The add is trying to say don't worry about sleeping you can party now and sleep when your dead. This targets teens because it says forget about sleeping and party like you want to. It is telling them to enjoy life and let loose. If you stay awake and drink this Canadian light you will enjoy life. This advertisement says "Hey if you drink Canadian light you will enjoy life and go to mare party's." I think it works because it gives teens a excuse to party and drink.