Beer commercial features former smokejumper

Posted on Categories Smokejumpers
Modelo commercial smokejumper
Screenshot from Modelo commercial

A commercial for Modelo beer features former Redding smokejumper Jon Hernandez, now a lieutenant with the Kirkland Fire Department in Washington.

In the two-minute version of the commercial above he tells his story about how he got into wildland firefighting.

You’re more likely to see on television the 30-second edition, below.

Here are a couple of tweets from Lt. Hernandez:

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11 thoughts on “Beer commercial features former smokejumper”

  1. If I am ever at a bar with jumpers, I will buy them a round! This might happen sooner than I think.

  2. I know too many firefighters who have alcohol problems due to their heavy beer drinking culture.

    1. I know too many office workers who have weight problems due to their over-eating culture. That doesn’t mean all fast food commercials are bad. I like this commercial. It advertises a cold adult beverage that can be consumed by adults over the age of 21. It’s also a nice tribute to folks that serve the public but don’t often get the recognition they deserve.

  3. 1) I’m with Wendy – far too many firefighters have alcohol issues.
    2) I’ve seen the ad and was negatively impressed.

  4. Likely would have been sued if they used lawyers in the commercials…or doctors/surgeons…

  5. With wildland firefighting in my experience there is a lot of down time as you can imagine. I did 12 hour shifts, and working on a 3 person engine crew I would say that 80-90% of the time there was nothing to do while you are waiting for the bosses to figure everything out. Being outdoors in nature is definitely a bonus, and enjoying camaraderie with your crew can be a great experience, but like prison with all that down time it is up to you how you focus your mind, but when most of the crew are between 18-25 years old, and some with questionable backgrounds the conversations are not always so elevated…LOL Definitely functioning as part of the team is a valuable experience overall, and you are free to smoke all the cigarettes that you want, but not in the truck, although I have seen drivers smoke in their trucks. You would think that firefighters would not smoke since there is the hazards from breathing smoke from fires, and I don’t want to say that smoking is all bad just like I don’t want to say that drinking beer is bad, but it depends on if it is kept in balance. Wildland firefighting lends itself to more free spirited people if you will compared to structure firfighters that get a salary working out of a fire house. X-cons would match up well with wildland firefighting fresh out of prison. You do have to have good fitness, and a good work ethic, since there will be times when you will be doing a marathon so to speak…

  6. Also this is political. Family of immagrants who worked hard in this country to achieve a good life.
    I dont hate the message, but I can hear it in the back ground

  7. Smokejumpers come from different backgrounds, may speak different languages, have different levels of education, etc., but are generally individualists who also have a knack for melding into small ad-hoc teams to accomplish whatever needs doing in the particular fire situation in which they find themselves. Not all are serious drinkers, but I don’t think you’ll find too many jumpers (past or present) who have issues about one of their own being featured in a beer commercial. Nice work, Jon. (MYL’83)

  8. i want to say. that i have the deepest respect for all of you fire fighters. you put your lifes on the line \. every timeyou do this, THANK YOU SO MUCH !!!!!!!!!!!! ya got to be uts to love your jpb. PLEASE KEEP UP THE GOOD WORK, would love to uhg ya all. !!!!!!!!!!!!!!!!!

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