Anheuser-Busch decides to mess with Texas

First a confession. There is a tiny little part of me that wishes i was from Texas. That might make a good future post but anyway, there it is. I also don't think i'm alone in that sentiment.

Scott Chaffin is the real thing and he has a post up about the new Bud Light ad-- part of their Forgotten men of Genius series. This time out A-B "salutes" Mr Way Too Proud of Texas Guy. Scott thinks he might qualify.

It's a funny ad but like all of the FMG spots it's "salute" is in the form of gentle mockery. That is par for the course for advertising aimed at non-metrosexual males-- people like Bud Light drinkers.

Watch any TV at all and you notice a sharp split between the portrayal of males and females in the commercials. The women drinking the crappy flavored instant coffee are slim, sophisticated, intelligent, and beautiful. The father in the cell phone ad is a pudgy doofus. The woman going to Home Depot is hyper-competent. Husbands who do home repair in ads are dolts who always screew up.

So where is the research that shows that mocking the customer is the best way to earn their loyalty?