A bull riding event at a rodeo, a man is bucked off a bull. Several men sitting in the bleachers wearing cowboy hats and drinking beer laugh at the man who was bucked off the bull. The man who was bucked off joins the other men in the bleachers. They say he needs to try a different bull and they hand him a can of Schlitz malt liquor. The Schlitz bull jingle plays over CUs of Schlitz being pured into glasses. A bull runs through a wooden gate towards the men.