Beer In Ads #2196: Heineken Refreshes Joe Jordan


Thursday’s ad is for Heineken, from the 1970s. In the later 1970s, Heineken embarked on a series of ads with the tagline “Heineken Refreshes the Parts Other Beers Cannot Reach.” Many of the ads were in a sequential panel, or comic strip, format and they were intended to be humorous.

In this ad, a four-panel box format, featuring illustrations of Scottish football player, coach and manager Joe Jordan. “A former striker, he played for Leeds United, Manchester United, and Milan, among others at club level, as well making 52 appearances and scoring 11 goals for Scotland. As a player he gained a fearsome ‘Jaws’ persona due to having lost two front teeth early in his career.” And that’s the angle played in the ad, where in the first panel he’s holding a mug of Heineken, smiling broadly through two missing front teeth. In the second he’s downing the beer, while by the third panel his missing teeth are back, plus his teeth are gleaming white now. So that’s a pretty impressive beer.

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Beer In Ads #2186: Heineken Refreshes Cricket


Monday’s ad is for Heineken, from 1979. In the later 1970s, Heineken embarked on a series of ads with the tagline “Heineken Refreshes the Parts Other Beers Cannot Reach.” Many of the ads were in a sequential panel, or comic strip, format and they were intended to be humorous.

In this ad, a three-panel format, it features the international sport of cricket. In the first panel, a thick-bearded batsman is standing next to the wicket, bat in one hand and a beer in the other. In the second panel, he’s throwing back the mug of beer and drinking it down, and you can already see his bat is starting to grow. Thanks to the beer, his paddle has grown to the size of a pizza peel. Let’s see the bowler bowl one past him now.

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Beer In Ads #2172: Larry Hughes For Pabst


Monday’s ad is for Pabst Blue Ribbon, from 1950. In the later 1940s, Pabst embarked on a series of ads with celebrity endorsements, photographing star actors, athletes, musicians and other famous people in their homes, enjoying Pabst Blue Ribbon beer. This one features Larry Hughes. He was the national champion in archery for 1941, using newly developed aluminum arrows. Unlike almost every other Pabst celebrity in this series, there’s very little information about Hughes out there apart from a few simple mentions of him on archery websites. For example, on the efforts of Doug Easton to pioneer aluminum arrows, Abbey Archery has this to say:

1939 saw Doug move to yet another larger facility in Los Angeles. It was at this new facility that Doug began his search for an alternative to the wooden arrow. One of the first set of metal arrows made by Doug during the first year in this new building was given to local champion archer Larry Hughes. Larry shot these arrows very successfully in tournaments until 1941, when Larry won the National Championship with these new metal arrows. However, World War II was now in full force, and aluminum was no longer available for anything that was not war related. This effectively ended Doug’s efforts to perfect the new arrow until the end of the war.

In the ad, Hughes appears to be at an archery range, perched on a ledge, with a beer in his hand. Next to him, from a chair, his drinking buddy is apparently shooting from the clubhouse lounge. But on closer inspection, he’s just holding the arrow in his hand and sighting it, with no bow. I guess somebody’s had a few too many beers, and they took away his bow.

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Beer In Ads #2171: Ben Hogan For Pabst


Sunday’s ad is for Pabst Blue Ribbon, from 1951. In the later 1940s, Pabst embarked on a series of ads with celebrity endorsements, photographing star actors, athletes, musicians and other famous people in their homes, enjoying Pabst Blue Ribbon beer. This one features Ben Hogan. He “was an American professional golfer, generally considered one of the greatest players in the history of the game. Born within six months of two other acknowledged golf greats of the 20th century, Sam Snead and Byron Nelson, Hogan is notable for his profound influence on golf swing theory and his legendary ball-striking ability.

His nine career professional major championships tie him with Gary Player for fourth all-time, trailing only Jack Nicklaus (18), Tiger Woods (14) and Walter Hagen (11). He is one of only five golfers to have won all four major championships currently open to professionals (the Masters Tournament, The Open (despite only playing once), the U.S. Open, and the PGA Championship). The other four are Nicklaus, Woods, Player, and Gene Sarazen.”

In the ad, Hogan is in the clubhouse, presumably after playing a round of golf, because he was good, but I’m guessing he still wouldn’t be as good after a few glasses of beer. Although personally, my golf game improves when I’m lubricated.

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Beer In Ads #2170: Johnny Weissmuller For Pabst


Saturday’s ad is for Pabst Blue Ribbon, from 1950. In the later 1940s, Pabst embarked on a series of ads with celebrity endorsements, photographing star actors, athletes, musicians and other famous people in their homes, enjoying Pabst Blue Ribbon beer. This one features Johnny Weissmuller. He “was a Hungarian-born American competition swimmer and actor, best known for playing Tarzan in films of the 1930s and 1940s and for having one of the best competitive swimming records of the 20th century. Weissmuller was one of the world’s fastest swimmers in the 1920s, winning five Olympic gold medals for swimming and one bronze medal for water polo. He won fifty-two U.S. national championships, set more than fifty world records (spread over both freestyle and backstroke), and was purportedly undefeated in official competition for the entirety of his competitive career. After retiring from competitions, he became the sixth actor to portray Edgar Rice Burroughs’s ape man, Tarzan, a role he played in twelve motion pictures. Dozens of other actors have also played Tarzan, but Weissmuller is by far the best known. His character’s distinctive Tarzan yell is still often used in films.”

In the ad, Weissmuller is lounging at a pool. He obviously hasn’t been in the water, because his hair is perfect and his towel is dry. And I guess he should wait at least thirty minutes now that he’s drinking a beer.

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Beer In Ads #2169: Pancho Gonzalez For Pabst


Thursday’s ad is for Pabst Blue Ribbon, from 1950. In the later 1940s, Pabst embarked on a series of ads with celebrity endorsements, photographing star actors, athletes, musicians and other famous people in their homes, enjoying Pabst Blue Ribbon beer. This one features Pancho Gonzalez. He “was an American tennis player. He was the World No. 1 tennis player for an all-time record eight years from 1952 to 1960. He won 17 Major singles titles, including 15 Pro Slams and 2 Grand Slams.

Largely self-taught, Gonzales was a successful amateur player in the late 1940s, twice winning the United States Championships. He is still widely considered one of the greatest players in the history of the game. A 1999 Sports Illustrated article about the magazine’s 20 “favorite athletes” of the 20th century said about Gonzales (their number 15 pick): “If earth was on the line in a tennis match, the man you want serving to save humankind would be Ricardo Alonso Gonzalez.” The American tennis commentator Bud Collins echoed this in an August 2006 article for MSNBC.com: “If I had to choose someone to play for my life, it would be Pancho Gonzales.”

In the ad, Gonzalez has (probably) just come off the court, and is relaxing with a friend, sharing two bottles of beer. It’s one of the only one of this series of ads in which the beer appears to have already been consumed. Usually, the glass is full. Here it’s half empty, or is that half full?

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Beer In Ads #2168: Larry Doby For Pabst


Thursday’s ad is for Pabst Blue Ribbon, from 1949. In the later 1940s, Pabst embarked on a series of ads with celebrity endorsements, photographing star actors, athletes, musicians and other famous people in their homes, enjoying Pabst Blue Ribbon beer. This one features Mr. and Mrs. Larry Doby. He “was an American professional baseball player in the Negro leagues and Major League Baseball (MLB) who was the second black player to break baseball’s color barrier. A native of Camden, South Carolina and three-sport all-state athlete while in high school in Paterson, New Jersey, Doby accepted a basketball scholarship from Long Island University. At 17 years of age, he began his professional baseball career with the Newark Eagles as the team’s second baseman. Doby joined the United States Navy during World War II. His military service complete, Doby returned to baseball in 1946, and along with teammate Monte Irvin, helped the Eagles win the Negro League World Series.”

In July 1947, three months after Jackie Robinson, Doby broke the MLB color barrier in the American League when he signed a contract to play with Bill Veeck’s Cleveland Indians. Doby was the first player to go directly to the majors from the Negro leagues. A seven-time All-Star center fielder, Doby and teammate Satchel Paige were the first African-American players to win a World Series championship when the Indians won in 1948. He helped the Indians win a franchise-record 111 games and the AL pennant in 1954, finished second in the AL Most Valuable Player (MVP) award voting and was the AL’s RBI leader and home run champion. He went on to play for the Chicago White Sox, Detroit Tigers, and Chunichi Dragons before his retirement as a player in 1962.

Doby later served as the second black manager in the majors with the Chicago White Sox, and in 1995 was appointed to a position in the AL’s executive office. He also served as a director with the New Jersey Nets of the National Basketball Association (NBA). He was selected to the National Baseball Hall of Fame in 1998 by the Hall’s Veterans Committee and died in 2003 at the age of 79.

In the ad, Doby is in his home, sharing a beer with, presumably, a friend, while holding a baseball trophy in his hands. I feel like at some point he’s going to have to put that down, or he won’t be able to drink an of his beer.

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Beer In Ads #2160: Tommy Henrich For Pabst


Wednesday’s ad is for Pabst Blue Ribbon, from 1950. In the later 1940s, Pabst embarked on a series of ads with celebrity endorsements, photographing star actors, athletes, musicians and other famous people in their homes, enjoying Pabst Blue Ribbon beer. This one features Tommy Henrich. He “was an American professional baseball player, nicknamed ‘The Clutch’ and ‘Old Reliable.’ He played his entire Major League Baseball career as a right fielder and first baseman for the New York Yankees (1937–1942 and 1946–1950). Henrich led the American League in triples twice and in runs scored once, also hitting 20 or more home runs four times. He is best remembered for his numerous exploits in the World Series; he was involved in one of the most memorable plays in Series history in 1941, was the hitting star of the 1947 Series with a .323 batting average, and hit the first walk-off home run in Series history in the first game of the 1949 World Series.”

In the ad, Henrich is showing off his “World-Series home run baseball” in what looks to be his study. I think they’re referring to the 1949 World Series, the year before, when “he gave New York a 1-0 victory in Game 1 when he homered against Don Newcombe on a 2-0 pitch to lead off the ninth inning, the first walk-off home run ever in the World Series.” Shortly before the ad ran, on January 19, 1950, he was awarded “Athlete of the Year,” although I don’t really know who gave him the accolade.

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Beer In Ads #2149: Sid Luckman For Pabst


Saturday’s ad is for Pabst Blue Ribbon, from 1949. In the later 1940s, Pabst embarked on a series of ads with celebrity endorsements, photographing star actors, athletes, musicians and other famous people in their homes, enjoying Pabst Blue Ribbon beer. This one features Sid Luckman. He “was an American football quarterback for the Chicago Bears of the National Football League (NFL) from 1939 through 1950. During his twelve seasons with the Bears he led them to four NFL championships. Luckman was the first modern T-formation quarterback and is considered the greatest long range passer of his time.”

In the ad, done when was still an active player, though he would retire the following year, Sid sits in his home, surrounded by a few of his trophies. He holds a glass of beer, but there are two bottles of Pabst in the tray next to him. Either he was a prodigious drinker, or perhaps there’s someone else there in the room with him.

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Beer In Ads #2082: Budweiser Salutes The Chicago Cubs


Wednesday’s ad is for Budweiser, from 1984. In this ad, a poster really, it shows Wrigley Field and congratulates the Chicago Cubs for being the National League Eastern Division Champs. Tonight the Cubs won their first World Series in a very long time. When I couldn’t keep my eyes open any longer, they were up 4-1, and when I work up this morning in Belgium, it looks like I missed a barnburner of a finish.

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