It's a beer ad, geared toward men to be 'manly' men.
the beer doesnt suck and collars up are douchebags... douchebags drink wine tho.
there is definately a time to put up your collar.
i put mine up to protect myself from the blazing sun after a long day outside.
it's protection. it's OK.
Gramps
It's funny, but what is the point of that ad?