42 Below vodka gives up on sense entirely

When you work at Kraft Foods and your boss tells you Kool-Aid is better than freshly squeezed orange juice, he's trying to get you to "drink the Kool-Aid." When an agency called The Glue Society makes an incredibly esoteric spot for the most generic of products (vodka—aka, pure alcohol mixed with water), and they tell you (in the inane tagline) they did it "Because we can," are they trying to get us to "sniff the glue"? The marketers at 42 Below, a New Zealand vodka, must have been high when they approved this ad.