May 30, 2012 12:57 AM UTC

Coors Takes Compelling "Not a Beer" Message To Prime Time

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• by: Colorado Pols

We’re flattered to think that Time Magazine’s Michael Sherer is a reader:

The problem with the Not-A strategy is that it raises all sorts of questions. Did you see that thing he did with his fingers, for instance? Looked like magical powers to me. But you’ll notice, he did not deny that he is a witch…

Complications aside, let’s hope this trend really catches on in 2012. Barack Obama can do the “I’m not a Muslim” spot. Mitt Romney could do the “I’m not Scrooge McDuck.” Joe Biden could do “I do not own a Trans Am.” John Boehner could do “I’m not always crying.”

Like we said when the radio spot debuted, in Joe Coors’ case, the need to establish he’s “not a beer” is arguably necessary. Says Lynn Bartels of the Denver paper, $400,000 necessary!

Like Christine O’Donnell and the witch thing, maybe he just really wants you to know.