Theme of the ads: MEN are wusses?
I took a lit class called "Social Movements in late 19th-early 20th century literature"
We read like Winesburg Ohio, My Antonia, Country of the Pointed Firs, etc...
And part of it was that because of the rapidly changing social landscape, due not in any small part to increasing immigration, white men felt very threatened, especially their own masculinity. There were "Electric Belts" to improve um...vitality...and big game fixed hunting became popular.
Fast forward to today...everyone is freaked about losing their job, about the country's changing racial demographics...seems like a kind of parellel.
Now, ladies and gentlemen, The Who!