Beer commercials usually show big men doing manly things, "You just killed a small animal: It's time for a lite beer." Why not a realistic beer commercial? "It's five o'clock in the morning, you've just pissed in a Dumpster: It's Miller time!"

Williams satirizes the hyper-masculine fantasy world of American beer advertising—where drinking is framed as a reward for rugged, heroic acts—by replacing it with a crude, plausible scene of late-night desperation. The joke hinges on the collision between the polished slogan (“It’s Miller time!”) and an undignified reality (“pissed in a Dumpster”), exposing how marketing manufactures identity and aspiration around an ordinary product. By exaggerating both the macho setup (“killed a small animal”) and the bleak alternative, he critiques the way commercials sell not beer but a story about manhood, status, and belonging.