Milwaukee created these brilliant ads to illustrate their beer (and even their light beer) as a real man’s drink. These ads depict masculinity most importantly in contrast to what is considered feminine. The ad features men engaging in manly activities with the buddies, such as poker night, fixing the car, watching the game. One guy, however, takes part in something on the side that is clearly not considered masculine, like freaking out about a bee, ‘checking-in’ with his significant other, and wiping off the excess oil off his pizza. Once he takes part in this activity, it is confirmed to the audience that he is taking part in something clearly not what a real man would do when a giant Milwaukee’s beer can smashes over top of him, almost to shame him for doing something not masculine enough.
I think humour works in miraculous ways by making light of serious issues. Beyond the laughs this funny commercial creates, it confirms an even greater binary gap between what it means to be masculine and what it means to be feminine.