Is this supposed to be McLaughlin in a new Schiltz beer ad?

[Hot Ptah]

Is this meant to be John McLaughlin in the Mahavishnu Orchestra's "Inner Mounting Flame/Birds of Fire" era, in this new Schiltz beer ad? With the white clothing, double neck guitar, and reference to a past time, it looks like it to me.

I never thought that Mahavishnu would be used to promote beer over 35 years later.

[Quincy]

Whoa, I didn't even realize Schiltz was still around. They had some horrendously ugly posters in 1982 when they sponsored The Who's farewell tour.

Sure looks like they're going for McLaughlin as the clothes aren't right for the other famous double neck players. The shirt looks too tasteful for it to be Steve Howe or Rick Nielsen. If it were Page the shirt would be unbuttoned down to the navel at least. They may avoid direct comparisons to McLaughlin because of the necklace (or perhaps that will get them in trouble) along with the guitar lacking some of the detail work that McLaughlin's had (at least in the photos I've seen.) Still, like you say, I never associated Mahavishnu being used to sell beer, especially such a...non-premium one.

[PHILLYQ]

Is this meant to be John McLaughlin in the Mahavishnu Orchestra's "Inner Mounting Flame/Birds of Fire" era, in this new Schiltz beer ad? With the white clothing, double neck guitar, and reference to a past time, it looks like it to me.

I never thought that Mahavishnu would be used to promote beer over 35 years later.

Sure looks like him, and I'm just about certain that it's the same guitar he used also. Too bad it's for a crappy beer

[JSngry]

That's the beer that made Mel Famey walk us!

(and yeah, that's gotta be McLaughlin)

[7/4]

I think they want it to be him, but that's not a Gibson SG double neck or his custom guitar.

db

[BFrank]

No question - Mahavishnu

[A Lark Ascending]

Wouldn't Mahavishnu be better advertising herbal tea?

[PHILLYQ]

Wouldn't Mahavishnu be better advertising herbal tea?

Good one, Bev!