The new Coors Light campaign ad “Emboricuate” is an attempt to celebrate Puerto Rican culture when in all actuality it does is degrade and associate Boricuas with being drunk not being proud. The play on words takes the Spanish word “Emborrachate” meaning “get drunk” and places Boricua – a commonly used reference for Puerto Ricans - in the middle of the word. What becomes more disheartening is when it is our own people who are the creative minds supporting and promoting the use our Latino culture in alcohol advertising. Joedis Avila, the Coors Light multicultural relations manager, was quoted in reference to the launch of this campaign at The National Puerto Rican Day Parade, “The contributions Puerto Ricans have made in our society are especially evident in politics, economic development, education, music, sports, our local communities and even the ranks of our military. That pride is at the core of these celebrations. You cannot escape the passion, vitality and enthusiasm exemplified in our Puerto Rican Day festivities. Since Coors Light is about bringing people together for good times, this is one fiesta we don't want to miss." But what Joedis and the officials of The National Puerto Rican Day parade have missed is that currently Latinos are at greater risk for alcohol-related health problems, such as cirrhosis of the liver, than any other ethnic group (NIAAA). Hispanics are also at higher risk of alcohol-related fatalities and injuries than the general population with alcohol-related crashes accounting for about 50% of all Hispanic traffic-related fatalities (NHTSA). In addition, Hispanic youth have been found to be more likely than other youth to ride in a vehicle with a driver who had been drinking alcohol (CDC, YRBS 2007). Therefore, it is time that as a community, we take our pride and health back and denounce such use of our culture for another’s capital gain at the expense of our own health and lives.