"What you say 'no' to will always define you. You say 'no' to nuclear power, even though you invented it. You were the first to say 'no' when only men had the right to vote. When the world said Everest couldn't be conquered you said 'no.' And when they said box office hits could only be made in Hollywood you said 'no' to that too. Now you're saying 'no' to genetic modification. I like that. You even say 'no' to additives in your beer. It's good to know you take a stand when it counts."
Television commercial for Steinlager Pure beer.