re: Southern Comfort Commercial.

A better question might be what demographic are they trying to appeal too. Is it really just fat old 50 year old's or is it confident people in general?

I think it's the second part of my question. I also think the commercial is just a much more creative way of saying the same thing Dove soap is doing with John Elway and other celebrity athletes. Much more entertaining too. Bot share the theme of, "I'm comfortable in my own skin."

The whiskey guy is comfortable and to some extent confident too. I have never understood pudgy old guys that are comfortable going shirtless like that but that guys tan tells me he does it summer long. I occasionally see the same thing in real life. I figure they are financially successful guys that usually get what they want and have confidence because of that.

Some of them may have been real physical specimens in their youth or true bad-asses and have kept the confidence from that. Whatever the situation, the guy isn't letting his age, weight or abundance of body hair keep him from enjoying his beach time.

There are a lot more odd looking people in the world than beautiful people, especially for those of us that are over 40. Might as well be comfortable in your own skin like this guy and Elway.