So I was reading Real Simple, a magazine that a neighbor brought over because she thought I'd like the recipe it had for lemonade, and I came across this ad for Rozerem:
Huh? Rozerem is a sleep medication that claims not to have an addictive potential. I've even prescribed it a few times. But what does Abraham Lincoln have to do with it? And why is he playing jump rope with an otter?
I googled "Rozerem Abe Lincoln" and discovered that it's part of an ad campaign for the medication: Abe and a talking beaver.
If you want to read more, try John Mack's Pharm Marketing Blog. He doesn't get it either.