Thursday’s ad is by the Brewing Industry Foundation, from 1942, 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, a man has just gotten a new haircut, one of the little things that counts, like. “A cool, refreshing glass of beer — a moment of relaxation … in trying times like these they too help to keep morale up.”
What never ceases to amaze me about the ads from the mid-60’s-back you’ve posted over the years is how “overdressed” the people are in casual situations. In this case, the guy may be on his lunch hour, or stoppping by the barbershop after work (before heading to his local for a draught or 2), but it’s all too absurd not to laugh at.
Wonder what they’d say about the recent innovation of being able to get a beer (or cocktail) before/during/after a haircut? There’s a semi-upscale chain (forget the name) that started in NY or LA doing just that, & for sure many independent copycats in major metro areas.
Picture Bouncer’s BARbershop inside of Moe’s on the Simpsons 🙂