His instructions that night came not from a quarterback, but from a prominent advertiser: Anheuser-Busch, the maker of Budweiser and a perennial sponsor of the pigskin classic. At this point in time, the company was at its peak, an American institution that had yet to be purchased by an overseas rival and one that spent millions of dollars to advertise on big TV-sports events. A top executive reached Abruzzese, then head of ad sales for CBS, in the middle of a game, with a serious problem: A member of the storied brewer's founding Busch family had seen one of its expensive ads for the game on TV, and a technical glitch made it look terrible. Could CBS run the ad again?