Sam Adams as we know is a pretty popular beer. However, under classification, Sam Adams is a micro brewery, simply put, small brewery. Even though Sam Adams itself is a nationally recognized beer, in the shadow of the "Big 3" (Bud, Miller and Coors) Sam Adams is a small brewery.
This is why I believe this commercial is a great example of inherent drama. Sam Adams as a whole has a chip on their shoulder because they aren't considered a big brewery. However, they use this "drama" to portray their image of better tasting beer which is brew with love vise mass production. Even more so, they have over 20 different flavors of beer, Boston Lager being their most popular, this commercial shows the surprise consumers feel when they secretly taste this flavor and love.
Sam Adams Boston Lager "Surprise" Commercial
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