In Shock Top’s latest attempt to carve out its niche in the pseudo-craft beer market, the company lined up Silicon Valley star T.J. Miller in its Super Bowl commercial.
For well over a minute, Miller and a talking orange that has made appearances in Shock Top’s adds recently hurl insults at each other. The commercial might not seem to make any sense at first, but then you realize it has something to do with Shock Top being an unfiltered beer.
The ad really doesn’t tell you anything about the beer, especially considering that Miller fails to take a sip from the glass in his hand.
Is Shock Top trying to be a mainstream beer or some hipster craft brew? Who knows, but they do have a talking orange, so who cares.