There’s something pure and beautiful about Patrick Swayze in this 1979 Pabst commercial. He actually makes the notion of drinking shit beer seem almost spiritual.
Swayze was way ahead of the curve. Three decades after this ad was shot, Pabst became the preferred beer of hipsters everywhere.
With its Bee Gees sound-a-like jingle and Swayze in Tony Manero drag, this was clearly marketed to fans of Saturday Night Fever, the folks who preferred a mug of suds with their cocaine in a Bay Ridge disco than some Studio 54 Dom Perignon with Liza and Andy.
Swayze was cool in the same way Astaire and Gene Kelly were cool, he occupied that gravitational still point where music finds its body, flesh its orbit and center, and rhythm gives birth to grace. Any doubts about Swayze’s Zen mastery of space and time? Check out his Buddha as bouncer movie Roadhouse where he channels The Man With No Name and Sammo Hung.
If beer could make us all as effervescent as Mr. Swayze, I’d be drinking it. Unfortunately, it turns most folks into gaseous slugs.
One other thing, can you believe the quality of this 32 year old video? Where was it stored? In an air-tight vault at the North Pole? This looks as eye-searingly lysergic as Gaspar Noé‘s Enter The Void.
Thanks to Ama Keates