Those ads did push the envelope quite a little bit, and they got wrapped up in the whole (Jackson) controversy. They got a more negative reaction than they would have otherwise.

High-def continues to grow in popularity, and we want our consumers to see our ... ads in the highest-quality format.

Our research has shown that we were on target with the 21-to-27-year-old beer drinker through our message and approach in delivering humorous ads with an unexpected twist.

We listened more closely to our male and female drinkers. We're continually raising the bar on humor, and you find you can deliver humor and tell our stories in many different ways.

American journalists go for safe stories. They don't like controversy. They don't like to say, 'I was a witness. I saw this. This is true. This is what happened." You have this constant business where journalists can never be the source; there has to be this anonymous diplomat.

The most savage controversies are about matters as to which there is no good evidence either way