Years of lowest common denominator advertising in the spirits and beer world have left us pretty wary of the Hey, drink this and be a real man! line of marketing. Which is why we were pleasantly surprised to stumble upon this awesome Maximus Vodka campaign, commissioned by the always-clever folks at Weiden + Kennedy.

The posters, made by American artist Mort Künstler, have a classic aesthetic—rather than appealing to the modern-day bro, they evoke a more classic vision of tough-guy heroism. If you ask us, wrestling sharks and escaping infernal blazes will always be cooler than crushing a beer can on your head. Click through the images above, then learn more about the campaign over at Creative Review.

[via Complex Art]