A guy steps up to the bar to order a lite beer from a female bartender, without specifying any brand. She says, "Sure, do you care how it tastes?"
With a smile, he says, "No, I don't really care." She hands him a bottle and says "Okay, when you start caring, just take off your skirt and I'll give you a Miller Lite."
The man, perplexed, walks away and is actually wearing a red skirt in the bar.
In case the insufficient masculinity message is missed, the announcer growls, "Man up. 'Cause if you're drinking a light beer without great pilsner taste, you're missing the point of drinking beer."