Life, 1915-08-05 · page 3 of 44
Life — August 5, 1915 — page 3: what you’re looking at
What you’re looking at
This is primarily a **commercial advertisement**, not political satire, though it uses a humorous nautical scene for marketing purposes. The cartoon depicts yachtsmen discussing a boat they've nicknamed "Johnnie Walker" because, according to the joke, it's "non-fillable" (can't be refilled with water—implying it maintains consistent quality). The second yachtsman misinterprets this as the boat being unsinkable due to its "tremendous boom and sail." The ad emphasizes that Johnnie Walker whisky, first produced in 1820, has maintained steady growth and consistent quality for over a decade. The "Red Label in a non-refillable bottle" guarantees authenticity worldwide. The agents listed are Williams & Humbert in New York, with production by John Walker & Sons in Kilmarnock, Scotland.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Born 1820 —Still going strong. — cu \ 1st Yachtsman: ‘Jove! THat BoaT OUGHT TO BE CALLED ‘JoHNNIE Wackgr'!" 2nd Yachtsman: ** WHY, BECAUSE IT’S NON-FILLABLE?" 1st Yachtsman : “No, BECAUSE OF ITS TREMENDOUS ‘BOOM’ AND ‘SAIL.’ The “boom” in “ Johnnie Walker” came when it was protected by | the non-refillable bottles. But its immense sale has been a steady growth since 1820. Fast as « Johnnie Walker” sales are forging ahead, it is not so fast as have been its steady increase of reserve stocks held in bond to ensure its unvarying quality. Every drop of “ Johnnie Walker" Red Label in a non-refillable bottle is over 10 years old. GUARANTEED SAME QUALITY THROUGHOUT THE WORLD Agents: WILLIAMS & HUMBERT, 1158 Broadway, NEW YORK. JOHN WALKER & SONS, Lro., Wuisxy Distitiers, KILMARNOCK, Scottano. comicbooks:com