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The ultimate game of endorsement

By Darren Rovell
ESPN.com

Tuesday, June 29, 2004

White Goodman is in office explaining to attorney Kate Veatch how the painting of him grabbing a bull by the horns mimics his business philosophy of, well, grabbing a bull by the horns. But the eyes of moviegoers who watch the scene in "Dodgeball" might be distracted by what's in the hand of Ben Stiller's character, a bottle of Vitaminwater, label purposely facing out. Confronted with the obstacle of switching channels at will, digital video recorders that allow users to zip past commercials ...

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