Common Sense CheckCommon Sense Check
By Ned Wicker Windell Middlebrooks is one of my favorite television commercial actors. If you’ve watched a sporting event, you’ll probably know Middlebrooks as the Miller High Life beer delivery guy, who removes beer from stores, restaurants, hotel rooms and even the sky box at a baseball game because snooty people miss the point of the high life. His common, every man appeal accentuates admonitions, such as “common sense this is your wakeup call.” Common sense goes beyond the act of paying $11.50 for a hamburger, or $13.00 for a bag of nuts. As much as Miller wants to sell beer, they also realize they have a responsibility for selling a product that can be addictive. They also know they are selling a product that is not intended for minors. Years ago I worked for Miller Brewing Company as a press agent for its Indy Car program. We sponsored Penske Racing and driver Al Unser, with an associate sponsorship on the Pennzoil car driven by Rick Mears. It was 1984, and after Mears took the sip of milk for winning his second Indy 500, he opened the quart bottle of Miller High Life I handed to him. It was a terrific moment for us. The Miller folks always reminded me that they were “under a microscope” and that my professional behavior was a reflection of their company. Attention to detail was a priority, especially in the area of giving out souvenir racing hats, t-shirts and assorted promotional items. I only gave them out to adults, 21 and older. Mostly I gave them to members of the media, but sometimes I shared them with corporate types who wanted photos with Al and Rick, or Roger Penske. Likewise, cigarette companies faced the same issues. But I realized that year how sensitive the “beer thing” was as it related to kids. In subsequent years I represented several other racing sponsors who were delighted with my accommodating young racing fans. Miller understood its responsibility as it related to image. Naturally, they want to sell their product, but they have to be careful. Middlebrooks might call for a common sense check, as it relates to beer selection and lifestyle. But we are all reminded of common sense when it comes to consumption of any alcoholic beverage. Our common sense check is taking our own personal responsibility for our actions. We have the potential to abuse Miller High Life the same way we can abuse any other kind of alcoholic beverage. We can be told to “drink responsibly” or they can tell us not to drink and drive, but the bottom line responsibility lies with us. I learned that year that it’s so very easy for someone to abuse the product, then blame the company for making it. A person drinks, gets drunk, then drives and gets into an accident, but it’s not “their fault.” It’s the fault of the bartender, or somebody else. In delivering the common sense wakeup call, Middlebrooks says, “Get your butt up.” We are responsible when we abuse alcohol. The brewers of the beer have to be careful how they promote the product, but the consumer has to be careful about how they use it. It’s too easy to lay the blame on the beer companies, or the distilleries. We need to accept responsibility for our actions, and when we get into trouble with alcohol use, we need to admit it. There is a lot of help out there and there is hope. For more Common Sense Check click for Intervention Common Sense Check Common Sense Check Common Sense Check Common Sense Check HOW TO USE THIS SITE:This site contains five MAIN pages that EVERYONE should read: RECOVERY… Yourself... Your Family... Your Friends... Your Community... The rest of the pages are there for your reference to explain important topics in more detail.
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