Bud Light's Real Men of Genius began in 1999 and was originally called Real American Heroes. The name was changed after the 9/11 attacks, as Anheuser-Busch felt that they could not morally continue to use the term "hero" in that context after so many people had performed what many felt to be genuine acts of heroism.

http://en.wikipedia.org/wiki/Real_Men_Of_Genius