Life, 1915-12-16 · page 5 of 44
Life — December 16, 1915 — page 5: what you’re looking at
What you’re looking at
This is primarily a **Johnnie Walker whisky advertisement** disguised as satirical comic content. The illustration depicts a coach accident scenario where an injured victim requests "Johnnie Walker—in the non-refillable bottle, please!" as emergency treatment. The satire plays on the whisky's reputation as a remedy for shock and injury—a common trope in early 20th-century advertising. The "Born 1820—Still going strong" caption references the brand's longevity and consistency. The advertisement emphasizes the non-refillable bottle's guarantee of authenticity and quality, addressing concerns about counterfeiting. The agents listed (Williams & Humbert) distributed the Scottish whisky in New York. This blends humor with product promotion in a manner typical of 1920s-era Life magazine advertising.
📄 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. ’ /B]i 2-| é Oumer (excitedly to chauffeur): ‘Run To THE NEAREST INN AND FETCH SoME WHISKY!” Victim (opening his eyes, more frightened than hurt): ‘“ ‘Jonnie WALKER'—IN THE NON-REFILLABLE BOTTLE, PLEASE!" The famous non-refillable bottle ensures the original ‘Johnnie Walker" quality. Another great point in favour of “Johnnie Walker" is that its quality is safeguarded by enormous reserve stocks, sufficient to meet the most optimistic possibilities of increased demand, 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 WALKEK & SONS, Lro., Waisuy Disriiters, KILMARNOCK, ScoTtann. comicbooks.com