Saturday’s ad is by the Brewing Industry Foundation, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, the “little thing” is a wife gave her husband a little extra loving as he was going off to work in the morning, simply a big hug and a kiss, but it made all the difference, making his day a more special one. And it’s those little things, including the “right to enjoy a refreshing glass of beer” that are why and what we’re fighting for in the war.
True Story—>I had this ad nicely framed and had it up on my refrigerator in a nice spot. Well the sticky thing that was holding the frame came off the fridge so the frame fell and hit the handle of my tap of the keg that was in my fridge. So this poster ended up on the floor and the glass is broken and ALL the beer from the keg poured out onto the floor soaking the poster.