The Top 10 Everything of 2009

This is a very silly ad, from a beer company that has made silly ads its calling card. Conan O'Brien, who was about to ascend to Jay Leno's slot when this commercial first aired (during the Super Bowl), is persuaded to make a beer spot that will be aired only in Sweden. Of course, he next sees his embarrassing antics on the Jumbotron in Times Square. It's a deft use of celebrity endorsement, whereby the celebrity endorses nothing except how unwise it is to act counter to your principles. For O'Brien, it worked out nicely: in addition to a handsome payoff and Super Bowl exposure, he comes across as impressively game, and nobody even thinks he sold out.