Mr. Magoo's Heresy

(Originally published 11/22/10)

Recently, I stumbled upon a vintage television commercial on YouTube. It was for a beer called Stag, which I never had the pleasure of sampling. From the early 1960s or thereabouts, its pitchman was none other than Mr. Magoo, an extremely near-sighted, headstrong, beloved cartoon character. The ad’s a bona fide classic featuring the always-manic Magoo stumbling about in search of his preferred brew while singing its praises throughout.

The individual who placed this fifty-year-old commercial on YouTube obviously didn't approve of its underlying message. In fact, he dubbed it “sleazy," and at once indicted and convicted the animated Magoo for “cracking open a few frosties in front of impressionable young minds.” Now, considering that a half-century has passed since the advertisement first aired, pardon me for finding it a bit strange that so many contemporary men and women (see the YouTube comments) get exorcised over TV programming from long before they were born. Come on, when Mr. Magoo salivated over a cold glass of Stag, John F. Kennedy was the president.

And no, I wouldn't condone old Magoo hawking a brand of beer today or, for that matter, Fred Flintstone and Barney Rubble puffing away on Winston cigarettes and promoting this lethal and filthy habit. But really, while The Flintstones and Mr. Magoo weren’t exactly on par with Family Guy or South Park, both cartoons from yesteryear were pitched to predominantly adult audiences and, I suspect, the spots weren’t aired during Saturday morning cartoon times, either.

Not too long ago, somebody uploaded a video on YouTube who disabled the comment option with these words: “I don’t care in the least what the idiotocracy has to say about my video. If you want to watch it—watch it. If you don’t—don’t.” Indeed, the virtual woods are chock full of folks with agendas nowadays, not to mention a never-ending parade of crass imbeciles champing at the bit to have their vulgar say on matters great and small.

Again, while I wouldn’t sanction a cartoon colossus like Mr. Magoo promoting a beer in the here and now, pardon me for being skeptical of the notion that we’ve come such a long way vis-à-vis uplifting impressionable minds. I wonder how many innocent youths reached for a Stag brew because the hyper-Magoo liked his few? My friends and I played with toy guns and plastic soldiers as kids, but it never occurred to us to bring the genuine articles into school and mow down our classmates. That said, I’m truly glad today's youngsters aren’t exposed to anything like Mr. Magoo with a beer-fueled buzz. It's at least something to be grateful for.