Abstract

This case study will discuss the ethics of the Coors Light commercial titled “America Could Use a Beer,” an ad that shares the Molson Coors Beverage Company’s commentary on managing the stress associated with the global pandemic. This ad is considered to be part of the trend in advertising in which critics have claimed ads are suggesting products, in this case alcohol, as coping mechanisms during the COVID-19 pandemic. The particular ad in question, a 15 second TV ad, depicts a few pivotal moments in American history related to overcoming situations supplemented with a motivational narration, which leads to the statement, that “…beer sometimes helps” (Molson Coors, 2020). This statement will be the primary focus during this case study and its accompanying evaluative questions. The ad’s message and contents will be evaluated on level of complacency with industry standard regulations. Further, the ethical issues presented in this ad and the potential effects of such will be evaluated using the TARES test, a means of analyzing the truthfulness, authenticity, respect, equity, and social responsibility of the ad (Patterson et al., 2019, p. 72). The analysis will be supported by the ethical principle of utilitarianism as defined by John Stuart Mill. The discussion for this case study will further be facilitated through answering the following three questions:

1. Is the ad’s message deceptive?

2. Should alcohol ads use social topics, such as the COVID-19 global pandemic?

3. Does the ad and its message pass the TARES test?

The ad referenced by this case study may be viewed here (as of Nov. 20, 2020): https://www.ispot.tv/ad/nn_x/coors-light-america-could-use-a-beer#