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Did you also know that there are many men who have no interest in the contemporary pop-culture definition of “men,” and that we have no call to shame them simply for being who they are?

I understand that in a company as large as Miller Coors, plenty of things could easily get lost in the shuffle. He said it was “no big deal.” He said I’m taking things far too seriously, that I’m reading too far into it, that I’m just being the PC police.

As a prop, these commercials feature bottles of beer labeled “LIGHT BEER.” Below is a series of emails from the concerned CEO of Light Beer, Tom Higgins.

Firstly, I would like to thank you sincerely for granting us some free product placement!

Set in a local bodega, run by the sage and all-knowing shopkeeper Fred, the campaign applies subtle humor and a little bit of wisdom to a series of slice-of-life stories.fame—a rotating cast of characters enters the bodega in search of beer, each with a particular quirk.There is the overly zealous karaoke fan, eager to burst into song, and there’s the woman looking for a card for her bestie (who also happened to steal her boyfriend in high school).You may, however, want to consider hiring a new advertising agency. Happy suds, Tom CEO, Light Beer♦◊♦FROM THE DESK OF TOM HIGGINSCEO, LIGHT BEERDear Miller Coors, I had the misfortune of catching your latest ‘Man Up” ad, and the greater misfortune of seeing that once again, you have chosen to associate our Light Beer product with your unfortunate message. He told me that it was just a joke, and said that I should get over it.That is precisely the reason I feel that it’s important to take issue with these commercials.

It’s like Sesame Street–the people in your neighborhood—except with a lite beer.”, and the little chapters such a setting affords.

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