Stroh’s beer put out a ton of ads in the 1980s. And, all of them have an unmistakable eighties feel. Watching them now, you are practically waiting for Huey Lewis to roll in singing something off the Sports album. But, of course, Stroh’s was not going to pay that much for the talent. So, instead, they picked up a few interchangeable white dudes and Banjo, a half Irish Setter-half Golden Retriever, that Stroh’s called Alex. And with that, the beer company put together a string of totally cheesy commercials.
Alex’s most famous commercial for Stroh’s tipped the old dogs playing poker paintings on its head. In the spot, several men are playing cards when one of them needs another beer. The host sends Alex to get two Stroh’s from the fridge offscreen. With the camera on the poker table, we hear the dog open two beers, pour them out, and then start lapping them up before Alex’s owner comes in with the big laugh line, “Alex! You better be drinking your water!”
Many of the other commercials traded on this same theme. There is the massive bar tab run up by Alex. And the Stroh’s truck – instead of a bone – that Alex buried in the neighbor’s back yard. Along the way, Stroh’s printed posters, t-shirts, and all sorts of other swag with the dog’s mug and the tag line, “Lock-up your Stroh’s, Alex is back!”
Shifting gears a bit in 1988, Stroh’s ran Alex for president. The comedian Brian Regan served as his campaign manager. And the canine and squeaky clean comedian made stops at bars around the country, pushing Stroh’s and getting people to register to vote.
We all know that getting involved in politics is easy. But breaking into the rap scene is a little trickier. You know, it’s tricky to rock a rhyme, to rock a rhyme that’s right on time, as Run DMC likes to say. Alex, however, seemed to have no problem getting a shout out from none other than Tone Loc on Funky Cold Medina:
You know what I’m sayin?
I got every dog in my neighborhood breakin down my door
I got Spuds McKenzie
Alex from Stroh’s
They won’t leave my dog alone with that Medina, pal
If Alex wasn’t such a good dog, he probably would have been pissed about having to share the limelight with Spuds. Budweiser completely ripped off the canine and beer space that Stroh’s and Alex had opened up. And, to be honest, Spuds, despite being a lamer dog than Alex, got to do a lot cooler stuff. But Alex could not complain too much given how much Stroh’s he got to consume.
