At the centre of this campaign is Ron Stabelhorn, a fictitious V. P. of Marketing at Rolling Rock who appears in different media, apologizing for horrific advertising that never even actually ran. In fact, the TV spots he apologized for were only available on Youtube.People were very curious to find these horrible ads of Stablehorn's. Once we leaked them online, the results were phenomenal, breaking records on Youtube and earning millions of unique views online. More importantly, sales of six packs sky rocketed.