Pepsi-Cola's The Sociables (1959-1960)

Good morning!! 

While I think I've mentioned to you several times my undying fealty to the Coca-Cola corporation, I have to say, Pepsi-Cola gives Coke a run for its money in late 1950's advertisements. I've referenced Pepsi's early to mid fifties' advertisements in this blog, rending my garments with sheer envy of the women in those wasp waisted, clinging ensembles and their chic bouffants. In that advertising campaign, Pepsi tried to convince you that their products were lower in calories than other sodas. In these 1959-1960 illustrated spots, Pepsi wants you to know that their superior cola drink can catapult you to new heights of popularity!

Ah, the Sociables. Who wouldn't want to be counted among Pepsi's gilded few who throw house parties where people sit around on velvet cushions, admiring the exposed beams in your Eames-filled canyon getaway? I love the blonde homeowner, above, whose ensemble consists of a vibrant paisley print shirt fabric-matched to her shoes, cigarette pants, love beads, AND a dramatic waist sash. Because why not! As always with these midcentury illustrations, I admire the level of detail that has gone into the actual artwork. The Eva Saint Marie lookalike at stage right has coral pink nails to match her lipstick. The table with the projector on it in the center has tiny slides scattered around, waiting to be placed in the carousel. You can see a hint of a staircase and a doorway to the kitchen in the far background. I think advertising really lost something in the sixties' and seventies' when photography, for the most part, replaced these intricate splashes of "a more ideal" version of real life.

Poolside, a man who could have stepped out of an American Apparel ad from last week (white framed sunglasses, striped navy and red maillot) partakes of a proffered cigarette from the girl in the sash. AGAIN with the sash. Maybe that was thing in 1959? Note the poolside bar cart being used for what God intended, mobile food and beverage service. I see so many of these type entertaining tools moored to a single place in interior design spreads, when wasn't the entire point of having a service cart to be able to serve from it? I'm no less guilty, as my bar cart is a non-moving display center for bottles of wine, my penguin ice bucket (which, omfg, by the way, they're selling for $89.00 on Urban Outfitters...I have two, neither of which was more than $6 at an estate sale!), and various pretty glasses, but at least when people come over I do actually serve drinks from it. Also, I want a pool and a tent like that. Or at least to belong to a community club with both. ARE wishes like fishes?

Whew, LAWD. These people are killing me with this low-slung, rattan table and the wire ice cream parlor stule chair. Not to mention that woman's taupe dress collared and cuffed in mink-or-similar! Be still my beating heart. I'm trying to figure out if this is at some kind of restaurant? A flower show in the self same? Where are they that men are bringing orchids over for her perusal? You tell me.

Do you think this is host and hostess, in the foreground of this illustration? Because if it is, think about coordinating your outfits to provide the maximum chance of triggering a seizure in your more visually susceptible guests? I LOVE IT. Plaid and op-art stripes, sign me up a hundred percent. I also hadn't thought much about the idea of putting glass bottles of Coke or Pepsi in an ice bucket, champagne style, but doesn't that lend an odd elegance to the table setting?

Another beach scene, but notable for the fact that Bob Peak did the art for this spread. Who's Bob Peak, you may ask? Fellow vintage-o-philes might remember his artwork for the program/book of the movie version of My Fair Lady, and a number of movie posters, with titles ranging from Every Which Way But Loose to Star Trek V. He's one of those staggeringly prolific and talented commercial artists from the time period. You can see more of his work here and here.

This one isn't signed Peak, but doesn't it look similar? All that lush color and dark pen lines. I love that the woman is holding her program so you can tell exactly what's going on (unlike the mysterious orchid scenario above)...she's at a Benefit Fashion Show! Is it wrong that I like the woman's dress more than the ones parading down the catwalk?

Last but not least, you know I had to throw this wedding themed Sociable ad in. I love that the copy says something like "The Sociables" hear wedding bells...! If you want to be popular, attend fashion shows, have strange men parade flowers in front of you, OR be innundated with marriage proposals, sister, you better drink Pepsi. I'm only telling you that because I'm your friend. How do you like the "Officer and a Gentleman" style uniform on the groom! Or the two women in identical poufed out pastel tafetta, sporting those pretty little bow-head pieces that were so popular around the last fifties'/early sixties' for formal wear! I die. So pretty!

Anyway, what do you think about these Sociables? Have you seen any mid century illustrations or adwork that really knocked your socks off lately? Let's talk!

That's all for Wednesday (folks, we're halfway through the week!). Have a fantastic "hump" day and I'll see you on the downhill slide to the weekend! Til then.