Netflix’s show The Queen’s Gambit has reignited interest in the game and fueled demand for chess sets. Just for fun, this 10-part series exhumes chess-themed advertising from the same era (mid-1950s through 1960s).

“I dreamed a played chess in my Maidenform bra.” A 1962 ad — part of a surreal “dream” campaign, in which women go back to school, start careers, work in construction, win elections, and so forth… which sounds feminist. However, the underlying message (as articulated in an ad about a woman firefighter) is: “Dangerous yes… but beautifully under control.”