Bud Light "Breathe Fire"

We'd heard talk that advertisers were planning a kinder, gentler batch of ads after last year's, which Bud Light kicked off with a spot featuring a dude throwing a rock at another dude's head. Sure enough, Bud eased back with an ad in which a dude merely breathes flame on his girlfriend. This pleasantly absurdist ad promises great taste, refreshment and "the ability to breathe fire" — which goes awry when dude's cat allergy kicks in. Not exactly nonviolent, but fairly en fuego.

Grade: A-