While other booze brands bought time during t

While other booze brands bought time during the pre season, tonight’s ad marks a momentous moment for the liquor industry as the first ad to ever run during a regular season game. The NFL lifted its ban on liquor ads earlier this year, paving the way for booze brands to seize on the high viewership of America’s favorite pro sport. Still, marketers have to navigate a thicket of regulations that don’t apply to beer brands, which have long run ads during games.

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Despite the announcer’s reaction there (“They’ve killed him!”), that was all planned. However, something went wrong halfway into the match. After getting back on top of the cage, Foley was slammed down onto the chain link, which broke away, dropping him down onto the ring itself. The ring that, as I just explained, is just a thin mat over a solid surface:

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