Word: schlitz
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...seeing the Olympics "up close and personal," to borrow ABC'S own phrase. Yet this Olympiad saw many advertisers straining to link their products to the noblest ideals of athletic competition-and at a staggering cost. The result was a kind of electronic jock itch. Schlitz spent $4.5 million to air its effective series of ads. Joe Namath huddled with an assortment of international machos, trying to give the impression that Brut deserved a seat in the United Nations. McDonald's, Burger King and Pizza Hut raised the specter of a future when the Olympic symbol would...
...Olympic organizing committee (COJO) $25 million. To produce a U.S.-oriented version of the Games-through its own staff and technical facilities-will cost ABC another $10 million. But don't fret for ABC's exchequer; at $72,000 a minute, sponsors-the three biggest are Sears, Schlitz and Chevrolet-should pay the total $35 million bill. Says ABC Sports Spokesman Irving Brodsky: "We'll break even. The Olympics don't make money, but they contribute a great deal-immeasurably-to the rise in ABC's prestige." And to the rise in its Nielsen ratings...
...Schlitz is a Schlitz, etc. There is, naturally, a lot more variation in price--if not surroundings--among restaurants in the Square and out. Let's get one thing out of the way immediately: by general consensus, Locke-Ober's in Boston is the best restaurant in this section of the country, at $15 a person. See you and your parents over at Anthony's Pier Four tonight, and likewise for brunch next Sunday at the Prudential Building's Top of the Hub, where bloody Marys and eggs abound at a moderately high expense. For the same meal, local hacks...
...large screen on the right-hand side of the restaurant. The drinkers sat with their backs to the film, while Al the bartender, a skinny man with tremendous ears, told stories and teased his regular customers. I squeezed onto a barstool between a large Lite drinker and a large Schlitz drinker and asked the name of the movie...
...cook meekly figures someone has to roll out dough, assemble cars and take coal from the ground, anyway. The Kitchen's Italian cook will be all right as long as he can change women every month. Max, a muscle-bound American butcher, likes to take it easy with a Schlitz and a good cock joke; still, the way those waitresses get themselves laid is not a laughing matter to his way of thinking, because their aborted "babies" had a right to life. The Irishman goes home and sleeps off the sweaty day under "a paintin' of the Holy Virgin, that...