Anheuser-Busch hires Spike Lee as beer champion

In response to the decline in domestic beer sales, the brewing giant has switched tactics and hired film director Spike Lee to make a series of adverts encouraging consumers to drink beer. The new campaign, "Here's to Beer", will feature celebrities talking about with whom they would most like to share a beer. "It's about connection, you know. It's about something that's very social. It has a deeper meaning," said Robert Lachky, the company's executive vice president for global industry development. Spike Lee will also star in one of the adverts and chose the late Brooklyn Dodger star Jackie Robinson as a drinking buddy. The first advert aired on Super Bowl Sunday and more than 200,000 people have visited the company's website since.