Beer - get away

Nobby Clark
1960's

Type Advertisements
Title Beer - get away
Name given by NZGDA.
Measurements.Dimensions 296mm by 173mm
These are the dimensions of the image that has been cut out from a magazine and pasted into a portfolio.
Materials.Medium Ink
Materials.Support Paper
Materials.Medium 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 previous 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
Phototransparency
ID Number.NZDA Number nzgda_dp_nc_i_136
Style/Period.Style 1960's
Culture New Zealand
The culture in which the image was created.
Subject Beer, bottle, hand, people, man, woman, caravan, car, table, hat, clothes, chips, grass, wheel, sunglasses, glass, fishing rod, guitar
Subject Lion Brown Beer
The product that is being advertised.
Relation.part of Dormer-Beck Ltd
The original artwork was completed whilst Clark was working for the Dormer-Beck advertising agency.
Description Image and text. The advertisement is comprised of illustration and copy. At the bottom right of the advertisement is a hand holding a beer bottle. The bottle is open & and is being held almost completely upright. To the left and starting just above of the bottle top is the copy that reads; 'Get away from it all...to somewhere green with Lion Brown. The scenery's free, so leave it like you found it!' Underneath the copy is the Lion Breweries logo of a Lion standing on his back paws and the words 'it's mighty'. Above the copy is a line drawing of a caravan and four people. The caravan has grass around the base and the horizon in the background. To the back right of the carvan is a car that has a fishing rod leaning up against it. The caravan door is open & and a man is standing to the left of the door. He has a glass in his right hand and is pouring beer from a bottle into the glass. In front of him is a small fold up table. To his left is a woman seated in a chair, reading a paper & wearing a sun hat and sunglasses. To the right of the man is a couple who appear to have just arrived at the caravan. They are both wearing shorts and are carrying various things including a bag of chips, a guitar and a brown bag. Everyone is smiling & appears happy. [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 were closing 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., 02. and 08 2001
Source Amy MacKinnon
Researcher. 2000.
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.