Some warped logic has been applied to this ad for Columbia sportswear. A line-up of former NFL stars are on board to make the difficult case for beer made with bear droppings. Joe Boyle, brand president at Columbia Sportswear, said: “When we say engineered for whatever, we mean whatever. If Mother Nature hurls bear poop at us, we’ll ferment it into a frosty pint. From the inside of a bear to your mouth – we’re making nature’s crap easier to swallow.”If you can’t beat them, disgust them.