Annheuser Busch: Parenting Advice from Real Men of Self Righteousness

Real Men of Genius is my favorite commercial. Great ad writing in a sixty second format is a talent. When the result is something to make me laugh at simplicity, the work is pure art. I prefer this commercial campaign on radio to any Super Bowl ad ever run. When I was buying beer, none of the ads ever caused me to buy a Bud, but they do make me laugh. The Coors Light "...And twins" compelled me to buy Coors Light. I'm a visual guy.

Yesterday I heard a radio ad by Annheuser Busch that left me annoyed. Apparently some smart executives decided to use the AB mega billions to redirect the attention of teen alcohol abuse from the producer to the parents. I don't remember the exact words, but the message included a blatant statement that children who have parents who stay involved in the child's life are less likely to partake in illegal and dangerous activities. Well, that's just brilliant. Now I know what I did wrong.

I should have been more involved. Let see, I took my young sons to Milwaukee and stayed in a tall hotel downtown. On top of a taller building, viewable from our location and points beyond-- a Budweiser Sign. We saw baseball games at Miller Park. The home team is the Brewers. For a homerun, the team mascot, Bernie Brewer, slides into a giant beer stein. When we went to Packer Games, we entered the stadium at The Miller Gate. Every sporting event we watched on TV was sponsored by beer companies. A three hour presentation of football includes nearly two hours of commercials--most selling a life of fun and frolic as a by-product of beer consumption. In Florida we could visit Busch Gardens. Aaron and I went to a movie in Bend, OR when he was at boarding school. Prior to the previews we watched a beer commercial. I remember the moment because I knew I wanted a cold beer and suspected Aaron was being tempted by the message. Every grocery store and convenience store has bread, butter, milk, beer, wine, and hard liquor. More stores sell beer than books in our town. Devils Lake is a pristine lake and park, except for the trash bins overflowing with empty beer carcassas on a Sunday afternoon.

Now I wasn't a perfect parent. I abused alcohol in front of my children and that was wrong; I knew it was wrong then but I downplayed the risk. My boat was sometimes a giant, floating cooler. I can accept responsibility for my mistakes-- and there were many. There will be more. Help from the liquor industry to raise attention to my flaws is not necessary. They could spend some effort in self evaluation too.

Today I pay attention to beer commercials and liquor ads. In the ads we get the girl, the girl gets the guy, our team wins; everyone gets the car, the fun, the friends, the high life. I know people who have lost body, mind, and soul from alcohol abuse. I know people who have lost family members from alcohol abuse. Friends have died. Their parents were involved from beginning to dire end. Parents and their children do amazing work changing themselves. They can't fix the past. They focus on the present. They focus on self. AB could do the same. Responsibility. Humility. Honesty. I'd like to see Annheuser Busch and Miller compete to make the most honest beer commercial.

For myself, yes, I should have been more involved with my sons...A mega-million dollar ad budget of my own, and a shield from every temptation would have been helpful too.