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Friday, July 23, 2010

Local Anesthesia?

It is time once again for six word Saturday over at show my face dot com. Today's Six:

Think Local. Drink Local. GPS Needed.

There are many unusual things about me. Here are just a few that relate to today's rant.

1) I listen to the radio quite often.
2) I pay attention to the commercials.
3) I notice discrepancies between fact and error (in advertisements and other programming.)
4) When I notice these discrepancies or abnormalities, I talk back to the radio as if it could hear me.

While I am for the most part a Chicago White Sox fan, I listen to quite a few Chicago Cubs games. A long time sponsor of Chicago Cubs baseball is Old Style Beer. For the past few years Old Style has had the advertising catch phrase: Think Local. Drink Local. They have had several different radio ads over the past few years but the idea is to tie in the Old Style product with being authentically Chicago.

This is not a bad idea, as I have been following the Cubs since the early 70's and Old Style has been connected to the team and the broadcasts as far back as I remember.

The thing that gets to me is at the end of the commercial after they have made the whole think local, drink local, pitch they announce the name of the company and where there company is from: G Heileman Company, Milwaukee, Wisconsin.

Hey! So let's get this straight. Chicago Cubs fans should think local and drink local by buying beer from a company from a different state?

This year the ads have been about how to "kraeusen (the sytematic way Old Style is brewed)" different Chicago institutions. The idea is that since Kraeusening makes Old Style better, the ads tell how to make other typically Chicago things like 16 inch softball better. So when those commercials come on I usually talk back to the radio and say: here is how I would Kraeusen this commercial: I wouldn't talk about how great it is to be local and then say: "Hey, we're not even from here."

One of the first years this campaign was on the radio, the Cubs and the Milwaukee Brewers were fighting for the lead in the division almost all Summer. I found it ironic that the company championing being local had their offices in a town where most of their residents were cheering against the Cubs.

The crazy thing is I don't drink alcohol at all. So Why does non beer drinking Sox fan get all worked up about beer commercials primarily played during Cubs games? If I could answer that question, my therapy bills would be much much lower.

Now that you know that I think loco, head back to Six Word Saturday at Show my face dot com.


  1. My six for you:

    Such an interesting take on commercials.


    PS Mine this time is HERE. Hope you can stop by.

  2. fun,
    GPS needed, of course!


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