Hey, these ads are awful purty for bowling, aren't they? "We believe that professional bowling is a legitimate sport," says Creature CD Matt Peterson, as if someone suggested it wasn't. Matt, these days professional eating is a legitimate sport. "But how do you watch it?" he asks somewhat rhetorically, and the answer he's looking for is not, With a beer in each hand. This is serious bowling stuff, OK? "After a big strategic planning project, we unearthed a discovery that revealed a strong connection between professional bowlers and the kind of thinking we refer to as 'Man-telligence,' " he explains. "This kind of knowledge is similar to the thinking that goes into building a deck or grilling the perfect steak. It requires the skills of a craftsman." Bowling, Peterson points out, "is about self-reliance. It's a mental game; it requires persistence. It's all about watching, learning and aspiring. Bowlers must constantly choose the right tool for the job. They must make adjustments on the fly to changing oil conditions. They, too, are craftsmen. They're the master craftsmen of the sports world. This campaign introduces that thought while educating potential fans to the intricacies of the sport." Or the craft.