Idiotic American Ad Critic Gets Metrics Lesson From Carlsberg
Here's a simple concept. Beer cans sweat when removed from the refrigerator. When they sweat, condensation forms on the outside of the can. When condensation forms, droplets of water form. When droplets of water form, gravity takes over and the droplets slide down the side of the can.
When droplets of water form and slide down the side of the can, creatives at M&C Saatchi Stockholm get busy making an ad for Carlsberg 33cl which, by the way, is not 33 calories. It's 33 centiliters which is 11.16 ounces. I'm not even going to tell you the shame my non-metric American brain experienced coming to that conclusion.