If You Can Now Bring Your Whole Self to Work, What Do You Bring To Miller Time?

I want to soften you up for a conversation we’re going to have here next week about 21st century virtues.

I’m going to do so with a modern take on a series of 20th century American TV commercials that I watched during the televised football games of my formative years.

These commercials taught me and a whole generation of boys who saw it a thousand times, what a man ought to expect from life: a daily cycle of difficult, dirty and dangerous work—and then a cold mountain stream of cheap lager beer.

Along with those on an identical theme, from Budweiser—”for all you do, this Bud’s for you”—these Miller High Life commercials featured loggers, clammers, cowboys … and whatever you call guys who remove snow from railroads.

Yes, these spots normalized high-functioning alcoholism. But they did so with style, and they glorified an honest day’s work as much as they glorified drinking.

Now, in our purpose-driven workplace, where we value softer work and softer play, celebrate vulnerability and honor relatability—is there still a place for Miller Time? I tackle that question in a new commercial, for our times …

We’ll play that one more time next week, when we contend with a communication colleague who believes that “21st century virtues” like authenticity, vulnerability and humility are “failing our democracy.”

Don’t touch that dial.