Moosehead Breweries Limited, Tanning

Two young men sit in backyard in lawn chairs after grabbing a couple of Moosehead beers. They begin to stare at two sunbathing women, one of whom is rubbing lotion on the other (her top opened while laying down), on the dock of lake.

As the men gaze at the women on the dock, one asks, "How come it works when they smudge stuff on each other?"

After asking this question, the woman being massaged pulls down her thong bathing suit. The men's mouths are agape as they lean forward to get a better look.

The same man turns to the other, asking, "...But if we did it?"

A vision of the men appears in place of the women, but they are not in the same shape as the gals. In slow motion, his friend rubs lotion down the man's back, then further south as the other pulls down his boxy shorts and begins to reveal his butt. Then a disapproving voiceover yells "Oh!" -- indicating it has gotten too homoerotic.

Both men shake their heads, disgusted by their vision and agree that "it doesn't work." The ad ends with the tagline, "Enjoy your nature."

This ad suggests that it is "natural" for women to touch each other, perhaps sexually, while it is repugnant and unmanly for men to do so.