You have the right/rite to a better light.

Back when the little brewery in Shiner, Texas was still independent, they decided to enter the light beer wars. And they needed a battle cry. In what was to become an epic pitch, our team created a grass roots platform for beer drinkers everywhere. One where no man or woman was left behind to have to drink thin, tasteless light beer. It was a cry of secession from the normal light beer. 

Personally, it was one of the best creative presentations I've ever had the pleasure of being a part. The whole show - and it was a show - culminated with an impassioned speech, delivered by yours truly from atop the conference table. That's right, I jumped up on the table right in front of the client. Unfortunately, the client went with a bigger agency, but said they did like the creative. Funny how that downhome Texana gestalt found its way into Shiner's future advertising. Oh well, you win some blah, blah, blah...