Friday’s ad is again for Schlitz, from 1958 (though parts of it are from previous years). Actually, it’s an advertising piece — a pamphlet or brochure — from their wonderful ad campaign, one of my all-time favorites, Schlitzerland. This piece, entitled “Schlitzerland, U.S.A., or how to entertain Schlitzfriends,” gives advice, along with songs, or how to throw various types of parties successfully. This is pages eight and nine, with the fourth song, “A Schlitzing We Will Go,” sung to the tune of “A Hunting We Will Go.” The headline is “How to have a Schlitznic, or Fun by the Schlitzshore” and I love their advice on how to keep beer cold at the hot summer beach: “Wrap them in several layers of newspaper — they’re stay cold for hours.” Um, seriously? I don’t think they’d stay cold for minutes wrapped in newspaper. Unless they made newspaper out os different paper back in the fifties, I’m pretty sure it’s not a good thermal insulator.

Thursday’s ad is again for Schlitz, from 1958 (though parts of it are from previous years). Actually, it’s an advertising piece — a pamphlet or brochure — from their wonderful ad campaign, one of my all-time favorites, Schlitzerland. This piece, entitled “Schlitzerland, U.S.A., or how to entertain Schlitzfriends,” gives advice, along with songs, or how to throw various types of parties successfully. This is pages six and seven, with the third song, “This is the Life,” sung to the tune of “Here We Go Gathering Nuts in May.” The headline is “Give a Schlitzwarming for friends, or Schlitzing makes a house a home” and by this point in the brochure they’re really laying on the Schlitzerisms thick and heavy. Excuse me, Schlitzthick and Schlitzheavy.

Wednesday’s ad is again for Schlitz, from 1958 (though parts of it are from previous years). Actually, it’s an advertising piece — a pamphlet or brochure — from their wonderful ad campaign, one of my all-time favorites, Schlitzerland. This piece, entitled “Schlitzerland, U.S.A., or how to entertain Schlitzfriends,” gives advice, along with songs, or how to throw various types of parties successfully. This is pages four and five, with the second song, “How to have a Schlitztogether, or There’s no time like Schlitzo’clock.”

Tuesday’s ad is again for Schlitz, from 1958 (though parts of it are from previous years). Actually, it’s an advertising piece — a pamphlet or brochure — from their wonderful ad campaign, one of my all-time favorites, Schlitzerland. This piece, entitled “Schlitzerland, U.S.A., or how to entertain Schlitzfriends,” gives advice, along with songs, or how to throw various types of parties successfully. This is pages two and three, with the first song, “Schlitzsong.” It’s also the Preface, explaining that Schlitz is “sociability’s adult refreshment, paced to today’s leisure — part of modern America’s new pattern of living.

Monday’s ad is for Schlitz, from 1958. Actually, it’s an advertising piece — a pamphlet or brochure — from their wonderful ad campaign, one of my all-time favorites, Schlitzerland. This piece, entitled Schlitzerland, U.S.A., or how to entertain Schlitzfriends,” gives advice, along with songs, or how to throw various types of parties successfully. This is the cover, and we’ll be exploring their advice over the next week or so. I so love the illustrations.

Sunday’s ad is yet another one for Schlitz, this one from 1964. Wow, just look at that head. But it’s the actual ski lesson that sets the ad apart. “Point tips downhill. Bend knees. Go! Where? Straight to the nearest glass of Schlitz.”

Saturday’s ad is yet another one for Schlitz, this one from 1957. It’s yet another bowling scene, back from when bowling was really popular, asking us to “set up the fun with light refreshment.” Mary or Joan (ca’t tell which) is giving some liquid courage to Dave or Bill (ditto) before his next roll. That’s “leisure’s light refresher,” whatever that means.

Thursday’s ad is another one for Schlitz, this one from 1961. What’s the difference they want you to enjoy? Why it’s “that deep, cool, kiss-of-the-hops flavor,” of course. They want you to “move up to Schlitz.” But what’s with the animals on the wall. An oval frame with a picture of a horse? And then the ugliest painting/drawing of a dachshund on a tray? Given the paneling on the wall, I guess it must be the rec. room or man cave.