Monday’s ad is for is by the Brewing Industry Foundation, from 1956. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association.

In this ad, entitled the “Come and Get It,” the scene is several couples on a camping trip, and they suggest that when you have a cook-out, it’s not actually a real cook-out unless there’s good American beer and ale.” The inset box is interesting. In it, the reader is told to make sure their glass is clean and rinsed.