Radio and print ads play second fiddle to television, which means if you're not a frequent television viewer, the often incomplete radio and print components of an ad campaign can sound bizarre. It took me months to discover what the "They Miss You" sleep ad campaigns were about.
Case in point: Bud Light's "The Difference is Drinkability" slogan. Apparently, nobody at Anheuser-Busch thought this one through. "The difference is drinkability! That other stuff is undrinkable swill, but ours is drinkable! Just barely." Thanks, guys, but I tend to set the bar for my beverages a little higher than that.