Friday’s ad is by the Brewing Industry Foundation, from 1943, 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 just received a valentine from his son, and that “little” thing was his favorite piece of mail. You might wonder what that has to do with beer? Well, it’s one of many little things that “help to keep morale up” during the war. Oh, and I should add. “It happens that millions of Americans attach a special value to their right to enjoy a refreshing glass of beer.”