Friday’s ad is for Schlitz, from 1940. In this ad, entitled “What Not To Do At A Picnic,” there are several humorous cartoons illustrating bad ideas that will ruin a picnic. Given that there are eleven cartoons, it’s sort of like a second comics page. But, of course, there’s an addendum suggesting the “Right thing to do.” Their suggestion? “Take along plenty of Schlitz!”

Thursday’s ad is for Schlitz, from 1940. In this ad, entitled “Any Minute Now … It may happen to you!,” although the subtitle (which appears above the larger title) may go to the heart of the ad, and it reads “What Are Your Chances …” of at least four things occurring. This ad has an actual author’s byline, Herbert M. Alexander, along with a short resume, and then a two-page article about chance, statistic, superstition and luck, before naturally finishing up with how Schlitz fits into this line of reasoning, as a perfect accompaniment to such great occasions.

Wednesday’s ad is for Schlitz, from 1939. In this ad, entitled “If Famous Crowns Could Talk,” the history lesson is about the crowns worn by royalty around the world. The advertorial includes nine crown stories, before predictably finishing by talking about the bottle cap, or crown, from a bottle of Schlitz beer.

Tuesday’s ad is for Schlitz, from 1939. In this ad, entitled “Who Said It First?,” nine well-known expressions (though to be fair, a few of them I hadn’t heard before) are given their origin stories, explaining where they came from, and then the ad ends with just one more, number ten. That last one is “The Beer That Made Milwaukee Famous,” yet curiously, the story doesn’t involve the Schlitz marketing department or ad agency.

Monday’s ad is for Schlitz, from 1940. In this ad, entitled “How To Celebrate A Great Occasion,” it tells the story of how people have celebrated occasions throughout history. Toward the end of the history lesson, the author wonders what Shakespeare would have thought of bottled Schlitz. Not the question I would have asked, although he also wants to know if Hamlet was mad.

Sunday’s ad is for Schlitz, from 1940. In this ad, entitled “Moments We’ll Never Forget …,” is features “Six great explorers recall exciting episodes around the world.” But then there’s one more story. And it’s the moment you first tasted Schlitz. There’s even a sidebar with how bad air is for your beer. Another dense double truck filled with text. These may some of the first advertorials.

Saturday’s ad is for Schlitz, from 1940. In this ad, a trivia bonanza, all about how things got their names. “What’s in a Name? Everything!” There are sixteen little histories of how different things got their names, which is a lot for an ad, even a double truck. And then there’s just one more origin story:Schlitz.

Friday’s ad is for Schlitz, from 1939. In this ad, with the ridiculously long title “Favorite Recipes of famous Amateur Chefs that go well with that famous flavor found only in Schlitz. The dense ad includes short bios and recipes from ten people (they’re hard to read) and this interesting blanket statement. “The epicure prefers a beer that is neither sweet nor bitter.” I think that depends on what he’s doing with it, how he’s using it or what food he’s pairing or cooking it with. Of course, this was 1939, and Sean Paxton and Bruce Paton hadn’t been born yet.

Thursday’s ad is for Schlitz, from 1938. In this ad, it tells the tale of a man from Kansas in India for work, and amazed at the foreign land’s beauty and strangeness. But hen his “boy” brings him a brown bottle of Schlitz, cooled in a waterfall, and all is right with the world once more. In fact, he believes that beer saved his life. That’s a pretty impressive beer.

Wednesday’s ad is for Schlitz, from 1939. In this ad, it’s an early form of listicle creating “A Geographic Hall of Fame,” meaning what certain places are famous for. Some are obvious, like cigars from Havana or Concord grapes. Others seem less well known, at least to me, like sausage from Bolgna or china from Dresden. (I certainly didn’t see a lot of plates and cups when I was there, though to be fair I wasn’t really looking for china, either.) Naturally, the ad is making the case that what Milwaukee should be in the Hall of Fame for is beer, and not just any beer, but Schlitz.