Just started watching True Detective yesterday. That long take at the end of ep 4 was everything I hoped it would be.
god i hated seeing these commercials
There’s this storytelling technique you see in film and tv shows from time to time, it’s not really a dream sequence but more of a ‘perceived reality vs. what actually happened’ type of hallucination, where you see a character act rationally, only to have it revealed to you later in the story that said character was more drunk/high during that scene than you were initially led to believe. And that what you the viewer witnessed was merely what that character thought they were doing. Let’s call it the ‘blackout’ drunk sequence.
The most recent example of this I can think of is The Wolf of Wall Street, where Leonardo DiCaprio is clearly fucked up on the Lemmon quaaludes, but manages to get home without so much as scratching his car… until the cops show up a few minutes later and it’s ultimately revealed to the viewer that no, he did total his car.
Anyways, when this Ice Cube/Coors ad campaign started, I hated the commercials. Now, I hate most commercials (who doesn’t?), but I really really hated these commercials. So much so that I’ve never been able to forget them. And years after airing I still find myself going back to watch them, even making transparent .pngs for tumblr out of them. I’ve watched these commercials a lot. And after all these years, I believe I have finally figured them out:
That bottle of Coors Light, despite what is shown to you, is neither sentient or magical. It’s just a regular bottle of beer. And what we see in those ads is actually Ice Cube having a series of ‘blackout’ drunk sequences. It’s all in his head. He’s in his studio or on that rooftop, and his entourage is real and are there with him, but in truth he’s completely fucked up and totally paranoid, arguing with a beer bottle and making a total ass of himself. And nobody’s doing anything to help him. Because everyone else around him in that studio or on that rooftop are just a bunch of parasitic hangers on, there to take from Mr. Cube while they can and ready to jump ship as soon as his coffers are empty. Tiny Lister by his side in the third commercial is also a hallucination - the tell being at the end of the spot, when the ‘delusion’ also betrays him. The real Tiny Lister has a heart of gold, and would never double-cross Ice Cube like that, it’s not possible.
It’s really quite scary what excessive alcohol consumption can do to a person, and it’s fascinating to me that Coors would spend so much money on what is essentially an anti-alcohol campaign. But my hat goes off to them for doing it.
Now if you’ll excuse me, I’ve got a YouTube playlist of old Doritos commercials to study…
I’ll reblog any Doom II gif. So many nights were spent in a dark computer room playing this. Remember when your house had a computer room?