Looking at the broad swath of beer commercials, it becomes apparent that many advertisers believe that images of buxom ladies, tailgating and frothy glasses are the best way to sell. Even premium brands assume a fairly low degree of intelligence. Our research revealed that our target did actually have a brain and was rather irked by the clichés and sophomoric humor employed by much of the category. They felt misrepresented, misunderstood. Probing further, we discovered an important truth: what these guys wanted more than anything was to be seen as interesting. We sniffed an opportunity.