Beer In Ads #1695: Go To The Store. Go Directly To The Store. Do Not Pass Go.

Thursday’s ad is for Schlitz, from 1968. This is at least the second ad I know about where Schlitz used the game Monopoly in one of their ads, which seems strange. I love how the card table really has nowhere to set down a beer glass without disrupting the game, not to mention how each of the four people is wearing a different couple, almost as if each of them was a playing piece, too. But best of all, the wife in green smirks as her husband in orange downs his glass of beer. The other man at the table, presumably the host, in red frowns with the knowledge that his wife in blue has just given him an errand to do, even though he’s already finished his beer, too. I predict they never finished this game.


Beer In Ads #1688: Hem And Haw On Flavor

Thursday’s ad is for Schlitz, from 1963. This is from the “Real Gusto” series that Schlitz ran for a few years in the 1960s. This one featured, unusually, a ginger man, but it was this sentence in the ad copy that really caught my eye. “It’s brewed light (with just the kiss of the hops) yet it doesn’t hem and haw on flavor.” That’s an awesome turn of phrase. Next time I find a weak beer, it will definitely “hem and haw on flavor.”


Beer In Ads #1685: Deep Sea Beer Diving

Monday’s ad is for Schlitz, from 1950. This is from Schlitz’s long-running three-panel “I was curious” series. In this one, a deep sea diver is coaxed out of the water by dangling cans of Schlitz in his face. Once on dry land, he had a beer and a sandwich. I’m not sure if it was the sammy or the beer, but it put a smile on his face. I’m going with the beer.


Beer In Ads #1681: This Will Soften The Blow!

Thursday’s ad is for Schlitz, from 1951. A man, apparently just arrived home from work, has his eyes covered by his wife. His comfy chair is ready for him, with his pipe, slippers and a book within easy reach. On the table next to his chair sits a bottle of Schlitz and a full pilsner glass. Behind the beer sits three hat boxes from “Bonnie Hats.” The idea apparently is all of the comforts waiting for him will make the purchase of the hats less of a problem for her. It’s a very sexist ad, reinforcing gender stereotypes, but at the time the ad ran, these were likely considered quite normal, with few questioning them.


Beer In Ads #1672: Menu Foresight

Tuesday’s ad is another one for Schlitz, from 1946. Old or young, smart women apparently put bottles of Schlitz in baskets to buy at the grocery store. That, apparently, is “menu foresight.” But I love this bit of wisdom. “Serving Schlitz to your guests is like bringing out your best linen or silver — it says ‘Nothing’s too good for our friends!'”


Beer In Ads #1671: Bringing Out The Finest Flavor

Monday’s ad is for Schlitz, from 1947. Showing an illustration of a backyard barbecue, two couples are having a fine day. One of the women has brought out a tray with enough glasses and bottles of Schlitz for everyone. And boy do the other three look happy, just staring at her with smiling blank looks on their faces. The other couple look like they could be the same person. But the text is great. After a story about it takes just the right amount of seasoning to make the steak taste perfect, they suggest that “it takes a gift of genius to lure shy flavors from their hiding places,” before bringing it back to Schlitz.


Beer In Ads #1669: Blue Man Bartender

Saturday’s ad is for Schlitz, from 1955. And you thought the blue man group was a new phenomenon, but they were around and serving Schlitz — a.k.a. the World’s Most Famous Taste in Beer — way back in the Fifties. Honestly, I don’t quite understand why the guy is blue. But he does have another one of those magic bottles. It’s only half empty but it managed to completely fill two pilsner glasses.


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.”


Beer In Ads #1637: A Doctor’s Reasons

Monday’s ad is for Schlitz, from 1904. The ads shows an interesting black and white illustration of a doctor talking with his patient, with a bottle of Schlitz and two glasses between them. The text below imagines the conversation they’re having, about Schlitz being pure and doesn’t call biliousness. Plus the drawing framed by the hops looks pretty cool.