As I sat and watched Game 2 of the NBA finals last night, I could not help but notice that a familiar face in one of the advertisements: Pete Coors. For a sporadic TV watcher who pays little attention to ads, this might not seem abnormal, as the uber-conservative CEO of Coors Brewing had been the public face of the company many times over the years. However, as I watched this particular ad at this particular moment, I began to think.
Pete Coors has not been the advertising spokesman for Coors in a number of years. Slate writes,
"He has been conspicuously absent from the Coors party ads featuring bikini-clad snow bunnies in hot tubs and the bodacious twins." (http://slate.msn.com/id/2099748)
With Coors Brewing opting for more effective ads (the more "exciting" twins rather than the relatively boring Pete Coors), the company has increased its sales. However, the company has decided now, of all times, to revert back to ads featuring the CEO. Would it be to improve their image...? I think the answer is no.
Pete Coors is now running for Senate in Colorado it what is shaping up as one of the nation's best contests of the year. He will need to spend millions of his own dollars to defeat the extremely popular Democratic Attorney General, Ken Salazar. However, it is becoming increasingly apparent that he is also beginning to spend his corporation's money as well.
As Slate explains the ads that feature him, "For years he has appeared in campaign-style beer advertisements--wearing flannel and strolling in pristine Rocky Mountain glens." (ibid.) This current round of ads certainly fits Slate's description. If something looks like a campaign ad, sounds like a campaign ad and features a candidate, shouldn't it be regulated by the FEC just like all other campaign ads?
I think a complaint should be filed with the Federal Election Commission immediately to:
a) halt the ads
b) force Pete Coors to pay back Coors Brewing Company the money for the ads already played
c) fine both the Coors campaign and Coors Brewing for illegal campaign contributions.
Do you agree with me?