Amstel Light and five-time Major Golf Champion Phil Mickelson are teaming up for a multiyear partnership and an insights-driven campaign focused on making and keeping adult male friends. The campaign targets Gen Xers (those born between 1965-1979) who traditionally haven’t been a focus of beer campaigns, the company says. The campaign features humorous videos of Mickelson providing support and advice to men on and off the golf course who are seeking to make new friends. The range of topics are related to friendship — from how men can make new friends outside of their kids’ friends’ dads to initiating texting with a new acquaintance.