Real sponsorship for simulated rock ‘n’ roll

Rrrraawww-twang! Jose Cuervo Black is the title sponsor of the 2008 U.S. Air Guitar Championships. Brrr-brrr-yaaa-wha-wha- whaaa! Per Brandweek: “The push comes as air guitar has emerged as a wildly successful pastime, in part because of the Guitar Hero videogames by Red Octane, which simulate playing with a guitar-shaped peripheral.” Hey, I couldn’t agree more. (Check out Air Guitar Nation if you’re not convinced.) Whaaa-whaaa-whaaa-twaaang! I’m playing the solo from “All Along the Watchtower,” can you tell? I windmill with my arms, then screw up my face and get down on my knees and, just like Hendrix, I light my guitar on fire. Of course, it’s just an air guitar, so I usually end up burning a hole in my tie-dyed pants and roasting my Chuck Taylors. Wrrrrwaa-wha-wha-wha-ooouch! Now that’s rock ’n roll.

—Posted by David Gianatasio