Wednesday’s ad is entitled First Weekend at the Cottage, and the illustration was done in 1954 by John Falter. It’s #95 in a series entitled “Home Life in America,” also known as the Beer Belongs series of ads that the United States Brewers Foundation ran from 1945 to 1956. In this ad, while most of the people at a beachside cottage and half in the bag, having been consuming beer all day long, and watching, bemused, as a new arrival shows off the new gear he’s just purchased, but still hasn’t managed to put on his bathing suit or drink a beer. C’mon, man. Get with the program.
I’m gonna go with the, “Put the harpoon away before you have a beer,” message the ad is sending.