Wiser Canadian whiskey is currently running an ad that is pretty funny about some wall-climbing guys. I like the ad.... until....
The smug, arrogant jerk in the chair starts clapping his hands slowly, implicitly saying, "if you blow off some guy who is being a bit of a geek/nerd/jerk, you'll be welcomed into the club of real men." I detest the theme and I have detested all Wiser ads because of the theme.
As usual, I'm disappointed that an ad agency thinks this approach works; I'm even more disappointed that it probably does work.