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.
Friday’s ad is for Heineken, from 1977. In the year I graduated from high school, Heineken was considered “the good stuff” by my step-father’s friends and relatives, which in retrospect is rather sad and indicative of the state of beer at that time. This is also at a time when Holland seemed mysterious, and people really didn’t know much about the European nation. So using such cliched images in their ads like tulips and windmills probably made sense, but looks really dated now. Even the beer glass has a windmill on it.
Thursday’s ad is for Michelob, from 1967. Apparently, in the late Sixties people still had trouble pronouncing Michelob. It reminds me of the packaging on Lagunitas, which includes “Say ‘lah-goo-knee-tuss'” on their carriers because when the brewery first opened, founder Tony Magee worried that most people wouldn’t know how to pronounce the name of the small west Marin town. So okay, it’s “Mick-A-Lobe,” “Now that’s an order.” Also, “In beer, going first class is Michelob. Period.” Sadly, that is how the brand was positioned. It even seemed to work for a while.
Wednesday’s ad is for Budweiser, from 1950. Here’s a great rule of thumb for living. “Some sort of recreation belongs in every one of your busy days.” If it’s croquet and drinking beer, I’m in. Especially if I get to dress up in the backyard. But I love croquet, used to play it at my grandmother’s place all the time growing up. Curiously, though, she never offered me a beer. I do like that their croquet set appears to have a place on it where you set down your beer. Ours didn’t have that.
Monday’s ad is yet another one for Budweiser, this one from maybe the late 1930s. “The Sensible Choice of those who guard their health.” According to the ad, Budweiser is the “favorite beer of athletes and sportsmen everywhere.” That’s because “Pure, wholesome food and drink are necessary to have and to keep a healthy body.” And Bud is made with a mixture of American hops and “imported Saazer hops.” Which apparently makes it “strength-building but not fattening.”
Sunday’s ad is another one for Budweiser, this one from 1950. I love the idea that Mother Nature is responsible bringing us beer, however this may be taking the thank you a bit too far. No fan of gardening myself, it seems like it would be even more difficult — nearly impossible I should think — trying to garden while holding a glass of beer in one hand.
Saturday’s ad is for Budweiser, from sometime in the 1970s, based on the collars and fashion. The ad is trying to get people to pick-a-pair, that is buy a six-pack, and in fact the ads wants people to do that “Twice!,” that is buy two six-packs. I grew up in a case state with weird, antiquated laws (Pennsylvania) so were twelve-packs not available yet in the 1970s? When did the twelve-pack debut? Anybody know? Because otherwise why not just advertise twelve-packs?
Friday’s ad is for Rheingold Beer, from 1960. Featuring jazz legend Louis Armstrong, the ad quotes “Satchmo” as saying “Sound That Trumpet, Man — New York’s favorite beer is here” and “My beer is Rheingold….” Also, curiously, check out the inset imaged in the bottom right corner showing the flagship Rheingold Extra Dry beer and also Rheingold Scotch Ale. Interesting to see such a relatively obscure style being advertised in 1960.