Is it just me, or are beer com­mer­cials becom­ing more and more insult­ing? Every oth­er beer ad I see nowa­days says noth­ing about the beer itself, but has some images tar­get­ed at a spe­cif­ic mar­ket. For exam­ple, there’s the Labatt Blue “Cheers. To Friends” cam­paign, with it’s enter­tain­ing but point­less Jackass exploits. This hap­pens to be one of the bet­ter series of ads (along with the Alexander Keith’s “Spilly Talker” series), which is not only well done, but does­n’t only show attrac­tive women.

Other com­mer­cials, such as the one telling us that “guys can con­cen­trate on things oth­er than hock­ey” while show­ing a bar full of men star­ing at a female bar­tender, com­plete­ly piss me the FUCK off. Why the fuck would some­one show some­thing like that? Do they expect guys to say, “Yeah, that’s true!! Ha ha!”, give each oth­er a high-five, run to the beer store and buy that brand?

Or how about the “Less is more” series, with some mild­ly amus­ing sit­u­a­tions involv­ing peo­ple wear­ing clothes that don’t fit, due to two work­ers fab­ric com­pa­ny try­ing to save costs on mate­ri­als? The “punch­line” to these com­mer­cials is a woman wear­ing a tiny tube top walk­ing into a bar (the size being due to the sav­ing of fab­ric, no less), the two work­ers real­iz­ing that they’ve done the right thing, and as a result, are able to dance with the woman. The list goes on and on.

What the fuck are these com­mer­cials try­ing to say? That guys are so base as to be swayed by pret­ty colours and images? That we would choose a shit­ty tast­ing beer based on the women or humour in the com­mer­cial? Why would­n’t you just describe the beer and the char­ac­ter­is­tics, so that peo­ple who like pale brews can know about what makes a brand unique? At least say some­thing about how good the beer tastes, instead of try­ing to tell me about how women will have sex with me if I drink a cer­tain brand.

Jesus fuck­ing Christ.