In the past, advertising has for the most part been about three things -- to inform, to persuade, and to remind.

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You can be sure that a good percentage of people who saw the movie came across this game online.

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It's the opposite of buying a spread in a newspaper or a slew of 30-second slots on TV, ... Studios need to stop trying to reach the most people and focus on reaching the best people.

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There's a demonstration of the essence of the brand, of creativity. In this case, it's not just talking about it, it's actually producing the bottles. The added touch of 'lights-on' and 'lights-off' views is really smart as well. The idea of seeing them in context at a bar or party makes them that much more desirable.

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