In a deep-toned drawl, his friend says, "It probably has to go a little deeper."

Meanwhile, an insect is buzzing around the third guy and his dramatized reaction is squealing, "Get off, get off!"

The other two men look at him like the fool he's portrayed to be.

He is then smashed by a larger-than-life beer can.

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 implies that all men afraid of insects aren't man enough and should be squashed by giant beer cans.
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Company: SABMiller
    View Company Scorecard / Contact Company
Brand: Milwaukee's Best Light
Ad Title: Insect
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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Three shovel-buttressed macho men stand around a hole they've just dug when one mumbles, "What do you think?"

In a deep-toned drawl, his friend says, "It probably has to go a little deeper."

Meanwhile, an insect is buzzing around the third guy and his dramatized reaction is squealing, "Get off, get off!"

The other two men look at him like the fool he's portrayed to be.

He is then smashed by a larger-than-life beer can.

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 implies that all men afraid of insects aren't man enough and should be squashed by giant beer cans.

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