Thursday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1971, and features someone playing poker who appears to be discovering he’s about to have a royal flush. Presumably, that’s as much of a surprise as being served Michelob.

Wednesday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1970, and features 10 bottles as stand-ins for bowling pins.

Saturday’s ad is for Michelob, probably from the 1970s, which was the last decade anyone might have mistook Michelob for “one of those foreign beers.” Period.

Thursday’s ad is for Michelob, from 1967. Apparently, in the late Sixties people still had trouble pronouncing Michelob. It reminds me of the packaging on Lagunitas, which includes “Say ‘lah-goo-knee-tuss'” on their carriers because when the brewery first opened, founder Tony Magee worried that most people wouldn’t know how to pronounce the name of the small west Marin town. So okay, it’s “Mick-A-Lobe,” “Now that’s an order.” Also, “In beer, going first class is Michelob. Period.” Sadly, that is how the brand was positioned. It even seemed to work for a while.

Friday’s ad is for Michelob Light, from 1978. The ad features Monique St. Pierre, who was Playboy magazine’s Playmate of the Month for the November 1978 issue and the 1979 Playmate of the Year. The German-born model is portraying a a member of the ski patrol, but her St. Bernard “Suds” has a six-pack of Michelob Light around his neck, rather than the traditional barrel of brandy. Unfortunately the brandy barrel being carried by a St. Bernard to warm trapped skiers or hikers in the Alps is a myth.

Friday’s ad is for Michelob, from 1976. Another weekend made for Michelob, this one apparently spent sailing. It sure nice of Michelob to buy them a sail, although it seems like that would cut into their profits.

Sunday’s ad is another one for Michelob, this time from 1967. Another Michelob ad, in this one apparently “In Beer, Going First Class Is Michelob. … Period.” According to the ad it’s “Brewed just like the famous Michelob draught,” which had been first introduced as a pasteurized version in 1961, and is the same year they also introduced the distinctive teardrop bottle.

Saturday’s ad is for Michelob, from 19677. I love the jacket of the man seen in the bottle enjoying his weekend with a lobster dinner. I remember that decade, and had quite a few of my own fashion disasters. “Weekends were made for Michelob” was an inspired tagline, it’s just too bad the beer didn’t live up to the hype. It wasn’t exactly “an unexpected pleasure.”