Beer - Spring

Nobby Clark
1960's

Type Advertisements
Title Beer - Spring
Name given by NZGDA.
Measurements.Dimensions 143mm by 198mm
These are the dimensions of the image that has been cut out from a magazine and pasted into a portfolio.
Materials Ink
Materials Paper
Materials Indian Ink
The medium used in the creation of the original artwork was Indian ink.
Techniques Offset Printing
One color - black.
Techniques Copy writing
Nobby Clark wrote the copy for this advertisement as well. He made the copy short so as to be easy to read.
Techniques Drawing
Nobby Clark used pen and ink to create this image.
Techniques Mechanical line drawing
Nobby Clark believes that the image of the hand holding the beer bottle came from a photograph that was mechanically line drawn then sharpened & re-touched by hand.
Creator.Personal name Nobby Clark
Role Illustrator
Creator.Personal name Nobby Clark
Role Author
Clark also wrote the copy for this advertisement.
Creator.Corporate name Dormer-Beck Ltd
Role Agency
Clark recalls that there was talk that Dormer-Beck might lose the Lion Breweries account. He worked "feverishly" to produce these advertisements, creating the illustrations ("doodles"), copy and layout.
Creator.Personal name Nobby Clark
Role Designer
Clark was responsible for the layout of the advertisement and the copy. The artwork for the image of the hand holding the beer bottle, the lion logo and the words 'and ... Brown is mighty' came from previous beer campaigns.
Creator.Corporate name Lion Breweries
Role Commissioner
This was the company that commissioned the advertisements.
Date.Creation 1960's
Late 1960's.
Location.Former Site Newspapers
These advertisements were primarily created for newspapers although they were also printed as posters and show cards. Show cards were slighty larger than A4 size and stood on bar counters to promote a product.
Location.Current Site NZGDA collection
Phototransparency
ID Number.NZDA Number nzgda_dp_nc_i_094
Style/Period.Style 1960's
Culture New Zealand
The culture in which the image was created.
Subject Beer, boat, paint, mast, man, shorts, woman, hat, rope, wood, boom
Subject Lion Brown Beer
The product that is being advertised.
Relation.part of Dormer-Beck Ltd.
The original artwork was completed whilst Nobby was working for the Dormer-Beck advertising agency.
Description Image and text. The main image in this advertisement contains three people working on a boat that is in a dry dock. The boat is placed centrally on the page, with the back of the boat facing the viewer. The mast of the boat runs to the top of the page. To the left of the mast is the copy. Below the copy is the main body of the boat. Standing on the cab of the boat is a woman. She is wearing shorts and bending at the waist away from the viewer. In her left hand she has a paint brush & appears to be dipping it in a pot of paint. Just below the woman, on the deck of the boat, is a man wearing a beanie and a sweater. He is leaning over the side of the boat and lowering a bottle of beer on a piece of string to a man standing on the ground. The man on the ground is reaching up to catch the bottle, his other hand is placed on his hip. He is wearing a trilby style hat and a sweater. The boat is being held upright by a wooden structure. It has a dark rudder and is named 'Costalot'. At the base of the boat are some more tins of paint, a box and a reel of rope. Below the image of the boat, towards the centre of the page, is a hand holding an Lion Brown beer bottle. To the right of the bottle is some text; "Lion is mighty". The word 'lion' has not been written but is represented by a small lion standing on two paws, an image that is the brewery logo. [AAF]
Nobby Clark believes this is the first time that vernacular imagery was used in beer advertising in New Zealand. "At that time New Zealand advertising for beer struck me as being incredibly amusing because there were (I thought) very bad drawings of people usually gathered around a grand piano or in evening clothes drinking beer. Which when you consider what New Zealand drinking was like, it was hilarious". At this time in New Zealand pubs closed at 6pm causing the '6 o'clock swill' after work. Nobby commented that with this advertisement he was trying to encourage a more civilized view of beer drinking which at the same time was relevant to the New Zealand public. [AAF]
Description The text of the advertisement is located in the body of the image. It reads "Spring is sprung! Boats to paint, concrete to pour, ground to dig- better master-mind a Lion Brown working bee!" The type is serif. [AAF]
Source Nobby Clark
In discussion with AM 08. and 09. 2000. In discussion with AF 01. and 02. 2001
Source Abigail Fox
Researcher, image analysis and interpretation. 01, 02 and 08 2001.
Source Amy Mackinnon
Researcher. 2000.
Source Frances Joseph
Researcher, image analysis and interpretation. 08 2001.
Source Katy Yiakmis
Researcher, image analysis and interpretation. 08 2001.
Rights Copyright
Permission to present this work in the NZDA has been given by the artist.