These ‘sportsmen’ grin and beer it
(Reprinted from July 1, 2010)
Beer and sports will be forever linked.
Whether or not you personally choose to imbibe in the malt-and-hops mixture is irrelevant. The fact is that more than enough people do so while attending athletic events to render the small number of non-drinkers meaningless.
If that weren’t true, why would beer manufacturers be regular sponsors of sports broadcasts? It’s all but impossible to watch a football game on TV, for example, and not see a plethora of beer ads, most of which are juvenile in their sales approach.
Unlike the famed Miller Lite commercials of the 1970s and ’80s that featured retired jocks spouting genuinely clever and humorous dialogue, today’s TV spots tend to embrace a frat-house mentality and lack any memorable moments, save for the lingering camera shot of whatever scantily-clad coed du jour is being used in the ad. The one thing that does make me laugh is how the goofy, beer-holding — notice how no one is actually shown drinking the product on those commercials — guys think they’ve got a chance to become involved with Ms. Hot Number, who, in real life, would either mock or completely ignore them.
There’s proof positive of how alcohol can impair both judgment and sensibilities.