The product: Budweiser

The premise: Say goodbye to the puppy. For the last two years, those old softies at Budweiser had the most heartwarming — and popular — ads of the Super Bowl, thanks to a storyline about a handsome farmer, an adorable puppy, a Budweiser Clydesdale and the trio's aww-inducing interspecies friendship. This year, Budweiser is saying to hell with all of that, and bringing back the Clydesdales of yore: fearless, strong, and not interested in any of that mushy stuff. "Not ponies," blares the commercial, "not small." It goes on to list a bunch of other things that the Budweiser brand is capital-N Not: a hobby, sipped, imported, "a fruit cup," for everyone. It's very aggressive.