Friday’s ad is for Heineken, from the 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 two-panel format, a frowning ceramic mug featuring an 18th century wigged Englishman wearing a black hat and a red coat with a frilly white shirt. But pour some beer down his neck, literally, and that frown turns upside down, into a full-fledged smile.