I have no idea what any of it means. There’s a meeting of characters looking like the Stonecutters. A big guy walks in with a painted on mask. I’m assuming he’s someone famous, and of course I don’t know who. There’s also some rodeo footage. Truth be told, I even had to look up Jagermeister to see what the hell it is.
YEARGH! REAL MEAN DRINK LICORICE!
Really, there’s not much more to it than that.
Jagermeister seems to sneak up on you. Back in Texas, I knew so many people who said they wrecked their motorcycles after downing some shots of it. It is deceptively mild, then suddenly you’re on your ass.
He’s a rodeo clown, and thus a real man.
He has just joined a fraternity of other real men.
They drink Jager.
This. Actually its more like:
He’s a rodeo clown, and thus a real man.
He has just joined a fraternity of other real men.
Real men drink Jager.
The commercial if needed.
Drink Jagermeister. You’re a man among men.
That was great. Thanks!
Many bars here keep a chilled bottle of Jagermeister on hand. It makes me more of a stumbler among stumblers.
There’s a bar in San Francisco that serves Jager cold ON TAP. (The name escapes me but it’s on Union Street if memory serves.) Yikes! (I used to run the Metro theatre down the block. Is it still there even?)
We have that here too. There’s a device in some bars that holds a couple of bottles upside down. Chills the output.
The tap machines are actually quite common. I see them most place we go.
I like their original approach back in the late 80s (I think). Jagermeister - So Smooth - with pictures of people cringing like they just drank piss.
I looked up who the guys are in the ad:
Keyshawn Johnson (professional football player)
Kerry King (guitarist from Slayer)
Freddie Roach (boxing coach and former professional boxer)
Mike Lingerfelt (front tire charger and pit crew champion)
Mister Cartoon (tattoo and graffiti artist)
Nathan Fletcher (surf champion)
Rob Smets (champion bullfighter)
Oh man, this cleared things up for me! I hadn’t seen the long commercial discussed; instead I had only seen this one on tv:
I think it might have been :30 instead, because I recall a few more keys being dropped and quick shots of the keys being frozen.
I was trying to figure out wtf they were saying. My first impression was of a swingers’ party (giving keys to the host), but since they came individually, I thought maybe it was a “secret society” sex club they had going on? Which doesn’t seem like the kind of commercial that would air on prime time tv. Now that I see it’s part of a larger “strong bond” campaign, it makes more sense.
I’ll still keep my first interpretation for fun, though. 
I saw the commercial once, and I assumed that the guys were all actors. I didn’t realize they were real people. Do you think Jager got their money’s worth? My guess is no. Are these dudes all that recognizable? I’m guessing the football player has the best chance of being recognized, but the rest?
If you don’t recognize them, then you are not the target demographic for the commercial.
I have not seen this commercial myself, as it does not play on shows I watch, and so I am doubly not the intended market.
I just want to add that my German friends who come here find the concept of drinking Jaegermeister as a normal drink somewhat amusing.
In Germany, birthplace and home of Jaegermeister, this is only drunk after a heavy dinner, when you need something to settle your stomach. Otherwise, nobody would ever drink it just for “fun”.
I guess you would say it is the equivalent of an American going to Europe and seeing people drinking Pepto Bismol in large glasses at a bar.
Jager isn’t the best tasting thing around, but surely you can come up with a better example than that 
Chugging cough syrup maybe?
Is it 70 proof Pepto-Bismol? Count me in!
Make mine NyQuil!
Yep - it’s a pretty funny example of re-positioning the brand in a different country.
As for the commercial - I recognized the Slayer guitarist, Kerry King, but none of the others. Either way, the approach to appeal to a wannabee-macho demographic feels silly - one step up from Spuds Mackenzie; one step down from the Marlboro Man. Looks like it is meant to appeal to stupid young men who are still more boy than man. Whatever…
I recognized Rob Smets but then I’m kind of a bull riding freak. The others were all a mystery.
(bolding added)
Ummm, isn’t that exactly the target market that Jaegermeister is aiming at?