ABSTRACT
Stroh's stock was on the rise in the never-ending beer wars when, in late 1983, it had the hottest ad in television (TV) starring a mutt named Alex. Stroh's had never expected the Alex vignette to end up challenging the long-running campaigns for Miller Lite beer and Pepsi as the most popular ad on TV. The company had tried to be funny in its commercials for eight years without any real success. John Bissell of Stroh's acknowledged, Humorous advertising is like writing a Broadway show. Meanwhile, the company was deluged with fan mail for Alex, who'd been discovered as a stray wandering the streets of Los Angeles. At the onset of the 1990s, the Alex series was still going strong, a time-honored tradition in its own right.
