DFS Ad Agency Falstaff Beer Advertisements, 1945-1946
Dancer Fitzgerald Sample
Falstaff Brewing Corporation
0.3 cu. ft. : 1 box
DFS is a New York-based advertising agency organized in 1923. It was merged into the Saatchi & Saatchi advertising agency in 1987. The Falstaff Brewing Corporation originated in 1917 as the Griesedieck Beverage Company, and was purchased by the General Brewing Company in 1977.
Scrapbook of proofsheets and photo proofs from DFS's advertising campaign for Falstaff beer (Falstaff Brewing Corporation, client), 1945-1946. The advertisements center on three patriotic themes: (1) a salute to "The Men Who Keep Faith with America," depicting men at work (and some women, as newspaper staff) in occupations which contributed to the war effort, with explanatory text; (2) returning veterans, shown in social settings; and (3) tie-ins with the "Falstaff Show" on radio, showing people in sports and recreational activities.
DFS Ad Agency Falstaff Beer Advertisements, 1945-1946, Archives Center, National Museum of American History