By now you know I loathed the Budweiser "Secret Fridge" ad. You may also know that I was all alone; every poll and focus group seemed to declare it the winner and champeen of all the Super Bowl ads.
Well, an admittedly-hurried study of MRI scans at the UCLA Brain Mapping Center reveals that this crumbum of a commercial was actually the least effective. Except among those who want to be identified with idiots. (via Adrants)