Friday’s ad is for Heineken, from 1978. 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 caterpillar is holding a mug of Heineken awkwardly as we appears to walk. But after downing the beer, he’s transformed into a beautiful butterfly. Curiously, he still has some caterpillar legs though so maybe the transformation isn’t complete yet. I’m sure another beer should do the trick.

Thursday’s ad is for Heineken, from the 1970s. 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 posh-looking woman in a pink hat is taking her first sip of beer. Afterwards, her hat balloons to many times its original size, with life-size fruit hanging off of it.

Wednesday’s ad is for Heineken, from 1980. 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 single-panel format, after having half a mug of Heineken, a man relaxes after building a pretty impressive sandcastle.

Tuesday’s ad is for Heineken, from the 1970s. 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, an unusual three-panel horizontal format, a rebus puzzle that carefully sounds out the Heineken tagline, with one humorous exception;

Friday’s ad is for Heineken, from 1976. 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 Concorde jet is looking a little tired and suffering drooping nose. But after a fill-up from the Heineken fuel truck, the plane’s nose is no longer dropping, but is raring to go. The plane, somehow, is now smiling, too. I wonder why it never caught on to refer to beer as “jet fuel?”

Thursday’s ad is for Heineken, from the 1970s. 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 three-panel vertical format, the first panel shows a chubby, bespectacled man with a droopy mustache. After sipping some Heineken, his ‘stache is standing tall. Stiff as a board and ready for action. That must be why he’s smiling.