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Beer company takes on anti-piracy stance?

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Just saw a commercial by Heineken making a jab at music piracy. Seemed odd that they'd get themselves caught up in that political minefield. Anyone have a background on why they would put out a commercial like that?
 
What was the context of the whole commercial? Were they using typical geeks as their main characters, or something? Maybe they used "download" as an alternate way of saying "drink responsibly"?
 
Originally posted by: slick230
What was the context of the whole commercial? Were they using typical geeks as their main characters, or something? Maybe they used "download" as an alternate way of saying "drink responsibly"?
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