Hard on the heels of Coke Zero's website that put the ugly yuletide jersey in the spotlight, beer brand Budweiser is doing the same, but this time it's for a serious cause.
The message is to celebrate responsibly this year — admittedly the device used to tell the story is a little odd: it's a knitting machine that's powered to create jerseys when people tweet to the hashtag #tweetsfordes (des being short for designated driver).
The Knitbot will apparently reward designated drivers by giving them the sweaters. A motivating reward? We're not sure.