Upon the first time seeing this Keystone Light beer commercial, I knew the ad campaign had found a hero to compare with Dos Equis’ Most Interesting Man in the World.  He was sort of the anti-thesis; the everyman that any man could be… if he drank Keystone Light.

What followed, upped his “always smooth” quotient into undeniable levels:

(In this next one, his smoothness is legit as The Shit… at least as much as a roller rink provides room to be.)

But although this latest commercial originally made me laugh, it’s been bothering me more and more upon each repeated viewing:

I don’t mind Brian, or the fact he wears no arm protection. I even like the continued use of the cougar-growl since the rollerskating commercial. Because that’s all smooth. But the magical fire? It’s a shortcut and a means to an end, but it could be a dangerous sign of things to come.

The Most Interesting Man in the World works because it’s absurdly clever; The Man Your Man Could Smell Like works because it’s cleverly absurd.  Always Smooth Keith Stone exists somewhere in the middle, shy of too absurd.

Here’s an appearance in a Funny or Die video that doesn’t help the situation (mostly because it’s more Die than Funny):