"Raw, authentic, and intense" are none of the words we'd use to describe a campaign to pitch televised bull-riding by wrapping New York taxis in cowhide. But what do you expect from Versus, formerly Outdoor Life, a channel that wants to become "an avatar for success in the world or success in life." Our instinctive response does at least begin with the word "bull."

Versus Unleashes Bulls in New York City [Ad Age]
[Photo: Getty]