Thursday’s ad is another one for Schlitz, this one from 1967. Using their iconic slogan “When you’re out of Schlitz, you’re out of beer,” it’s presumably meant to be humorous. Showing an interesting contrast, with the patron in a black suit with a red tie while the serve sports a red suit, or at least jacket, with a black tie, they’re both looking longingly at the empy glass and bottle between them. Unfortunately, I don’t feel too badly for them, as I can see several taps in the foreground that undoubtedly have beer that is at least the equal of Schlitz.
And one other interesting tidbit stands out. “The beer takes 1,174 careful brewing steps.” Wow, that’s some very busy brewers. I’d love to see an itemized list of all those steps.
Wednesday’s ad is for Schlitz, from 1966. It’s another of the “real gusto” series, this one showing a server in a white tuxedo carrying five mugs full of beer. Look closely at the foam. Does that look real to you?
Friday’s ad is for Schlitz, also from 1962. It’s from their “Real Gusto” campaign, and in this one a man with a crewcut is downing his beer, while holding a sandwich in one hand.
Monday’s ad is for Schlitz, also from 1960. The ad was suggesting that instead of staying home to watch the big horse races, that tavern keepers instead invite you “Come and Watch the Races.” It looks to me like the couple drinking Schlitz must have won their race, they look so happy.
Thursday’s ad is for Schlitz, from 1954. Here’s another way-too-happy looking salesman, with teeth so white I can almost see my reflection. Frankly — no pun intended — he looks a lot like Frank Sinatra. Perhaps that’s what ol’ blues eyes would have been doing had he not made it as a singer: selling Schlitz as a retail grocery clerk.
Tuesday’s holiday ad is for Schlitz, from 1959. The ad shows a couple, with the man holding a beer and the woman a small, wrapped Christmas gift. But what’s not clear is whether they’re outside or if that snowy tree-lined scene behind them is looking through a large window. Because they don’t look like they’re dressed warmly enough to be outside, but I see no signs of a window, either. But I love the slogan. “Know the real joy of good living ….”
