For the love of beer
We have an ad on TV here which shows why this man is doing this.
It starts with several trebuchet (catapults) firing large quantities of various ingredients (like hops & malt) into the clouds as people look on. They even fire 2 barmaids up there. Then they hear lift doors open and their is a stag in the lift.
Everybody goes quiet as they stare. Then you see the stag in the trebuchet getting fired into the clouds. Next you hear thunder and the sky turns amber. Next it starts raining beer as all the ingredients have mixed together in the sky. Everybody starts dancing and try to catch the beer like the man on the billboard.