Light beer ads typically come in three flavors: 1. Sports-related ads; 2. Ads with the guy picking the light beer over a pretty girl or other desirable thing, and; 3. Pretty girl mocking a guy(s) because he's acting the fool. Sometimes these ads work, sometimes they don't. But the beer ads that tend to resonate and become memorable (and memorable as to which brand of beer is featured) are the ones that stray from this formula