Friday’s ad is for is by the U.S. Brewers Association, from 1959. 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. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.
In this ad, entitled “Good For You,” the scene is at a backyard barbecue and an overly proud man is admiring his steaks, making a face that says he’s very pleased with himself, as his wife looks on admiringly and is presumably saying “good for you, honey.” Although in my head I hear her saying condescendingly or sarcastically, like the way you say “good for you” to your dog who’s just done a trick. “Who’s a good boy.”
