Will work for beer...

Personal hero (except for the rabid cocaine use and spousal abuse) and 80s action star Jean Claude Van Damme is continuing his career rehabilitation in time honoured fashion, appearing in a new Coors Light campaign. The ads, which poke fun at JCVD's eccentric character and his image from halcyon days (right down to the Hard Target mullet), are aimed squarely at the 25-40 male demographic with a penchant for watery beer!

                                        I was drinking the Coors, but I was thinking of Chimay

While I may not think much of the product (The true benefits of globalisation are clearly imported Chinese, German and South American bottled beers), its nice to see JCVD not taking himself too seriously. His other recent projects include yet another Universal Soldier film and his own UK reality TV show called, imaginatively, "Van Damme Behind Closed Doors" where he leaps around film sets, gets pissed in night clubs and beats his daughter's boyfriend with a bamboo cane. Compelling viewing.

When it comes to random celebrity alcohol endorsements though, Van Damme doesn't quite reach the levels of strangness achieved by his fellow action heros, especially the legendary, honorary patron of this wee blog. I don't know what the Japanese put in their minature booze, but if they can do this to Arnie, I'd avoid the bingo clubs in downtown Tokyo...

       The governator's open approach to Japanese imports was most welcome