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.