It is interesting to see beer companies embrace the fact that their product's sole purpose is inebriation. You see a Natty commercial, they have coolers/mini fridges stocked with a few 30's. Similarly, Captain commercials show drunken ~25 year olds running around town chasing women. Compare that to a quality beer/liquor commercial, such as the Crown Royal "sometimes one more is one too many" commercial. I guess it's better than them trying to pass off their product as something desirable.