Last Friday’s topic was idiocy in advertising — and my particular rant was Coors Light beer, and the “cold-activated” cans and bottles that let people know when beer is suitably chilled.

My point was, that’s why God gave us hands — to reach into the fridge, grab a beer and make instant judgment on ice cold or damn warm.

I figure the “cold-activated” cans work as well as the “built-in action wedge” in the old P.F. Flyer sneakers. The wedge was supposed to help 10-year-olds run faster. Never believed that ad, either.

Anyway, I dismissed the Coors’ crowing about this “technology” that turns the Rocky Mountains on bottles and cans blue.

And that was that. Until later Friday.

I dropped into the Grog Shoppe, a nice little bar in Schenectady that hasn’t changed in years, for a couple quick ones with my friends Hop-Sing and Lando. I ordered a Coors Light — the ads annoy me, but not enough to start drinking Budweiser — and took a few sips ... of warm beer.

Yecchhh! I checked the label. The mountains were not blue.

I’ve been in situations like this before, and generally just chug down the warm suds and hope the second quick one will be colder. I mentioned my predicament to Hop-Sing, and he boisterously told the bartender that this beer was warm. “Check the label,” he said. “The mountains aren’t blue!”

The dutiful woman pouring drinks took a look, then took the offending bottle and tossed it back on ice. A colder bottle — with blue mountains — was quickly in hand.

I might have been a little red in the face over the blue in the bottle. But this was one time when a dumb advertisement gimmick actually came in handy.