This is pandering nonsense. Pure and simple. Nevertheless, I am not strong enough to resist its charms. If nothing else, Van Damme smiles in this commercial. That’s not something he’s really all that into lately. Furthermore, there is a part where his finger becomes a drill.
This is just the latest in an entertaining line of commercials where Van Damme makes fun of himself. It isn’t even the first “dress Van Damme like Chuck Norris and see if people notice” Coors Light ad. He did a bunch back in 2011. They were hilarious:
Man, I love this guy. Maybe even more than Old Arnold.