TABLE OF CONTENTS

LIKE ART

the star-spangled pitch.

“THEY SAID THIS CITY was through. You said, No way. . . . And this Bud’s for you.”

Sometimes selling beer isn’t enough. Sometimes an advertiser has to stand up and be counted and urge consumers to do the same. What good is a Budweiser, even in a long-neck bottle, if your city is dead?

Hey Dad, you’re out of a job. Good morning! This Bud’s for you!

Our brewery friends at Anheuser Busch have realized that Bud isn’t what it used to be when you’re laid off in Detroit, when the mills are closed down in Cleveland, when the oil rigs are shut down in the Gulf of Mexico. This Bud is for after work, let’s face it. It’s not instead of work.

So today when they’re advertising today’s Bud, they’re issuing a challenge, a challenge to rebuild the industrial heartland of America. Even if you’re laid off, you’ve got to get out there and do something you can drink to with pride. You’ve got to rebuild that

Sign-in to keep reading

Artforum print subscribers have full access to this article. If you are a subscriber, sign in below.

Not registered for artforum.com? Register here.

SUBSCRIBE NOW at the special holiday rate of $45 a year—70% off the newsstand price. You’ll receive the print magazine plus full online access to this issue and our archive.*

Order the ONLINE EDITION for $5.99.

* This rate applies to U.S. domestic subscriptions.