Most of what people think of as “The Eighties” didn’t really start happening until at least 1983. Before that the decade was littered with music and fashion that was really more in tune with the 1970s.

But not this Coors ad, no sir. Not by a long shot. This thing, which aired on January 1, 1984 (and possibly before) announced that the era of High Douchebaggery was nigh. I stumbled upon it while putting together a compilation of vintage ads for my YouTube channel, which I am wont to do.

I really don’t think there’s much else to say about this. Except that I will have this image burned into my brain forever: