Snehata K. sent in two commercials for Miller Lite that reproduce ideas of masculinity while encouraging men to do something usually seen as feminine: care about calories. In the commercials we see that it’s ok to drink beer with fewer calories than the regular, as long as you do it in a manly way:

What’s a feminine way of drinking light beer? Prioritizing calorie content over the taste. If you’re a guy, you can care about health/diet and thus want a lower-calorie beer, but only if you show you still care about beer the way men are supposed to: you appreciate the taste and won’t sacrifice it for anything.

Guys who forget that are embarrassingly girly. And being feminized is clearly stigmatizing, worthy of ridicule. Even women are disgusted by feminized men. So not only will men who fail to adequately perform masculinity be ridiculed by men, they’ll lose any chance with hot chicks, too. As they do so often, men are receiving a clear message: be sure you’re masculine in every way, all the time, or you risk losing any claim you have to a respected version of manhood.

Of course, if you really want to be manly, you need to stop caring about silly things like your health altogether and drink Miller High Life.