Video: The beer commercial Italian-Americans pushed off the air
posted at 6:25 pm on June 4, 2009 by Ed Morrissey
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Miller has a new “protection” poptop system for their beer cans, and decided to have a little fun with the concept by creating advertising comparing it to less savory protection rackets. Frank Vincent, who played New York don Phil Leotardo on The Sopranos, more or less reprises the role in this commercial below in which a clueless clerk takes Vincent and his associate far too literally. But can Miller get away with an ad that puts Italians in a bad light? Fuhgeddaboudit:
Miller Lite beer’s new “Protection” campaign, prominently featuring actor Frank Vincent from the HBO mobster hit “The Sopranos,” is being pulled after Chicago representatives of the Italian-American community lashed out over the stereotypical mafia depiction of Italian Americans in the ads. …
“We seem to be the last breed in America that ad agencies think they can take a shot at,” said Lou Rago, founder of the Italian American Human Relations Foundation of Chicago, who helped spearhead the effort to force the new Miller Lite ads off the air. The campaign, created by DraftFCB/Chicago, was to run through the summer, but MillerCoors said it will remove the ads within a week.
On Monday, Rago participated in a conference call with MillerCoors executives who indicated they might consider running fewer of the “Protection” commercials. But when Rago and Anthony Baratta, the Chicago-based national chairperson for the Commission for Social Justice, said that was unacceptable and that they would call for a boycott of MillerCoors by Italian Americans, the brewery had by Tuesday decided to dump the entire campaign.
Mamma mia! When did we Italians (on my mother’s side) get so thin-skinned? The same groups used to protest The Sopranos, too, and HBO had the good sense to ignore them. Vincent, for his part, wonders the same thing:
The spots, which star the Sopranos Frank Vincent, will be pulled by the end of the week. (For his part, Vincent didn’t have a problem with the ads. “I think both of these groups should have a better sense of humor,” he said, proving that calmer heads do exist.)
Well, some calmer heads exist, anyway. It’s just a beer commercial, paisan. Have a brew and relax. (via Fraters Libertas’s Chad the Elder)
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Owwwwwwwwww!
maynila on June 4, 2009 at 6:29 PM
Italians, aren’t they white? So why do they act like they are some visible minority? Freakin’ crazy.
keep the change on June 4, 2009 at 6:31 PM
They’ve changed Italians from tough guys to sissies who get their panties all in a wad over a beer commercial.
Great Job IAHRFC!! Well done!!
Labamigo on June 4, 2009 at 6:31 PM
Come on!
Everybody is a friggin’ victim.
That was a funny TV spot.
rfburnhertz on June 4, 2009 at 6:31 PM
Well, he’s partially right. The thing about political correctness is that it should be applied evenly (including thinly), or just plain not at all.
Your Mileage May Vary.
eforhan on June 4, 2009 at 6:32 PM
These commercials were funny, and actually reminded me how much I miss Tony,Phil,Christopher,Paulie,Big Puss & the bunch.
I would have bought beer and watched the Sopranos. Oh well.
portlandon on June 4, 2009 at 6:32 PM
Not just the Sopranos… – from Time Magazine, March 13, 1972 about the Godfather:
Realist on June 4, 2009 at 6:33 PM
Methinks they needs to send in Pauly Walnuts. OhhhhhHHH!
Neo on June 4, 2009 at 6:33 PM
This is just silly.
Besides, everyone knows that the last group of Americans that are allowed to be ridiculed is Christians.
myrenovations on June 4, 2009 at 6:33 PM
Did this same group complain about the Denny’s ad with Paulie Walnuts?
keep the change on June 4, 2009 at 6:34 PM
Billy Batts, aka Salvy…love the guy.
ddrintn on June 4, 2009 at 6:35 PM
FIFY.
Realist on June 4, 2009 at 6:36 PM
Liked the spot. My father-in -law (rest his soul) used to always want me to get him some “dago” bread when he lived with us in the last year of his life. This Texas gal had no idea what that was, until my embarrassed husband told me. I think that political correctness has gone too far.
catlady on June 4, 2009 at 6:36 PM
I am so offended, that people are offended so easily.
darktood on June 4, 2009 at 6:36 PM
Phil Leotardo looks good for having had his head crushed by a Ford Expedition.
Best Whack Evah!!
ooooOOOOOHHHH!
portlandon on June 4, 2009 at 6:37 PM
Somebody is a tad over-sensitive,butta boom,butta bing!
canopfor on June 4, 2009 at 6:37 PM
Second that darktood.
catlady on June 4, 2009 at 6:37 PM
Quick! Someone consult a wise latina!!!
daesleeper on June 4, 2009 at 6:38 PM
Let’s see. South Park, sort of. An American Carol, sure. What else?
eforhan on June 4, 2009 at 6:38 PM
My ex is half italian and my kids half of that half… but they know I’m kidding when I say ‘Guinea’ or ‘greasy wop’… and I know they’re kidding when they call me a ‘drunken nazi skier’.
Yeah I duuno about the ’skier’ part either. But its all in good fun :)
Ugly on June 4, 2009 at 6:38 PM
Pathetic.
amerpundit on June 4, 2009 at 6:39 PM
Having just discovered The Sopranos about a month ago, I find myself offended that Italian groups are so offended.
Joe Colombo was the original Al Sharpton.
MadisonConservative on June 4, 2009 at 6:39 PM
Political Correctness is running a-muck!
canopfor on June 4, 2009 at 6:40 PM
Team America …
eforhan on June 4, 2009 at 6:40 PM
I’d take it off the air for not being funny, the one in the bar was funnier.
All the people who bitch and complain about this are pansy midwesterners who are so far off from the reality of the culture. Being an Italian from New Jersey I got more important things to worry about, like our gov, or senators falling asleep, and random drivebys.
Rbastid on June 4, 2009 at 6:41 PM
I watched the commercial heady with the anticipation of something offensive towards people of Italian heritage and I missed the point of the can’s protection.
What does it protect exactly? And how it is so revolutionary?
myrenovations on June 4, 2009 at 6:42 PM
Spare me the indignation. Did these clowns go to the Bill Donahue Academy for Theatre Royalty? Drama Queens that sensitive need repeated, severe wedgies. It’s the only known cure.
trubble on June 4, 2009 at 6:43 PM
So,if I said,
Got Milk!
As in the commerical for milk,its actually b#sterdizing
the movie of Milk?
canopfor on June 4, 2009 at 6:44 PM
Where has the humor gone in America?
Who are made fun of?
Chinese
Mormon’s
Christian’s
Jew’s
Irish
Catholic (and specifically nuns)
Old ladies
Old men
Poles
Indians (From the country, never American Indians)
But do not make fun of:
Blacks
Muslim’s
American Indian’s
and now Italian’s
Are you sure you (Italians) want to be part of that “race-card” group?
right2bright on June 4, 2009 at 6:44 PM
MadCon…you discovered the Sopranos a month ago?
Even 10 years in Attica wouldn’t have prevented you from hearing about the Sopranos.
Were you off the planet for a bit?
DrW on June 4, 2009 at 6:44 PM
Just stop stereotyping Italians and nobody will have to get hurt.
AaronGuzman on June 4, 2009 at 6:44 PM
No ethnic group should ever be portrayed EVER AGAIN on film! It’s stereotyping!
Instead, then next Jackie Chan movie should star a Eddie Murphy (it’s okay if J Chan directs, tho, doncha know)
Ugly on June 4, 2009 at 6:44 PM
Great. Now we have Breeds of humans. No wonder the country is so divided.
juanito on June 4, 2009 at 6:44 PM
This is ridiculous! As an American Italian (first generation on my mom’s side, she was born and raised in Napoli) I’m not offended by this ad in the least, in fact when I first saw it I thought it was hilarious!
While I don’t condone anything the mafia does nor do I think it’s a good idea to somehow romanticize the mafia the mafia is a part of the Italian heritage like it or not!
Bottom line is the PC Nazi’s are creating a world of thumbsuckin cry-babies that believe it’s not ok to offend anyone at anytime, but in the real world and in real life that is not realistic! These people need to grow some skin an get over it, hell as a teenager I used to carry around an Italian joke book and tell Italian jokes, none of which were flattering toward Italians but they were funny as hell and if you can’t laugh at yourself then you have no right to laugh at others!
PC is ruining this world!
Liberty or Death on June 4, 2009 at 6:45 PM
I have never paid for television. The last time I had it was in college, years ago, and I didn’t get HBO.
MadisonConservative on June 4, 2009 at 6:46 PM
Was thinking the same thing.
Ugly on June 4, 2009 at 6:46 PM
Googling Italian-American protests against the Godfather, I may have found the funniest New York Times headline of all time (A Page One, three column headline on March 20, 1971):
”’Godfather’ Film Won’t Mention Mafia”
Consistent with the Times’ usual standards of accuracy…
Realist on June 4, 2009 at 6:46 PM
Commission for Social Justice? Are you kidding me? A couple of self-appointed clowns with an office above a bakery and 7 members. Do billion dollar corporations not understand this bluff?
Why should these shakedown artists get their way? If they don’t speak for Italians in general, then why would Coors knuckle under to them? What possible leverage do they have over Coors?
keep the change on June 4, 2009 at 6:46 PM
We southern whites are always good for a laugh. We don’t care, either. Wouldn’t do us any good if we did. LOL
ddrintn on June 4, 2009 at 6:47 PM
If you know who I mean…
exception on June 4, 2009 at 6:48 PM
I don’t even own a telly. Hasn’t stopped me from watching my favorite shows (minus the cable TV bill – wink wink nudge nudge)
Ugly on June 4, 2009 at 6:49 PM
Instead,the next Jackie Chan movie….
Ugly on June 4,2009 at 6:44PM.
Ugly: I remember,Charlie Chan,and his Number#1 son!
I’m not even sure if Charlie Chan was actually
Chinese!!:)
canopfor on June 4, 2009 at 6:49 PM
Sounds to me like the real Phil Leotardo made an offer of protection to the executives at Coors.
keep the change on June 4, 2009 at 6:49 PM
It’s ironic, almost muslim-like. These Italian thugs from Chicago object to being stereotyped as thugs who make offers people can’t refuse, so what do they do? They make the Coors people an offer they can’t refuse.
keep the change on June 4, 2009 at 6:52 PM
Mike Starr rules.
Jim Treacher on June 4, 2009 at 6:53 PM
“Taste protector lid”? That’s almost as bad as the can that turns blue to tell you the beer is cold. Because you can’t tell that by the cold can.
brak on June 4, 2009 at 6:57 PM
As a Scandinavian, I don’t think I’ve ever seen an ad about us that wasn’t goofing on us. It never even occurred to me that I should be offended about it.
Buddahpundit on June 4, 2009 at 7:03 PM
Nice blog you got here…too bad if something should…happen to it…
ronsfi on June 4, 2009 at 7:05 PM
As a first generation Italian that still has a brother living in Napoli I can tell you without a doubt the answer for this Italian is NO! IMHO these cry-babies are not real Italians, the fact they are even mentioning this let alone making an issue out of it tells me they’re about as racially Italian as Olive Garden is to Italian food…neither one is Italian!
They’re not only a disgrace to the race they’re mamonies (mama’s boys!!)
Liberty or Death on June 4, 2009 at 7:05 PM
3rd generation Sicilian here…I can’t understand why anyone would get their panties in a bunch over this. It’s funny, and it’s got ol’ head squish, back from the dead, in it.
john1schn on June 4, 2009 at 7:07 PM
What really makes me upset is that this is one of the actually funny commercials on TV these days. Bud Light’s commercials have become idiotic. But this one, and the “Living the High Life” ads are cool.
Sugar Land on June 4, 2009 at 7:08 PM
Such is irony. Italian shakedown artists speaking out against the very same stereotype.
Pomme143 on June 4, 2009 at 7:08 PM
no doubt these folks were appalled at the old Prego commercial
Its in there!
Oh mama!
or the mama can I have another meat-ball? commercial…
/signed a mick-guinea
ginaswo on June 4, 2009 at 7:11 PM
Hey, I heard Justice Alito makes offers you can’t refuse.
portlandon on June 4, 2009 at 7:11 PM
Maybe they should switch it up and have community organizers offering ‘protection’.
thomasaur on June 4, 2009 at 7:12 PM
One of my favorite scenes from The Sopranos ;)
Ugly on June 4, 2009 at 7:13 PM
I miss the Sopranos; wish they’d do a movie.
john1schn on June 4, 2009 at 7:16 PM
Most of the Italian guys I know thrive on the ‘Humor’ of the Wiseguy and the Godfather. The tough image is one they love to be associated with. Nevermind the torture, the murder, the evil… they’re tough guys, yaknowwhatimean? It’s funny to them. Revolting to me, but hey, I need to get a sense of humor.
Hey… just watched the commercial… I found my sense of humor! That’s funny!
How many guys with Italian ancestry just thought about what would happen to me in the ‘Old Neighborhood’… ;)
Mr Michael on June 4, 2009 at 7:17 PM
Never happen. There was talk of a Deadwood movie as well, but nothing coming
Ugly on June 4, 2009 at 7:17 PM
…folks have learned from the Pity Industry that, to accumulate and exercise power today, one must first assemble a group with a grievance, then exploit that grievance….
…that fact that, for example, race pimps like Jesse Jackson ply this trade and it benefits nobody but him and his family never seems to sink in with the rank and file who think that his singy-songy verbiage is rhymed on their behalf…silly black people….
…so, I wonder what sort of backhander Mr. Rago of the Italian American Human Relations Foundation is getting…a beverage distributorship? All of these “anti-defamation league” hustlers first have to manufacture the outrage…and then get their whimpering choruses to emote-on-command whenever they’re the bank balance goes below a certain level….
…if only there was a “redneck anti-defamation league”…I’d rise to the top and cash in every time Larry the Cable Guy would open his mouth…except that I like Larry…so, screwed again….
Puritan1648 on June 4, 2009 at 7:18 PM
I’m not even sure if Charlie Chan was actually
Chinese!!:)
canopfor on June 4, 2009 at 6:49 PM
Actually, he wasn’t supposed to be Chinese. He was a Japanese detective…until WW2 when he suddenly became a Hawaiian detective.
As an American with Italian heratige (just cause I don’t feel hyphenated today) I saw the commercial as funny, I like the actors and love ganster movies.
No go home and get your @$#%ing shinebox!
DrAllecon on June 4, 2009 at 7:20 PM
Why would someone break balls over this?
Jamook
Bicyea on June 4, 2009 at 7:21 PM
2nd generation American with Italian heritage here……
…….. and I found no offense.
In fact, when I saw the second ad, where they ask
Was the funniest thing I have seen in a commercial in a long time…….
Seven Percent Solution on June 4, 2009 at 7:21 PM
Everyone Italian is a gangster.
It’s true. Everyone. Even the baby Italians are gangster baby Italians.
Kensington on June 4, 2009 at 7:24 PM
Does no one else see the irony of a commercial about Italian-American strong-arming being “pushed off the air” by Italian-American strong-arming?
calbear on June 4, 2009 at 7:32 PM
Seems that Budweiser got away with this one, so why did the Chicago thugs break Coors’ balls?
Even Billy Batts would say, “What’s right is right!”
keep the change on June 4, 2009 at 7:33 PM
As an Italian immigrant -fresh off the boat, in ‘58- this is embarrassing.
Maybe it’s fatigue or andropause or maybe we should just
check out Derb to see what might be going on here.
Eirenic Rebel on June 4, 2009 at 7:34 PM
I liked the ad.
Coronagold on June 4, 2009 at 7:39 PM
I’m Sicilian-Italian-Irish. (50%-40%-10%)
I LOL’d. Coulda been funnier.
Mazztek on June 4, 2009 at 7:43 PM
I’m Italian. I consider myself white. I find nothing wrong with this commercial.
YoungAmerican on June 4, 2009 at 7:44 PM
How many times did they say Chicago in that report hehe.
- The Cat
MirCat on June 4, 2009 at 7:44 PM
They should have told that kid to go home and get his f***in’ shinebox. Like in that one movie, remember?
Jim Treacher on June 4, 2009 at 7:48 PM
So what’s next? The IRA becoming the official spokesgroup for Guinness Stout Ale?
pilamaye on June 4, 2009 at 7:54 PM
The Italian-American racial grievance monger industry was created by the Mafia to provide cover when the government came after the crime families.
The Mafia defendants, working hand-in-hand with their newly-formed bought-and-paid-for grievance mongers, waged a PR campaign to accuse the State and Federal prosecutors of RAAAACIIIISSSM (Wwaaaaauuughhhhh!! boo hoo hoo!!) whenever the good guys tried to prosecute organized crime.
The Mafia isn’t paying their bills any more. Now it’s a bunch of dumb gullible Italian-Americans who are funding these bitter dead-enders. The dead-enders haven’t stopped waging their crybaby campaign to erase the mafia from our history books and our popular culture, though.
I don’t drink Miller anyway. Miller sponsors the “Folsom Street Fair” in San Francisco, where a bunch of gay guys walk around stroking each others’ cocks in front of eight-year-olds. (Who would bring an eight-year-old to the Folsom Street Fair? Gay adoptive parents. That’s who.)
daryl_herbert on June 4, 2009 at 7:56 PM
They’re just tryin’ to break their balls a little bit, and right away they gotta get fresh.
the wolf on June 4, 2009 at 7:57 PM
Add to the list: clueless men, in too many commercials to list.
Paul_in_NJ on June 4, 2009 at 7:58 PM
So what’s next? The IRA becoming the official spokesgroup for Guinness Stout Ale?
pilamaye on June 4, 2009 at 7:54 PM
Winner!!
catlady on June 4, 2009 at 7:59 PM
Rago: Nice beer company youse guys have here. Hate to see anything happen to it.
Coors execs: Oh, nothing will happen to it. We have security.
Rago: How’s about every freakin’ one of your trucks develops mysterious cracks in their windshields, caused by bricks dropping from overpasses?
For immediate release: On Monday, Rago participated in a conference call with MillerCoors executives who indicated they might consider running fewer of the “Protection” commercials.
smellthecoffee on June 4, 2009 at 8:33 PM
Actually, that’s us Southerners. And, it’s not just ad agencies. It’s media, Hollywood, everything.
Especially, white, heterosexual male Southerners. I think Nancy Pelosi and Barney Frank are set to impose some new
taxesfees on us.Moesart on June 4, 2009 at 8:33 PM
I did, lol.
Only now I see I left off the “w” I guess I’ll just have to leave the gun, and take the cannoli
DrAllecon on June 4, 2009 at 8:42 PM
For the record (writing as a full-blooded American of Italian descent)… this particular commercial did sort of piss me off… But then again, The Sopranos pissed me off…
mankai on June 4, 2009 at 8:43 PM
I love Chico Marx… and I love a well-done parody… but the constant barrage of mafia images has allowed people (professionally) to openly mock me at work. Mafia implications and jokes have dogged me for years.
And didn’t the Democrats feel free to use such implications against an Italian Republican in Washington state in 2008? The constant image of “Italian=Organized Crime” has gone too far.
For the record, there were MANY Italian-American cops, DAs and judges that are responsible for cleaning up much of NY. Other “communities” could learn from how Italians cleaned up their own house and rescued their own image (or tried until Hollywood decided a buck was to be made).
mankai on June 4, 2009 at 8:51 PM
Isn’t one of Allah’s parents of Italian descent?
Attila (Pillage Idiot) on June 4, 2009 at 8:51 PM
From http://www.drberlin.com/charliechan.htm:
“Charlie Chan was the Chinese detective created by Earl Derr Biggers. There were 44 “Charlie Chan” movies made from 1931 to 1949 (actually, there were three others from 1925 to 1929, each with a differenct actor who played Chan). Over the length of this series, six different actors, none of whom were really Chinese, starred as Charlie Chan.”
oldleprechaun on June 4, 2009 at 8:53 PM
oldleprechaun on June 4, 2009 at 8:53 PM
Ooops, I stand corrected. I wonder if I was thinking of Mr. Moto with Peter Lorrie?
DrAllecon on June 4, 2009 at 8:59 PM
From http://
oldleprechaun on June 4,2009 at 8:53PM.
oldleprechaun:Thanks for the link,and info on Charlie
Chan!:)
canopfor on June 4, 2009 at 9:04 PM
Mother %&@#’er! There used to be a time when I was proud to be an American with Italian ancestry. I could proudly say, “We dagos don’t get offended over stupid crap. Look how much we’re poked fun at, and we don’t complain. You need to lighten up.”
These thin skinned losers aren’t the first to complain, either. I was happier when Italian men were stereotyped to be macho, capable lovers who know how to cook and kill people…or have them killed. Now we’re going to be saddled with the stereotype of being candy-ass grievance mongers.
Please don’t let those wannabe victims anywhere near the line in this scene that starts in at about 1:23. I’m glad broadcast tv stations sill leave it in.
ynot4tony2 on June 4, 2009 at 9:08 PM
I’m Irish & German (explains the drunken Nazi slander from my own kin)… but I have never in my almost 45 years ever been offended by that. I’m not a Nazi, for one. And the whole skier thing… I can only guess that I have some Scandinavian in me that I didn’t know about..
Ugly on June 4, 2009 at 9:21 PM
Been called a guinea, wop, dago, greaseball, guido, mafioso…heard it all…
nothing offensive to me in this spot except the fact that the chooches actually would drink Miller…disgrazia!
Ciao!
joepub on June 4, 2009 at 9:21 PM
4, 7 or 12?
Ugly on June 4, 2009 at 9:22 PM
++++++AAAAAA111111
Ugly on June 4, 2009 at 9:24 PM
One pistol-whipped with a .38, finally dispensed with Momma-Scorsese’s cutlery, the other found in a garbage truck, great f***in’ flick!
Back on topic…I’ve never seen the store-clerk ad, just the bartender protection one.
Rusty Shackleford on June 4, 2009 at 9:28 PM
freaking italians.
blatantblue on June 4, 2009 at 9:33 PM
Just wait till Jamie Foxx plays Sinatra………!!!!!!
msflea on June 4, 2009 at 10:05 PM
ROFLMAO! I’m guilty of having used that line once or twice right here on HA over the years – LOL!
It’s from Goodfellas (a true story). It’s what a made guy (Billy Batts) said to Tommy at Henry’s bar. Tommy comes back and kills him. Later Tommy gets whacked himself because he killed a made guy without permission.
TheBigOldDog on June 4, 2009 at 10:13 PM
That was funny.
CP on June 4, 2009 at 11:00 PM
Ohhhhhhhhhhhhhhhhhhhhhhhhhhhh!
OHHHHHHHHHHHHHHHHHHHHHHHHHHHH!!!
Kensington on June 4, 2009 at 11:12 PM
Political correctness alert….
I see nothing wrong with the commercial. They’ll probably air it giving the clerk a polish last name….and I’ll still chuckle a little.
People are completely retarded about political correctness, it’s complete crap. We have more important things to worry about.
Spiritk9 on June 4, 2009 at 11:22 PM
I thought it was funny, but then again I think stereo-type jokes are funny too…
Tim Burton on June 4, 2009 at 11:30 PM
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