In a new spot from Publicis/N.Y. and urban agency Vigilante, Heineken manages to mock the frat rock of recent Coors Light campaigns and Miller Lite's recent foray into gratuitous skin, all in one fell swoop. In a new spot that broke Monday, we see a camera crew trying to shoot a commercial that contains these and other beer ad cliches. As the camera pans back, however, we see a group of laid back Heineken drinkers just shaking their heads as the brand's longtime tag -- "It's all about the beer." -- ghosts in. The commercial was directed by the RSA duo The Malloys, with a faux beer anthem created by New York's Fluid and a cool reggae track -- favored by the chill Heineken crowd -- provided by famed dancehall producer Tony Kelly.