Bud Light suffered nothing less than a catastrophic collapse of sales nationally over Easter weekend. Something like an 80% drop in sales from tap and a corresponding 60% drop in store-bought sales. That is a loss of revenue in the tens of millions of dollars which the company will not be able to make up in annual revenue totals regardless of what comes next. 

What could possibly have possessed a senior executive of that company to hire and put in charge of the entire company's advertising someone who was so detached from reality, that she believed it was smart to put a hideous transsexual male dressed as a female at the forefront of an ad campaign?

If I were an executive board member I'd be a little upset.