WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: SABMiller
    View Company Scorecard / Contact Company
Brand: Milwaukee's Best Light
Ad Title: Check In
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America
Agency: Mother
Year: 2006
Target: Mainstream
Company: SABMiller
    View Company Scorecard / Contact Company
Brand: Milwaukee's Best Light
Ad Title: Check In
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America
Agency: Mother
Year: 2006
Target: Mainstream
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Theme(s)

Insufficient Masculinity/Femininity

Violence

Theme Breakdown

AdRespect Score: 
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Four macho men sit around a table playing poker when one announces, "I gotta go out to the car. I'll be right back..."

After the man excuses himself, he makes a phone call outside in baby-talk "Hey honey, how are you? I'm just calling to check in."

Immediately after, he's crushed by a giant beer can fallen from the sky.

The voiceover concludes, "Men should act like men, and light beer should taste like beer. Milwaukee's Best Light."

The ad earns a Negative rating because it suggests men who briefly compromise their stoned-masculine demeanor should die of beer-can-related trauma.

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