Molson Breweries, Kiss

In an almost identical commercial to Brasseries Kronenbourg, a man spots an attractive woman across the bar. The bartender then brings her a beer before she's ordered.

He starts to walk over to talk to her but then the woman is met by her girlfriend with a kiss, in a shot that is not quite fully shown. The two look at him in a positively alien way and he returns a dopey smile.

He then nods to the bartender to buy the girlfriend a drink too.

The tagline is: "It's not just a beer. It's dry."

Dark and with creepy music, the lipstick lesbians in this commercial come across as total aliens. Typically, they are there for the male gaze, almost fulfilling his fantasy but staying out of reach.

Beer companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the industry's longterm sexist advertising themes that objectified women. Such commercials were summed up by the Swedish Bikini Team ads from Stroh Brewing Co. for Old Milwaukee. Looking for new material to mine, brewers began extensively playing with gay and transgender themes in their advertising. However, because beer drinkers are stereotypically macho, the tone of many of the ads were more often negative. This one simply serves up straight male fantasies of lesbians.