Friday’s ad is for Heineken, from the 1979. 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 frowning ceramic mug featuring an 18th century wigged Englishman wearing a black hat and a red coat with a frilly white shirt. But pour some beer down his neck, literally, and that frown turns upside down, into a full-fledged smile.

Saturday’s ad is for Heineken, from 2006. I’m not sure I quite understand it. Heineken is “guaranteed to whisk you away to hotter climes.” So how does that make it the “devil’s secret,” have anything to do with fire or make the tagline “get spoiled” make any sense. But it is very colorful, with brights golds and reds. And why would you want to associate the color of beer with fire at at any rate?

Tuesday’s ad is for Heineken, from 1928, when the Summer Olympics were held in Amsterdam, Netherlands. This Heineken ad both celebrated the games and declaring it the beer of the Olympiad with a cool illustration of the Olympic stadium.

Sunday’s ad is for Heineken, from I’m not sure when. It looks like it may be older, but it could just as easily be a newer at playing on the nostalgia when most breweries delivered by horse and wagon. I like the bright colors of the ad and even though they’re not Clydesdales, they’re still some fine-looking horses.

Friday’s ad is for Heineken’s Extra Stout, from maybe the early 1960s. I did come across a label for Heineken Extra Stout from 1961, but little else about the beer. Given Heineken’s image today, it certainly seems odd that they would have brewed a dark beer, but why not.

Wednesday’s ad is for Heineken’s Bierbrouwerij Maatschappij, which was established in 1873. A few years before, 1864, Gerard Adriaan Heineken bought the Haystack Brewery, later changing its name to HBM, which essentially means Heineken’s brewery or beer company. I suspect this ad is from the late 1800s, as it resembles ones from that time period.

Monday’s ad is for Heineken, from maybe the 1950s or 60s, touted in this ad as the “World’s Finest Lager.” I’m not sure about the Enjoy Again!” headline. Were they targeting people who’d only tried Heineken once? They were obviously targeting Americans, using the windmill and tulips so shamelessly.

Saturday’s ad is for Heineken, from maybe the 1950s or 60s. The tagline, “Het Meest Getapt,” according to Google Translate means “mostly tapped,” whatever that means. I imagine it’s an idiom that means something more understandable for this bar scene where the dudes are wearing suits and the women are laughing and looking nervous.