For those not familiar with the taglines history: "Zo" stems from "Zo. Nu eerst een Bavaria." which comes from the insight that a beer tastes a lot better after you've done hard work to deserve it, thus: "Now, a Bavaria" as the answer to countless funny ads depicting people doing clever or not-so-hard-work to finally deserve the beer.

In Hugh Hefners case, he first need to keep all his lady friends happy all day. Nice work if you can get it.

Widmark wanted control. Windows 7 put the power back in his hands. That's how they described this ad but I swear that guy introduces himself as Woody. Is Woody a nickname for Widmark? I always thought it was short for Woodrow.