The Original Inspiration for Old Milwaukee's Current Ad Campaign

... Top - the monthly centre gatefold by Alberto Vargas for March 1946 issue of 'Esquire.' ... Bottom - Gil Elvgren's 'Skirts Ahoy.'

Retro Sexism Or Just Good Art?

... from the latest 'Pegg's World' in the August ish' of 'The Beat magazine.' ... ... Is there anything more beautiful on a hot summer day than the sight of a cold can of beer, condensation glistening like sweat all up and down its tall smooth body? ... ... Yes - that same can adorned with an image of a 1940s era pin-up girl, which is what you get when you buy Old Milwaukee. The only thing more mouthwatering is that girl larger than life on a billboard promoting that same beer. ... ... You may have seen those billboards around town. The most common is a redhead in a skimpy dress with the slogan "A Beauty of a Price." She's all legs and if you know your pin-up art, it's obviously a knock-off of Alberto Vargas' monthly contribution to the March 1946 issue of 'Esquire' magazine. ... ... The girl in the current advertising campaign is dressed in nautical attire. Wearing a sailor outfit and cap, her creators took their cue from Gil Elvgren's famous 'Skirts Ahoy.' ... ... Although inspired by Elvgren, the pose on the can is unmistakably Vargas - her long legs giving the illusion that she's flying through air. The accompanying slogan is "Sure Beats Looking at Your Buddies." ... ... Of course, none of this "retro sexism" is going over well with our local feminist watchdogs who see the advertising campaign as yet another offensive example of women being used as sex objects to sell beer. ... ... Yeah, well no kidding. Gosh, the thought of a beer company using pretty girls to sell their product - what a revolutionary concept! Can you imagine what might happen if Budweiser ever gets wind of this idea? ... ... Pin-up art from the post-war era was a celebration of the female form and the girl next door. They were sexy, they were cute and THEY WERE ALL WEARING CLOTHES! ... ... That's something which makes the current outrage so ludicrous. These girls are wearing more fabric than you will find at the beach or any television beer commercial. ... ... All of which makes little difference to London's self-appointed guardians of community moral standards. You suspect these same people would prefer Botticelli have Venus rise out of the sea wearing a tasteful pants-suit in 'The Birth of Venus'; would put a Genie Bra on 'Madonna and Child.' corsets on those Reubens' babes, and cover the Venus de Milo with a nice sweater vest. ... In Canada, Old Milwaukee is brewed by the good people at Sleemans. Address all praise and compliments to them. ... ... Robert Pegg is a published author currently working on his autobiography, "Living in the Past."