Once upon a time
There was a time when Busch tried to put forth a product-distinctiveness claim, albeit somewhat hampered by its imitative foundation. "Head for the Mountains" was a call to action motivated mostly by Anheuser-Busch's envy of the Colorado home and imagery of the Coors brewery.
Isn't it enough just to be funny?
While humor has had a role in countless beer ads over the years, getting a good laugh is just not enough by itself to sell beer. If it was, the brand that offered up one of the funniest Super Bowl beer ads ever (it aired in spot markets) would still have a thriving business.
Old Milwaukee's ad was hilarious. And it sold no beer.
And it won't sell any beer.