Beer - bottle in sock

Nobby Clark

Type Advertisements
Title Beer - bottle in sock
Name given by NZGDA.
Measurements.Dimensions 96mm by 196mm
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 colour - 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 the previous Lion Beer campaigns.
Creator.Corporate name Lion Breweries
Role Commissioner
This was the company that commissioned the advertisements from the agency.
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
ID Number.NZDA Number nzgda_dp_nc_i_135
Style/Period.Style 1960's
Culture New Zealand
The culture in which the image was created.
Subject Beer, bottle, fishing, fishing rod, man, woman, hat, bag, bank, pipe
Subject Lion Brown Beer
The product that is being advertised.
Relation.part of Dormer-Beck Ltd.
The advertisement was completed whilst Clark was working for the Dormer-Beck advertising agency.
Description Image and text. This is a black and white print cut from a magazine. A hand holding a dark beer bottle is situated at the bottom left of the image. To the left of the bottle is text that reads "and Brown is mighty", to the left of this is the Lion Breweries logo of a lion standing upright on its two back paws. Above the bottle, in the middle of the page is an illustration of people fishing. Two men are standing on a bank holding fishing rods. They are both wearing hats and rolled up trousers. The man on the left of the illustration is smoking a pipe. The man in the centre of the illustration is reaching with his left hand to a woman seated on the ground. With one hand she is holding out a glass of beer. In her other hand she is holding a beer bottle. The top part of the image is dominated by text that reads 'The old bottle in sock trick...Get smart - try it - works like a twelve foot fridge and there's nothing like cold beer between no bites...' [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 pubs in New Zealand 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]
Source Nobby Clark
In discussion with AM 08. and 09. 2000. In discussion with AAF 01. and 02. 2001.
Source Abigail Fox
Researcher, image analysis and interpretation. 01. and 02. 2001
Source Amy MacKinnon
Researcher. 2000.
Source Katy Yiakmis
Researcher, image analysis and interpretation. 08. 2001
Source Frances Joseph
Researcher, image analysis and interpretation. 08. 2001
Rights Copyright
Permission to present this work in the NZDA has been given by the artist.