Friday’s ad is for Budweiser, from 1963. In this ad, part of series entitled “This calls for …,” in this case “The Camping Trip.” Three men sit at a table in a tent, with what looks to be a lake outside, as they play cards, smoke and drink beer. Sounds like a pretty good way to spend a weekend.

Wednesday’s ad is for Budweiser, from 1962. In this ad, part of series entitled “This calls for …,” in this case “Out In The Kitchen.” Curiously, this ad almost exactly mirrors another ad from the same year, one that was called the Neighbors. But that ad had four African-American men in virtually the same positions as the four caucasians in this one. It’s even the same kitchen, although it’s been redecorated. You see that the chairs and cabinets are absolutely the same, but the tablecloth and wallpaper have been changed. It’s kind of hilarious. For all I know, they ran at the same time, but in publications with very different readerships.

Tuesday’s ad is for Budweiser, from 1962. In this ad, part of series entitled “This calls for …,” in this case “Bowling Night.” Ah, in 1962, bowling was in its heyday, about to peak. It’s unfortunately fallen off a cliff since then when both casual and serious bowling has been declining unabated. It’s hard not to love any sport where drinking beer in between playing is not only allowed, but encouraged.

Sunday’s ad is for Budweiser, from 1963. In this ad, part of series entitled “This calls for …,” in this case “the Midway.” At a fair, a couple stops for a hot dog and a beer. I love the hat and outfit the guy pouring the beer is forced to wear. Priceless. But I also can’t help but wonder what’s so funny about having a hot dog waved in one’s face? Or am I misreading that? What I see is the dude holding a hot dog up to his date’s face and her laughing hysterically, throwing her head back, so much so that’s she holding on to her hat so it won’t fall off. That must have been some serious joke he just made. Or are we witnessing a simple double entendre on the Midway?

Saturday’s ad is for Budweiser, from 1963. In this ad, part of series entitled “This calls for …,” in this case “Saturday Night.” Date night, Saturday night, at a club, a cigarette, bowl of potato chips and two ginormous beer glasses. And, again, it’s a “friendly place.”

Friday’s ad is for Budweiser, from 1962. In this ad, part of series entitled “This calls for …,” in this case “The Tavern.” Two men in suits sit at a fancy bar, reading the newspaper, eating popcorn and having a few beers. As the ad confirms, it’s a “friendly spot.”

Thursday’s ad is for Budweiser, from 1962. In this ad, part of series entitled “This calls for …,” in this case “The Neighbors?” Four men, presumably all neighbors, are drinking beer in one of their kitchens, and, apparently “swapping ideas.” I can’t figure out why one of the men there is holding two bottles behind his back, almost hidden from the other three people. He’s also the only one without a glass of beer in his hand. Maybe he just arrived, and pulled them out of the refrigerator, and grabbed two so he could catch up?

Wednesday’s ad is for Budweiser, from 1962. In this ad, part of series entitled “This calls for …,” in this case a “Hungry?” A man sits in front of a fireplace, nose deep in a glass of beer, holding the can in the other hand. In front of him is a big slab of ribeye steak on an indoor Hibachi grill. I can’t quite work out if he’s cooking the steak, or eating it right off the grill. It does look like it’s on a table, and probably not in a kitchen, so maybe. Although that is a lot of steak for one man. Until, of course, you remember this was when men were still manly men.