In the early part of the mid-century, it was common for companies to hire popular illustrators for ad campaigns. One such illustrator was Douglass Crockwell who painted a series of illustrations for The United States Brewers Foundation.
I found 5 different Crockwell US Brewers Foundation ads in my collection of mid-century women’s magazines. They were published between the years of 1949 and 1951. All but one are from McCalls magazine.
Crockwell’s work is an example of Americana. He painted scenes of adults gathering together in social situations having a good time. He titled the series “Home Life in America”. The text contained in each ad referenced freedom.
In this friendly, freedom-loving land of ours – beer belongs . . . enjoy it!
US Brewers Foundation ad. McCalls March 1951
The above ad was found in the March 1951 edition of McCalls magazine. Titled “Men’s Night in the Kitchen”, Crockwell painted a scene of 2 generations gathering together for soup, salad, and beer. The illustration shows men preparing food in a classic 1950s kitchen. The wives are sitting in the dining area looking on. Everyone has a frosty glass of beer.
Here’s a closeup of the food shown at the bottom of the ad.
Here’s the consistent tagline and logo from the United States Brewers Foundation.
This one comes from the April 1951 edition of McCalls magazine. Titled, “Dad Tries out the Ukulele”, Crockwell paints a multi-generation family illustration. Grandpa is playing the Ukulele with a happy audience looking on.
The beer-drinking audience is about to enjoy some salami and cheese.
Called, “Texas Hospitality”, this McCalls September 1951 illustration shows a group of friends enjoying a Texas BBQ.
What goes well with ribs, beans and potatoes? Beer.
The next Douglas Crockwell illustration comes from Seattle. Here he used the Pugent Sound as the backdrop for the painting called “Planning the New Rig”. It comes from the August 1951 edition of McCalls magazine.
Like the other ads, the scene is showing a group of friends all enjoying a glass of beer.
What goes well with beer in Seattle? Seafood.
Here’s another family gathering together. Called the “Indoor Golf Clinic”, it comes from the April 1950 edition of Ladies Home Companion. This one has some interesting details. Note the argyle socks. Look close to see that there is snow on the ground. A late snow perhaps?
What’s for dinner? Beer and ham.
This ad has the following Americana ad copy.
For beer and ale are the kinds of beverages Americans like. They belong – to pleasant living, to good fellowship, to sensible moderation. And our right to enjoy them, this too belongs- to our own American heritage of personal freedom.
The last Douglass Crockwell illustration that I have to share is titled, “Friends over for Tennis”. The fine print reveals that it is Crockwell’s 31st illustration for the “Home Life in America” series.
Beer and Tennis. What’s on the menu? Sandwiches and deviled eggs.
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