…it’s Dos Equis. Actually, that’s not true. I very rarely drink beer, and I can’t recall the last time I had a Dos Equis. But the fact that that tagline is in my head means Dos Equis did a hell of a job marketing their beer with their pitchman, The World’s Most Interesting Man–who, incidentally, reminds me of Ricardo Gonzalo Pedro Montalbán y Merino, the star of Fantasy Island, which came on after Love Boat. It always comes back to Love Boat for me. It’s my seven degrees of Kevin Bacon.
Women and wine go hand-in-hand. You’ve seen the ecards.
Grapes are healthy, right? Actually, these ecards seem kind of pathetic. The women are often alone. But beer is where it’s at for socializing. Check out this ad for beer in the Fifties:
It’s not wine, women, and song, but it’s beer, women, and song. The broads are dressed to the nines, spinning tunes and knitting, while casually-dressed men smoke pipes, throw back a pint, and wave to chums down at the pier, enjoying a twilight canoe ride. The soft glow of the lantern invites you in to the scene. I love it! And why wouldn’t I? It was painted by Haddon Sundblom, the man who brought us the genius of the Coca-Cola Santa Claus, the standard by which we measure all shopping mall Santas.
Another work of art is this watercolor by John Gannam, “Around the Swimming Pool,” used in an ad for the U.S. Brewers Foundation.
Keep in mind that this was 1948, so everyone was thin. And yes, everyone was fairskinned, so not every token ethnicity is represented, the way they are sprinkled in to department store ads in current acceptable proportion these days. Just get past that, you PC freaks. The focus here is on the technique. This is ART. You an keep your abstracts; I’ll take mine uplifting like this. A sunny day, a refreshing creek (clearly without water moccasins), stylish kerchiefs, Betty Grable legs, snacks at the ready… Who wouldn’t want this life? Even the most devout teetotaler is not immune to those Tang-tinted mugs o’ ale.
I imagine that creek runs down past the neighbor’s back yard, a few doors down, where the festivities continue.
What a sweet back yard! Is that a waterfall in the background? The current looks pretty strong there in the foreground, but that’s not keeping Esther Williams from playfully flirting splashing her friend’s husband, the one hiding her first trimester pregnancy in the robe. Seriously, who wears a swim cap to a Frank Lloyd Wright back yard shindig? She must have just had her hair did. Or maybe it’s tinted pink, from an inept Beauty School drop-out. Either way, beer belongs. You better recognize.
I Don't Get It 