not just yachting. The full tagline is “The Pleasure of Yachting, Golfing, Fishing, Camping Is Incomplete Without Budweiser.” But since this particular ad’s illustration is aboard a yacht, I have to wonder if there are companion ads on a golf course or campsite. Either way, the ad is certainly going for the outdoorsy demographic circa early 20th century.
Wednesday’s ad is for Budweiser, from 1910. After fighting a muskie fish you’re “mad and sweaty” you’ll want a beer. But I love their description of Budweiser. “It’s alive with the strength of the finest barley grown in the New World and the tonic properties of the finest hops grown in the Old World.” The “tonic properties” of hops?
Tuesday’s ad is also for Budweiser, from 1962. It’s part of Anheuser-Busch’s “where there’s life” series and features Helen Williams, the first African-American model to “break into the mainstream.” Born in New Jersey, she’d been wildly popular in France in the 1950s but — surprise, surprise — she faced rampant discrimination in her native country from modeling agency until her cause was taken up by several reporters who took her side and wrote about her plight, prompting her to get offers of modeling work from a variety of clients, including Budweiser. In the ad, Williams is looking up from the crossword puzzle she’s working on to watch unseen hands pouring a can of Budweiser into a glass for her. I know a beer always helps me with crossword puzzles.
Monday’s ad is for Budweiser, from sometime in the late 1940s or early Fifties, is my guess. A couple looks over a tiny house model for what looks like it will be an actual tiny house when built full size. I know it’s just a scale model, but it looks like a one-room studio home with a bathroom, or closet. And how about his fashion sense, that green jacket with the ridiculously large yellow ascot; and striped grey pants?. Is he going to a Packers game or just a player? Maybe it’s a bachelor pad and that’s his sister or girlfriend helping him with the design?
Sunday’s ad is for Rheingold Beer, from 1960. “After The Show, Wherever I Go, I Meet This Old Friend Of Mine — Rheingold Extra Dry, says the great authority on scat, Cab Calloway.” I’m not sure who the other guy looking in the mirror is, although he is sharing a beer with Cab Calloway, so he’s probably a friend or colleague. I guess the show went well?
Saturday’s ad is for Ballantine, from 1948. A simple Valentine’s Day ad with a great play on words with the title: “To My Ballantine” and showing a woman cutting out a red heart and leaving the three-ring Ballantine logo as the scraps. Those have got to be the longest scissors I’ve ever seen. They look more like garden shears. But nice and simple, with a great illustration in the center. Happy Valentine’s Day.