Red White And Beer

Lately I’ve been feeling very patriotic, especially during commercials. Like, when I see those strongly pro-American Chrysler commercials, the ones where the winner of the Bruce Springsteen Sound-Alike Contest sings about how The Pride Is Back, the ones where Lee Iacocca himself comes striding out and practically challenges the president of Toyota to a knife fight, I get this warm, proud feeling inside, the same kind of feeling I get whenever we hold routine naval maneuvers off the coast of Libya.

But if you want to talk about real patriotism, of course, you have to talk about beer commercials. I would have to say that Miller is the most patriotic brand of beer. I grant you it tastes like rat saliva, but we are not talking about taste here. What we are talking about, according to the commercials, is that Miller is by God an American beer, “born and brewed in the U.S.A.,” and the men who drink it are American men, the kind of men who aren’t afraid to perspire freely and shake a man’s hand. That’s mainly what happens in Miller commercials: Burly American men go around, drenched in perspiration, shaking each other’s hands in a violent and patriotic fashion.

You never find out exactly why these men spend so much time shaking hands. Maybe shaking hands is just their simple straightforward burly masculine American patriotic way of saying to each other: “Floyd, I am truly sorry I drank all that Miller beer last night and went to the bathroom in your glove compartment.” Another possible explanation is that, since there are never any women in the part of America where beer commercials are made, the burly men have become lonesome and desperate for any form of physical contact. I have noticed that sometimes, in addition to shaking hands, they hug each other. Maybe very late at night, after the David Letterman show, there are Miller commercials in which the burly men engage in slow dancing. I don’t know.

I do know that in one beer commercial, I think this is for Miller—although it could be for Budweiser, which is also a very patriotic beer—the burly men build a house. You see them all getting together and pushing up a brand-new wall. Me, I worry some about a house built by men drinking beer. In my experience, you run into trouble when you ask a group of beer-drinking men to perform any task more complex than remembering not to light the filter ends of cigarettes.

For example, in my younger days, whenever anybody in my circle of friends wanted to move, he’d get the rest of us to help, and, as an inducement, he’d buy a couple of cases of beer. This almost always produced unfortunate results, such as the time we were trying to move Dick “The Wretch” Curry from a horrible fourth-floor walk-up apartment in Manhattan’s Lower East Side to another horrible fourth-floor walkup apartment in Manhattan’s Lower East Side, and we hit upon the labor-saving concept of, instead of carrying The Wretch’s possessions manually down the stairs, simply dropping them out the window, down onto the street, where The Wretch was racing around, gathering up the broken pieces of his life and shrieking at us to stop helping him move, his emotions reaching a fever pitch when his bed, which had been swinging wildly from a rope, entered the apartment two floors below his through what had until seconds earlier been a window.

This is the kind of thinking you get, with beer. So I figure what happens, in the beer commercial where the burly men are building the house, is they push the wall up so it’s vertical, and then, after the camera stops filming them, they just keep pushing, and the wall crashes down on the other side, possibly onto somebody’s pickup truck. And then they all shake hands.

But other than that, I’m in favor of the upsurge in retail patriotism, which is lucky for me because the airwaves are saturated with pro-American commercials. Especially popular are commercials in which the newly restored Statue of Liberty—and by the way, I say Lee Iacocca should get some kind of medal for that, or at least be elected president—appears to be endorsing various products, as if she were Mary Lou Retton or somebody. I saw one commercial strongly suggesting that the Statue of Liberty uses Sure brand underarm deodorant.

I have yet to see a patriotic laxative commercial, but I imagine it’s only a matter of time. They’ll show some actors dressed up as hardworking country folk, maybe at a church picnic, smiling at each other and eating pieces of pie. At least one of them will be a black person. The Statue of Liberty will appear in the background. Then you’ll hear a country-style singer singing:

“Folks ‘round here they love this land; They stand by their beliefs; An’ when they git themselves stopped up; They want some quick relief.”

Well, what do you think? Pretty good commercial concept, huh?

Nah, you’re right. They’d never try to pull something like that. They’d put the statue in the foreground.

Why Not The Best?

Excellence is the trend of the eighties. Walk into any shopping-mall bookstore, go to the rack where they keep the bestsellers such as Garfield Gets Spayed, and you’ll see a half-dozen books telling you how to be excellent: In Search of Excellence, Finding Excellence, Grasping Hold of Excellence, Where to Hide Your Excellence at Night So the Cleaning Personnel Don’t Steal It, etc.

The message of these books is that, here in the eighties, “good” is no longer good enough. In today’s business environment, “good” is a word we use to describe an employee whom we are about to transfer to a urinal-storage facility in the Aleutian Islands. What we want, in our eighties business executive, is somebody who demands the best in everything; someone who is never satisfied; somebody who, if he had been in charge of decorating the Sistine Chapel, would have said: “That is a good fresco, Michelangelo, but I want a better fresco, and I want it by tomorrow morning.”

This is the kind of thinking that now propels your top corporations. Take the folks at Coca-Cola. For many years, they were content to sit back and make the same old carbonated beverage. It was a good beverage, no question about it; generations of people had grown up drinking it and doing the experiment in sixth grade where you put a nail into a glass of Coke and after a couple of days the nail dissolves and the teacher says: “Imagine what it does to your teeth!” So Coca-Cola was solidly entrenched in the market, and the management saw no need to improve.

But then along came Pepsi, with the bold new marketing concept of saying that its carbonated beverage was better, a claim that Pepsi backed up by paying $19 trillion to Michael Jackson, the most excellent musical genius of all time according to the cover story in Newsweek magazine. And so the folks at Coca-Cola suddenly woke up and realized that, hey, these are the eighties, and they got off their butts and improved Coke by letting it sit out in vats in the hot sun and adding six or eight thousand tons of sugar, the exact amount being a trade secret.

Unfortunately, the general public, having failed to read the market surveys proving that the new Coke was better, refused to drink it, but that is not the point. The point is, the Coke executives decided to strive for excellence, and the result is that the American consumer is now benefitting from the Most vicious carbonated-beverage marketing war in history. It wouldn’t surprise me if, very soon, one side or the other offered to pay $29

trillion to Bruce Springsteen, who according to a Newsweek magazine cover story is currently the most excellent musical genius of all time, preceded briefly by Prince.

This striving for excellence extends into people’s personal lives as well. When eighties people buy something, they buy the best one, as determined by (1) price and (2) lack of availability. Eighties people buy imported dental floss. They buy gourmet baking soda. If an eighties couple goes to a restaurant where they have made a reservation three weeks in advance, and they are informed that their table is available, they stalk out immediately, because they know it is not an excellent restaurant. If it were, it would have an enormous crowd of excellence-oriented people like themselves, waiting, their beepers going off like creckets in the night. An excellent restaurant wouldn’t have a table ready immediately for anybody below the rank of Liza Minnelli.