Shatner. I’d fight William Shatner.
Guinness redeems itself this week, my friends. This one is a commercial I can actually watch and enjoy the humor. I’ll give you a second to watch it. Go ahead. I promise, no chicks getting tag-teamed this time.
This commercial is great for one big reason; it plays a lot with semiotics.
The reverse evolution is one long example of semiotics – as fast as the video is moving, we are keeping up with it based on learned symbols and concepts about the evolutionary process. Cro magnons, dinosaurs, it’s all there – and so is the message: drinking beer, more specifically Guinness is part of our fundamental make-up as men. It’s been in our blood since the dawn of time. Now what’s going to get the heart pumping and the liver begging for beer more than a commercial that appeals to the most primitive part of every man? We saw some colonial soldiers. Yeah, I’m a soldier, fighting for my country. We saw cro magnons. Shit, I’m a hunter-gatherer. We saw dinosaurs and fireballs and lava. Hell, I like big scary monsters and fire.
So grab a Guinness, Tough Guy! Right after you grab ahold of your manhood!
