Life — May 31, 1917 — page 6: what you’re looking at

What you’re looking at

This is primarily a **whiskey advertisement** for Johnnie Walker Red Label, disguised as satirical editorial content in *Life* magazine. The cartoon depicts four men in 19th-century dress gathered socially. The caption's joke plays on the phrase "everything comes to him who waits"—the host insists he won't wait for Johnnie Walker whiskey delivery any longer, will "ring the bell" immediately. The header "Born 1820—still going strong" suggests the product's long history and durability. The advertisement emphasizes that Red Label whisky is aged over 10 years before release and maintains "guaranteed same quality throughout the world." The agents listed are Williams & Humbert (New York) and the Scottish distiller John Walker & Sons. This appears to be a transatlantic liquor marketing campaign targeting affluent American consumers during the early 20th century.