Saturday, April 27, 2013

Schlitz Malt Liquor magazine ad (1980)

Jet, August 21, 1980
I always liked the Schlitz Malt Liquor bull on the old beer cans and the slogan "Don't say beer, say bull." Neither was very complicated but both punched through to the heart of the matter like a Hemingway sentence.

It's strong and vigorous like a bull. More so than beer and what better way to emphasize that point than with a masculine spokesman like Hall of Fame football player Willie Davis.

I don't know if the bottle was less than the standard 12 ouncer but it sure looks smaller in the hand of Davis. The old tinfoil label secured to the cap is a classic as well. Didn't Michelob also utilize that feature?

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