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The ads are completely as you say. "One half of beer...gentley infused...with another half of beer" I yelled "C**T!" on hearing that line for the 3rd time in the evening.

Though, I wouldn't say Dave is a lads chanel, QI, Mock the week, Mighty Boosh, HIGNFY, Buzzcocks, ok there is Top Gear but that's stiil mens rather than lads, this BBC2 premium comedy roster.

Which in someway explains the deluded stab at 'drole' middleclass 'wit.' The cartoon hate figures are hardly men of the people. Cobra is trying position itself as a premium sophistcated beer, not like Bud or JS. The Dambusters tone/sytle would suit how they perceive their product and the target market.

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