NP: iPod on shuffle

I've been meaning to say something about this since I started seeing these ads, on those rare occasions that I actually watch live television. Today's Sun-Times gets into how Miller Brewing has "reinvigorated" the advertising for Miller Genuine Draft. It's a challenge, as enumerated by the article:

First, there's the general downturn in beer consumption. Miller also must battle consumers' continuing preference for light brews over premium, higher calorie brands.

So, how are they going about this turnaround? Lews Lazare goes on to say that they've "opted for a more sophisticated (but not too much so) brand of humor." Except that the core concept of the spots is that you, the consumer, are not good enough to drink their beer. According to the article, "these are considered teaser spots to pique beer drinkers' curiosity." Now, I understand -- up to a point -- the notion of wanting what you can't have, but putting aside the cognitive dissonance of anyone being too unsophisticated for MGD, telling your target demographic that they're not quite ready for your product seems more likely to pique their interest in ordering a different beer. Maybe even a good beer.