Hasidic ad || The MACHO HASIDIC MALE - A Yiddish Bourbon Advertisement

***Turn on subtitles to read my translation from Yiddish.***

This is an audacious advertisement touting the ultimate in Hasidic masculinity! The ad is for Boondocks Bourbon, which is produced by the Royal Wine parent company, a Hasidic-owned company. (https://royalwine.com/brand/boondocks/)

This advertisement is eye-popping for how boundary-pushing it is. It depicts the "ultimate" male in a kind of light-hearted way, at once making fun of Hasidic men who act cool while also appealing to Hasidic men to be cool and drink Boondocks Bourbon.

This is the story of a newly evolving kind of Hasid: Hasidic Chill. This type of Hasid appreciates all the finer pleasures of life while retaining total affiliation with the Hasidic community. It's almost a kind of Hasidic assimilation. An oxymoron if there ever was one!

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