Thursday’s ad is for is by the U.S. Brewers Foundation, from 1958. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, unfortunately not a great scan of it, has the headline “Enjoy A Lightcap Instead Of A Nightcap,” and presumably has something to do with going to the theatre.

Thursday’s ad is for is by the U.S. Brewers Foundation, from 1959. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, with the headline “It’s a fact … America’s first brewery was built on Manhattan Island in 1612,” the ad tells the story of that brewery with a raised tankard of beer.

Wednesday’s ad is for is by the U.S. Brewers Foundation, from 1959. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, the ad copy is about the huge amount of payroll paid to its workers by the brewing industry, enough to build 44,760 homes. That amount, in 1959, was $470 million (or $4,030,597,251 in today’s dollars). And that amount doesn’t include employees of distributors, retailers (presumably also not including bartenders and waitstaff at restaurants and/or bars) or allied industry workers, meaning there could be many more houses, too, thanks to the brewing industry.

Monday’s ad is for is by the U.S. Brewers Foundation, from 1959. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, the ad copy is about the huge amount of federal taxes paid by the brewing industry, enough to build 191 Nike Ajax missile sites, or $764 billion dollars ($6,552,000,000,000 in today’s dollars, although it could be as much as $28,300,000,000,000 depending on how you calculate it). No matter how you figure it, it was a lot of tax revenue.

Sunday’s ad is for is by the U.S. Brewers Association, from 1962. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, another one entitled “Good For You,” the scene is a woman in a full Englis riding outfit, jumping over a fence in what looks like a horse-jumping competition.

Saturday’s ad is for is by the U.S. Brewers Association, from 1959. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, entitled “Good For You” — a double truck — the scene is on a lake with a man and a woman water skiing while a man waves from the boat.

Friday’s ad is for is by the U.S. Brewers Association, from 1959. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, entitled “Good For You,” the scene is at a backyard barbecue and an overly proud man is admiring his steaks, making a face that says he’s very pleased with himself, as his wife looks on admiringly and is presumably saying “good for you, honey.” Although in my head I hear her saying condescendingly or sarcastically, like the way you say “good for you” to your dog who’s just done a trick. “Who’s a good boy.”

Thursday’s ad is for is by the U.S. Brewers Association, from 1962. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, another one entitled “A Glass Of Beer Is Many Things,” the scene is two couples, one older and the other not as much, eating and drinking beer at a small table. I can’t tell if they’re in someone’s home or a weird, homey restaurant.

Wednesday’s ad is for is by the U.S. Brewers Association, from 1962. Beginning during World War II, the USBIF began a series of positive ads under the name “Morale is a Lot of Little Things” followed by an unnumbered series of illustrated ads that were a precursor to the numbered “Home Life in America,” the crown jewel of ads which ran from 1945 to 1956, also known as the Beer Belongs series. But they didn’t end there, and for a short time afterward, beginning in 1956, several more similar ads were created but without the numbering or the “Home Life in America” association. Shortly thereafter, the ads continued to use thematic elements from the earlier ads, but they became more conventional, using photographs instead of art.

In this ad, another one entitled “A Glass Of Beer Is Many Things,” the scene is an illustration of the building of the first brewery in America around 1612 on the island of Manhattan, at least that’s the story according to the ad.