Pouring Strongbow over ice looks so delicious and tempting, we decided it was all we needed to sell Strongbow. So we no longer needed to make the commercial we were going to make featuring the legendary, the world-famous, the incomparable, the one-and-only, maybe the greatest actor on the planet, Sir Patrick Stewart.

Sir Patrick Stewart is a famous Hollywood actor who is renowned for playing sophisticated, intelligent characters. Through his distinguished career, he's developed a legendary status among his peers and fans. But always as a serious character, never a self-deprecating one. So to fire him is as absurd as it is surprising.