Thursday’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 “Have A Good Time,” the scene is at the beach, at what looks like a beachside restaurant, with a waiter serving two women and a man beers in pilsner glasses. The inset box is interesting. In it, the reader is cautioned against letting too much sunlight hit the bottle, to preserve its flavors.