**UPDATE: Dos Equis revised the commercial because of the mistake mentioned below. Check out the revised version here**
The last Dos Equis ad I wrote about features a song that always gets stuck in my head. Have you seen this one? You won’t have to worry about a song in their new commercial because what do you get when you combine a group of friends, a bonfire, and a ukulele? A fall night WITHOUT music because in the ad, the ukulele is just fuel for the fire. Literally. Take a look then scroll down for more info… Note: video has no audio (nothing personal, ukulele lovers)…
The bonfire commercial is setting social media ablaze, too… and NOT in a good way. Most viewers leaving comments on Twitter, Reddit, and elsewhere are blasting Dos Equis for the insensitivity of the ad, plus the lunacy of burning a perfectly good instrument. I understand both sides: On the one hand, there’s always “that guy” who has a guitar at the ready when friends gather on a cool night outdoors. On the other hand, who gives a flip if someone starts playing music at a party? Unless you’re this guy…
If someone brings a guitar (or ukulele), I’d say 9 times out of 10 they can play lots of songs and they’re there to play songs their friends will enjoy. Also, I just used they’re, there, and their, in one sentence. Who’s heating up no now!?
On the surface, the ad is just meant to be a funny take on interpersonal relationships. Group dynamics. Personality types. But from what I’m reading, the commercial isn’t landing exactly how Dos Equis was hoping. The ukulele is historically linked to Hawaii and with the recent wildfires in that state, a commercial like this is just… too soon.
What do you think about the commercial? Do you think musicians and other viewers who are upset at the commercial are overthinking it? Chime in below!
-Out of the Wilderness
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Out of the Wilderness 
Who cares about the ukulele. I just want to know name of song at the end of commercial. They only had one line, but I remember hearing and enjoying this song.
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Bring back the Most Interesting Man and have him throw the ukulele in the fire. “ I don’t always burn musical instruments, but when I do, it’s a ukulele. “
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Bet you also like to drink Bud Light!
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What does shaming the fireside instrument of a friend have to do with XX beer? God knows we have more than enough societal division for stupid reasons. We don’t need another one. Now, if the guy couldn’t play or sing, that’s another story. Still, nothing to do with the beer. 🙄
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People need to get a thicker skin, no one has a sense of humor anymore, get over yourselves !!
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Agreed throwing the ukulele in the fire was hilarious. Get over yourselves.
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So you think after West Maui suffered an incredible devastating fire this commercial didn’t add insult to injury when it showed a ukulele tossed in the fire? Hilarious? Not in my book. Insensitive yes. But then again if ignorance is bliss you are obviously in hog heave.
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The pandering spineless company’s that bend over for the pansy snowflakes are just as bad as the perma-offended jerks out there
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The plural of company is “companies.” (Adding an apostrophe doesn’t make something plural.)
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Loved it
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So sick of this world of offended pansy whiners. So glad im 52 and wont be around to witness these morons mich longer
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I’ve watched some Dos Equis commercial with a guy and a uke, but at the end his friend takes the uke from him and put it behind his chair. No burning.
Is there another version?
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Yes originally he tossed in the fire.
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I heard from an ad insider it was a requirement that the doofus ukulele person must be a white man, and that the “correction” person be black. Much like the Gillette “toxic male” ad where the people stepping in to stop the badly behaving white men are black. Reportedly, Someone on the set suggested reversing the roles for “equity” purposes, and was soundly dismissed.
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I heard from an ad insider it was a requirement that the doofus ukulele person must be a white man, and that the “correction” person be black. Much like the Gillette “toxic male” ad where the people stepping in to stop the badly behaving white men are black. Reportedly, Someone on the set suggested reversing the roles for “equity” purposes, and was soundly dismissed.
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Only an ignoramus, a pyromaniac, or a person with similar aggressive violent behavioral problems would burn a musical instrument.
Only an idiot would green-light a tasteless, crass ad campaign that features a ukulele, a symbol of Hawaiian culture, contemptuously thrown into a fire to be destroyed. It’s even more despicable given the recent fires in Maui.
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You are the problem with the world
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Everyone’s a snowflake today. This commercial is gold.
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Is that Jake Owen?
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Looks like him but I’m not sure he can play the ukulele!
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I thought so too! Can’t find any confirmation anywhere though.
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Agree completely. This commercial is about a cheesy, annoying guy with weak ukulele skills and one song in his repertoire, so someone throws his $50 ukulele in the fire for the benefit of all. It could have been a harmonica, cheap guitar, penny whistle, recorder, or just about any beginner instrument. If you’re offended, you’re probably the guy with the ukulele.
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My god what is happening? Why do we always have to have a victim. This is a humerus commercial and is about as benign as it gets. Sad.
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