This Monarch ad reads like Alice in Wonderland meets The Wizard of Oz, in a colorful illustration fit for a children’s book. Who is the target demographic here? Elementary schoolers with a java fix? The ad also references Luke and Lucy, used repeatedly in post-war ads. Luke the Lion was the mascot, offering abundance to a hungry country. In some cases, he was even a magician!
With his gold crown, tame demeanor and lustrous mane, he quickly became Mom’s favorite dinner guest. Who cares if he’s not the most masculine of cats when his basket is always full of sweet peas and grapefruit juice?
I Don't Get It 
Luke the trans-lion whose ads look like they promote psilocybin.
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Absolutely.
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Where ya been?
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Trying to cross every T for my son entering college in a few weeks. Every day, a new task. Dealing with shoulder issues that make it no fun to type or move or sit.
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Oh OK, I was getting concerned – it was quiet, too quiet. Then I figured you were just up in Luckenbach holding hands and pitching woo.
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Well, it’s been nigh on two years since we visited Waylon and Willie and the boys. You threw in a Merle there as well!
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Yeah I mixed up my Merles twixt Muskogee and Luckenbach and deserve to be punished.
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I cannot quite explain why but that lion is deeply creepy to me.
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I hear you, sister. His jaw is locked into a smile like Miss America.
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Great artwork. Sadly you don’t see that lushness too much anymore. I am curious what magazine they appeared in. I never heard of Luke before but I am sure a company the size of Monarch was a big player in “restocking ” Europe.
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LIFE! I bet you’re right about restocking.
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I remember Life as a youngster but liked Look more. It had more pictures.
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I have tons of LIFEs but I can hardly ever
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Advertising sure was an interesting game back in the day, Kerbey. I’m glad you’re back with us here. Read you’re explanations above. Exciting times with the son! And I hope your shoulder is on the mend, my friend.
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Thank you! MRI yesterday. Praying for the best!
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