fall 2011, actor/comedian Will Ferrell – a self-proclaimed long-time fan of Old Milwaukee beer – went on a road-trip across the Midwest with the creative team from his website/production company Funny Or Die to produce a series of TV commercials for Old Milwaukee. These TV spots (15 in total) were shot and aired exclusively in the small-town markets of Davenport, Terre Haute and Milwaukee.In the United States, the biggest TV day – and the biggest TV advertising day – of the year is Super Bowl Sunday. Thirty-second TV spots during NBC’s telecast of the game cost a brand about $3 million USD – and Anheuser-Busch has a road-block across the entire program so that only Budweiser-brand beers can run TV spots during the game. But, there are still a few thirty-second spots available via local NBC affiliates – spots which can cost as little as one thousand US dollars in the smaller markets. Just before the second-half kick-off of this year’s Super Bowl, this Old Milwaukee spot – featuring Will Ferrell walking slowly through a field – aired only to the residents of North Platte, Nebraska – the second smallest TV market in the United States. It aired only one time and was not officially released online.