Wondering what to sip on while you wait for spring to return? This ad for Seagram’s whisky commends internationalism, celebrating not the champion athletes, but the cozy spectators of the 1960 Winter Olympics. It’s funny because most of the spectators in the ad don’t look to be focused on the sporting events at all, and rather on the pleasure of their own company. Just goes to show you, there’s nothing that brings people closer together than a bottle of whisky and an excuse to drink it; in this case that excuse is the Olympic games.

Here’s the small body copy of the ad:

Spectators’ favorite at winter olympics. At this tiny corner of the world in the whole world’s gaze, thousands cheer champions of thirty nations. This is the great adventure, the grand spectacle, cause for celebration — and, fittingly, Canada’s internationally esteemed whisky is poured in toasts. Its balance is faultless, its savor is exceptional, its pleasure is universal. Seagram’s imported Canadian VO. Known by the company it keeps.