Lamenting the loss of "I Am Canadian"

I can't really describe the old Molson "I Am Canadian" ads to anyone who's never seen or heard one, but they played on certain Canadian stereotypes well and made us all happy about them. They were cute, enjoyable, and amusing.

Ever since their merger with the evil Coors empire, however, the tone has changed. They're all sex-oriented, big production budget ads. Even their promotions are sexually motivated. The ads are no longer cute, amusing, or enjoyable. They're getting crass and vulgar. The old ads could have appealed to women as well as men in some cases, but now they're all decidedly male-oriented, and directed towards playing on aspects of lies to the female, headgames with the female, and being Big Man On Campus. The ads have become stupid. While some of the concepts are all right, they get buried under all the tits-and-ass appeals. We've never been a nation that needed its beer sold to them with tits and ass. We've been fine having it sold to us with guys playing hockey, loons in the background, and nights around the cottage campfire. We're not a hard lot to sell beer to. The big shiny beer ads aren't necessary. The Hollywood production quality is over-the-top. It, like the advantage you're supposed to take of the women and situations portrayed in the ads, is going beyond what is necessary for doing other than big-budget action films.

Molson, I am losing any respect I had for your company. If you felt that the merger with the evil American beer empire had to change your style of advertising I can certainly understand that, but couldn't you have come up with something less overt? Did you totally lose any subtlety when you signed those merger contracts? Please make a liar out of me sometime, before you take what was a good nationalistic ad campaign and make me regret every bottle of Canadian that's passed through these lips.

Right now I'm sorely disappointed, and if I see someone wearing one of your lie-to-the-woman conversation starter t-shirts, I'll be heading in the opposite direction. How am I supposed to take seriously a guy who's wearing a t-shirt they got out of a slab of beer anyhow? I never have before, I don't think it's suddenly going to appeal to me now.