Pioneering days and a brave move by American beer maker Schlitz.A beer, a light beer, something that wouldn't be accepted by Australian beer drinkers until the late 1980s (at least).
This ad (again from Mechanix Illustrated 1964) is great.
It's tight crop infers urgency and speed, a suggestion backed by the sweat pouring down our model's face. The background of sports lockers puts the entire photograph into its suggestive narrative: Spend a hard day on the sport field, quench your thirst quickly with a light beer.
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