I mean where do I start with this one?
I don’t need to point out what’s so odious about this one, but can you imagine how insufferable the kind of guy would be who calculates his every move from the time he enters a new bar?
What’s interesting here is that Modelo, a relatively shitty, low-rent beer, has invested some money in an advertising company that employs very smart people to help make it the new Tecate, which seems to’ve become the west-coast PBR owing to being inexpensive and never advertising. So Modelo might not be so smart, but these people they’ve hired? Very smart people. All commercials operate off our fears and anxieties, and nothing scares a twentysomething hipster more than not being cool. Or, more exactly, not being seen by others as cool.
I was always a nerd. I don’t remember how or when I learned that being an adult meant no longer needing to care what other people thought about me, but this is what I had faith in growing up. I understand worrying about whether you smell, or are pretty. But worrying about whether strangers in a bar you’ve never been inside think you have good taste? It’s maybe the definition of the hipster.