Alcohol purveyors are rarely known for their sensitivity in terms of advertising, but the above Johnnie Walker billboard represents a "a new idiom in terms of how far you can go," according to one ad exec. The implacably perambulating Johnnie Walker mascot is shown crossing a broken bridge in a Beirut suburb, demonstrating that his thirst for Scotch will not be impaired even by the vicissitudes of war. And nor should yours, (non-Muslim) citizens of Lebanon! The ad exec went on to say that "the attention that the campaign had generated on the Internet proved its cost-effectiveness." Let's all join in the cost-effecting, and long live the new idiom.