Goebel - England

Synopsis

An English-language advertising film for Goebel 22 beer. In this puppet film, a rooster in England picks up a typical British sentry. Together they visit a pub, where they drink a Goebel 22 beer.

Trivia

Puppet advertising films for beer brands feature regularly in Joop Geesink’s Dollywood collection. The clients were often based in England and the United States, but films were also made for the Dutch market for brands such as Heineken, Amstel and Oranjeboom.
American and British advertisers presumably had more generous advertising budgets. Complete series were therefore often produced for these clients, featuring recurring characters and recognisable advertising messages. In this film, the rooster appears in an English setting. Similar Goebel films are set in Belgium, Germany, England, Holland, Switzerland, amongst cowboys in the United States and even at the bottom of the sea. The setting varies, but the message remains the same: Goebel is a quality beer. In total, it is estimated that at least 25 Goebel puppet films were made.

The rooster

The rooster is Brewster Rooster, Goebel’s famous mascot. He appears in the film series in ever-changing outfits and roles. This allowed him to take on roles such as a cowboy, soldier, explorer or sportsman, without losing his recognisable appearance.

A series of interchangeable heads was carved for Brewster, each with its own facial expression. The torso and hips were made of wood and fitted with arms featuring wing-like hands. His rooster legs had pins, so that the puppet could be securely fastened to the set. A new body or costume was crafted for each new role, whilst the various heads could be reused..

Silent opening

For modern viewers, it is striking that the first second of the film is completely silent. This is not an artistic choice, but a technical consequence of analogue film projection. The sound track began at the same point as the image, but the read head in the projector was situated further along the film path. It had been internationally agreed that the read head had to reach the sound track after 24 film frames. This resulted in a brief silence at the start of the film. With digital video, image and sound start simultaneously.

Brewster Rooster

Brewster Rooster was the mascot of the American Goebel Brewing Company from Detroit. He appeared around 1950 on small Goebel Bantam packaging and went on to become the recognisable face of Goebel 22. He may have succeeded an older Goebel logo, in the form of an eagle.

From 1952 onwards, Brewster starred in an extensive series of stop-motion adverts produced by Joop Geesink’s Dollywood. The films formed part of an international campaign, in which his familiar appearance was combined with a constantly changing array of countries, settings and costumes. Apart from the animated films, Brewster also appeared on beer tins, labels, posters and other advertising materials. The campaign presumably continued until around 1955 or 1956.

The letter from Barclay Perkins

A notable prop is the letter held by Brewster Rooster. It bears the letterhead of Barclay Perkins & Co. Ltd., of the Anchor Brewery in Southwark, London. The text refers to Goebel as “one of the world’s fine beers”. The voice-over also mentions the signatory: William Harris, described as an export manager and lager consultant.

The letter was probably designed specifically for this promotional film. It provides a narrative reason for Brewster’s visit to England and links the American Goebel Brewing Company to the British market. At the time, Barclay Perkins was a renowned London brewery with experience in lager and international trade. The film dates from the period when Barclay Perkins was still operating independently, prior to its merger with Courage in 1955.

Goebel-Brewster Rooster Original design (circa 1938)