DirecTV's Celebrity Beach Bowl is, like most sponsored Super Bowl events in the host city, an overblown branding exercise that could only be interesting to the most naive of hayseeds. There are exceptions, though, like when Lil Wayne has a meltdown on a spectator during a trophy ceremony, Desmond Howard tries (and fails) to to hold him back, and Weezy ends up loudly cursing at someone standing right next to the camera. Note to anyone planning on wronging Lil Wayne: Look at him when you apologize.

As DirecTV's vice president of advertising and public relations told Forbes, "This event adds to the cache (sic) and equity of the brand."

h/t Mark