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Beer advertising is adjusting to a world where "lad humour" is seen as tired or even offensive.

Take Foster’s. The brand has waved goodbye to its agony uncles, Brad and Dan, and released a campaign in which an everyman bids to become a cheerleader. It was created by Ben Stilitz and Colin Booth, directed by Gary Freedman through The Glue Society and breaks on Friday. Early indications suggest blokes-doing-traditionally-feminine-activities could become a popular trope for beer ads, with John Smith’s trying a similar thing in May. It is worth pointing out that Adam & Eve/DDB was behind both spots.