Beer In Ads #1653: Lager At Its Best!


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.

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Beer In Ads #1652: If You Want To Feel Heroic …


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.

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Beer In Ads #1651: Have A Glass Of Guinness When You’re Tired


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.

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Beer In Ads #1650: Take Away The Beer You First Thought Of


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.

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Beer In Ads #1649: The Call Is For Carlsberg


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.”

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Beer In Ads #1648: Have A Glass Of Guinness When You’re Tired


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.

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Beer In Ads #1647: Everything I Have Is Yours


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.

I-am-a-beer-can-1938

Beer In Ads #1646: Beer Is Good … Because Everything In It Is Good


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.

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Beer In Ads #1645: Enjoy The Difference!


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.”

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Beer In Ads #1644: The Robert Smith Ale Brewing Co.


Monday’s ad is for The Robert Smith Ale Brewing Co., from sometime after 1896 but before Prohibition. From what I can tell, while the brewery was founded in 1774, it wasn’t known as The Robert Smith Ale Brewing Co. until 1896, when it acquired by C. Schmidt & Sons and operated as one of their divisions (although another source claims Schmidt’s took over the Robert Smith brewery in 1881). The casks stacked to the left in the ad each have a different beer printed in them, suggesting this was the line of beers offered by the brewery at the time of the ad. The beer’s listed are Tiger Head I.P.A., India Pale, Burton, English Pale, XXX, Old Musty, Brown Stout and Imperial Burton. Only Tiger Head I.P.A. and the Brown Stout also have “Bottling” printed in smaller letters at the bottom of the head of the cask, so I suspect those were the two beers they may have offered in bottles.

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