Campari Ad, Circa 1956

I found this odd little Campari ad in the October 13, 1956 issue of The New Yorker, in the middle of a nasty review of Colin Wilson’s The Outsider by the critic Dwight Macdonald (see page 199 of the issue; if you’re a New Yorker subscriber, you can see this an other strange liquor ads from decades of archived issues online).

Note the handy Negroni, or, “Campari Cocktail — The World Connoisseur’s Cocktail” recipe. I don’t know what possessed some young ad man to compare the bitter orange flavor of Campari to water skiing on swans, or to be so frank about it being “an Acquired Taste,” but I like it. It’s delightfully weird.

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