Obscuricon: When White Men Drank Malt Liquor

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The Obscuricon has uncovered a strange moment in marketing when Schlitz Malt Liquor decided that white guys in the suburbs would drink malt liquor like the urban crowd. They loaded up the commercials with semi-familiar faces to experience the joy of the booze that’s got a bit more kick than beer. What’s more white than David Copperfield, Don Adams and Kevin Kline as pitchman? They’re a far cry from the rappers that would eventually promote St. Ides. Who are you going to trust on the joys of malt liquor: Ice Cube, Snoop Dogg or old white guys at a reunion? Schlitz did warn the white guys that the after effect of malt liquor was a giant bull coming after them.

Joe Corey is the writer and director of "Danger! Health Films" currently streaming on Night Flight and Amazon Prime. He's the author of "The Seven Secrets of Great Walmart People Greeters." This is the last how to get a job book you'll ever need. He was Associate Producer of the documentary "Moving Midway." He's worked as local crew on several reality shows including Candid Camera, American's Most Wanted, Extreme Makeover Home Edition and ESPN's Gaters. He's been featured on The Today Show and CBS's 48 Hours. Dom DeLuise once said, "Joe, you look like an axe murderer." He was in charge of research and programming at the Moving Image Archive.