“Tonto Talk” is a type of pidgin English assigned to Native American characters in the popular media, most especially within the Western genre, and is named for the Lone Ranger character Tonto. Leaning heavily into stereotypes, it is often used to indicate an uneducated or naive understanding of the world. In this poster, it is evident in the phrase “him strong” rather than “he is strong.” Guinness is best known for its poster campaigns featuring animals expressing their love for the beer through various humorous antics. Here, that same lens is focused on Native American figures, encouraging the viewer to see them essentially as comic animals. Such dehumanization was commonplace in advertising even during the 1960s when the American Indian Movement was at its peak. While the advertisement is meant to be lighthearted, it glosses over a bitter truth: Native Americans have and continue to suffer from alcohol abuse at disproportionate levels. This issue began during early contact, when settlers intoxicated Natives in order to exploit them during trade deals. During many acts of displacement, alcohol was again used to placate survivors, providing cheap, individual distraction from broad cultural loss.