Bud Light continues its march through Super Bowl XLI with a second-quarter ad, its fourth of the game to that point, by imagining the next step in the handshake/high-five/fist-punch continuum. "The gag is funny," Ad Age ad review Bob Garfield wrote. "The underlying observation about staying caught up with the bonding state-of-the-art is brilliant." 

But were fist bumps really "out"? Barack and Michelle Obama shared a fist bump during the 2008 presidential campaign, which could suggest plenty of cultural currency (the next president of the United States did it) or a trend that was well past hip (the next president of the United States did it). A subsequent Fox News segment turned over the subject of Obama's "interesting body communication" for a few minutes. "Is that sort of a signal that young people get?" the anchor asked a body-language expert.

"Fist Bump" was created by DDB Chicago. 

Director: Tom Routson. Agency producer: Will St. Clair. Group creative director, art director: Mark Gross. Creative director, copywriter: Dan Fietsam. Editing: The Whitehouse. Editor: Cory Livingston.

BRAND: Bud Light

YEAR: 2007

AGENCY: DDB

SUPERBOWL: XLI

QUARTER AIRED: Q2