“Brut slaps… and twins”: Hypercommercialized sports media and the intensification of gender ideology

Matthew P. McAllister, Chenjerai Kumanyika

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Miller High Life launched a marketing campaign in 2011 positioning the beer as “The Official Sponsor of You.” Combining the targeting of male sports fans, datamining of loyal consumer behaviors, relationship marketing, and the celebration of intrusive marketing techniques (in this case corporate sponsorship), the campaign invited consumers to register at millerhighlife.com to receive a check for $1 (or a coupon for Miller merchandise, or a donation to a veteran’s group) and a personalized “contract” with the consumer’s name. A television commercial explaining the campaign aired on sports programming in February and March 2011. In the commercial, the Miller Delivery Man, played by actor Wendell Middlebrooks, visits homes to offer Miller fans their sponsorship contract. Foregrounding the economic tensions of the recession, the ad explicitly addresses issues of class. As the Delivery Man approaches one modest home, he says directly to the viewer, “The High Life is tired of a bunch of superfly, overpaid athletes getting all of the sponsorships, so we’re sponsoring real folks instead,” and hands out novelty contracts to one man watching television sports with friends and another working on his pickup truck (“Thanks for living the High Life, bubba”).

Original languageEnglish (US)
Title of host publicationThe Routledge Companion to Advertising and Promotional Culture
PublisherTaylor and Francis
Pages237-251
Number of pages15
ISBN (Electronic)9781135095574
ISBN (Print)9780415888011
DOIs
StatePublished - Jan 1 2013

All Science Journal Classification (ASJC) codes

  • Social Sciences(all)
  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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    McAllister, M. P., & Kumanyika, C. (2013). “Brut slaps… and twins”: Hypercommercialized sports media and the intensification of gender ideology. In The Routledge Companion to Advertising and Promotional Culture (pp. 237-251). Taylor and Francis. https://doi.org/10.4324/9780203071434-30