It adds pizzazz. You look forward to it.

In each of our ads, the Silver Bullet Train is the hero, delivering Rocky Mountain cold refreshment to consumers. This summer, we are bringing the Train to life in cities and at festivals across the country, offering consumers a place to escape the hot sun, relax and potentially win Coors Light prizes.

We know college life. And it's hard not to like a show with a priest.

One day in March, in between watching how obsessed this campus was with The OC and visiting the Taco Bell at BU, I said to myself, 'What if instead of a rough kid from Chino, it was a rough kid from BU? And instead of a pro-bono lawyer taking him into the glamour of The OC, it was a good-hearted Jesuit who took him into the haven of The BC,'

It's cool to have something that has a lot of inside BC humor, but can also relate to college students everywhere.

The trailer ended up getting 600 hits in the first two hours and we needed to make a Web site after that for accommodation.