The whole advert is tinged with a bright green light. A man says determinedly that he is not going to have a night of laundry, pizza eating or philosophising, because tonight he is going to look for women who look like trouble and flirt with them heavily. Tonight, he is not just drinking beer, he’s gulping life. ‘I’m going to eat the night alive, what are you going to do?’ Molson ice. Step outside.