A Guinness commercial borrows from the rules of masculinity to advertise its dark beer for St. Patrick’s Day:

It’s okay, but VideoJug does the man hug better.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.