Keystone Light, the official beer of the Nascar Camping World Truck Series, has a new spokesman, and his name is Keith Stone. Unlike some men, who are interesting, Keith Stone is just an average guy with a below-average haircut balanced out by above-average “smoothness.” The brand’s previous campaign (tagline: “You can’t always be smooth, but your beer should be”) stood out by suggesting that beer doesn’t explode foamy charisma the moment you crack one open. But I’m not surprised they ditched the core message—that you, the Keystone Light drinker, are a bumbling idiot who thinks hot chicks are talking to you when they’re not. In two new spots from Saatchi & Saatchi in New York (of which we could find only the one below online), Keith maintains his everyman appeal despite his massive smoothness—asking an old lady to hold his “stones” while he rescues a skank named Kiki from a tree and (reportedly) wielding a giant meat stick while reassuring a tearful bride that that everything will be OK. I have to admit, there’s something special about Keith, and not in that way. He has a certain je ne sais quoi that’s lacking from Dos Equis’ Hemingway impersonator. Let’s just call it smove.
—Posted by Rebecca Cullers