Sam Adams jumps into the Celebration of Addiction pool

So all the people in this ad are such sad alcoholics that they regularly drank beer despite the fact that they couldn't taste it?  What is it with beer ads these days that they are dropping all pretense at suggesting that their product is consumed because it tastes good and going straight for the "it's alcohol, you're life is crap and you need alcohol, so drink this crap constantly" message?

The ad starts with a public make-out session between two ugly people being interrupted by the sudden realization by one of them that she can taste her beer.  This astonishes her- she isn't used to being able to taste her beer.  She just drinks it because....she's thirsty?  No.  She just drinks it because if she doesn't the guy she's with isn't going to look good enough to kiss and besides, she's done spending evenings trying to pull those giant green spiders no one else can see off her face.

Oh, and check out the final few seconds of this commercial, where the scruffy loser wakes up his life partner- or the woman he found himself sleeping next to when he came out of his stupor- to let her know that he can actually taste his 2 AM buzz fix.  Better yet, check out that woman- she looks like she's not sure where she is, or who HE is.  Never mind "sad."  This is getting downright depressing.