The Bar Towel

Not really beer related, but I enjoyed the lambasting that Frank D'Angelo's BRUTAL Cheetah energy drink TV commercial gets on The Globe and Mail's weekly advertising critique The Hard Sell. Check it out here. Only those who have seen it can truly understand how painful this ad is... needless to say, the commercial doesn't do too well. Among the choice quotes from the article:

• "Although they have an ad agency on retainer, Steelback and D’Angelo Brands make 90 per cent of their ads in-house. Mr. D’Angelo said he wrote the Ben Johnson spot by himself."

• "Mr. D’Angelo said he has received 5,000 to 10,000 e-mails about the ad. Only one has been negative. “Everybody thinks it’s hilarious,” he said."

Riiiiiight... if there's anything that's hilarious, it's Steelback Beer.

“We know our products; we know what they do. We have good people and that’s my background — marketing — so that’s what we do."

Interesting that someone with as many disturbing mental health issues as this has can get to a position that allows him to inflict this crap on the general population. Frightening but it shows how far society has truly progressed. We are still only a few branches away from hanging in trees.

Rob Creighton wrote:We are still only a few branches away from hanging in trees.

Assuming we don't kill off all the trees first...

Fank D'Angelo sez:

“We know our products; we know what they do.

I smell a class action suit...admitted liability .

Can we start contacting the victims of Steelback toxic poisoning?

Oh well... I guess I'll have to scrap my spot featuring Barry Bonds. In it he un-corks his bat and takes a swig of Sgt. Major's from it. Too sad.

We should get his e-mail address so that he can receive more than one negative e-mail!

esprit wrote:We should get his e-mail address so that he can receive more than one negative e-mail!

Here's the general contact address from their website: info@steelbackbrewery.com

I smell a class action suit...admitted liability .

Can we start contacting the victims of Steelback toxic poisoning? [/quote]

I could sue on the grounds of dehydration...I took Steelback into Algonquin Park (no bottles or cans allowed). Needless to say I loss a lot of water and not thru sweat!! Does this guy taste his beer, listen to his music or watch his ads? If yes to any of these, should someone put him out of his mental misery?

5,000 to 10,000 emails? You know that number's complete BS... although, if that's the kind of precision they use in their brewhouse, it might just explain a few things!

“I’ve been doing my ads since I started my business out of a truck 23 years ago,”

What business was that?

A big truck with a trash compactor on the back maybe. Or maybe one of those tankers that say "contaminated waste".

Another funny note:

Here in London, Steelback is advertised very often on the radio. COpperhead is the ad heard most often. Part of the ad states that copperhead is:


"Brewed from a rare 150 year old recipe..............for those with excepional taste..........a beer so rare only a few will call it their own"


FUnnily enough, the cheetah ads on the same station, FM 96, says that cheetah is ..........

"Brewed from an old, ancient 150 year old recipe"



I guess the Steelback reps were out and about back in the 1856, and just happened to stumble on the recipies for cheetah and copperhead at the same time. Seems plausible to me................

What is a "rare recipe" anyway?

My interpretation of "rare recipe" reads as either "rare that anyone would actually drink it" or "rare that anyone would take it seriously". They're both surprisingly interchangeable!

SteelbackGuy wrote:Another funny note:

Here in London, Steelback is advertised very often on the radio. COpperhead is the ad heard most often. Part of the ad states that copperhead is:


"Brewed from a rare 150 year old recipe..............for those with excepional taste..........a beer so rare only a few will call it their own"

It's rare ok...copper colored ( food coloring) unlagered Pilsners reeking of DMS are real rare

As for the recipie I wasn't aware they had malt syrups and corn dexrose or high gravity systems to brew with 150 years ago.

PRMason wrote:What is a "rare recipe" anyway?

Makes for a "rare deal" at the beer store?

('rare'='raw' in this context.)

"Brewed from an old, ancient 150 year old recipe"

Seems a little redundant it seems, doesn't it seem?

Good thing for SteelHack they can't be fined for illiteracy.