What were the other ads like? Were there other strategies being tested? The last couple campaigns have been pretty much about gay dudes and dudes on the DL.

Hey, let's create a whole industry built on the talent of men who excel at violence, and then act all sanctimonious and righteous when these men deploy violence outside of their jobs.

Couldn't agree more. Ricky Gervais literally spends all his free time as a twitter troll, telling ordinary people how stupid they are.