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Pepsi Max, the first diet soft drink tasty enough for a man, is launching two ads during the Super Bowl, and one ad pre-game. A 15- and 30-second version of “I’m Good” will run in-game, and each plays off the stereotype that men can endure ridiculous amounts of pain (ha!), but they won’t be caught dead drinking diet soda. A man mocks a monkey at the zoo in the 15-second ad, seen here. The monkey, however, is smarter than he looks.

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“Stupid guy” commercials are never funny, but man, they really don’t work well in print.