Mad Ave's Man Ads (first in a series?)

Milwaukee’s Best Light, makers of the (as Jessica from Feministing.com put it) "Accept masculinity standards or be killed by beer" ads, have, after a manly hiatus, returned with – how should I put this? – a new piece of shit. Three guys stand in a back yard in front of a trampoline. One of them decides to give it a try. He bounces a couple of times and then does a little kick-thingy, a little flourish (Skiers, help me out here, it’s the one where you kind of throw your head to the side and kick your feet to the same side at the same time as if to touch head and feet – I know I used to see hot-dog skiers do it off of moguls and jumps on Wild World of Sports when I was a kid.). Anyway, so, yeah, you guessed it, as soon as the man shows some frivolousness, some creativity – whoomp!, smashed by giant beer can. (marketed to male sports fans by condescending, smarty pants "creatives" at ad agency called . . . wait for it . . . "Mother.") You can watch all the action on the MBL site, of course (Or, if you were a talented and angry geek who wants to fight the dominant masculist paradigm, you could hack the g.d. site to pieces. I’m just saying you could, is all I’m saying, is all.)