Miller's controversial 'Catfight' commercial parodies an ideal beer ad – buxom women wrestling in wet concrete about the 'great taste/less filling' brand attributes. We wanted to intentionally antagonize Anheuser-Busch's Super Bowl efforts with unexpected 'Catfight' exposure. Knowing that ABC would self-promote key primetime programmes in the Super Bowl, we leveraged our relationship with ABC to replicate 'Catfight' into two high profile ABC promotional spots to air as companions to our commercial. The lines blurred between our spot and theirs.