Monday’s ad is for Carling Black Label, from 1948. The ad is in French for the Canadian market and boasts that Carling is Canada’s most popular lager. But there’s no translation for “Mabel, Black Label!” But I’m still not sure why they’re playing tic-tac-toe on the tablecloth.
LOL “camp” – that the tic-tac-toe grid is atop a checkerbaord tablecloth that only a perimiter would need to be drawn around for the game suggests to me that the ad-man was clueless.
“jeu de mots” with “ma belle” pronounced for this occasion – just for good consonnance as Ma-bel (in french la-bel is pronounced with “A”). Just remember the begginning of “Michelle”:)