Budweiser is to poke fun at its native US in a new advertising
campaign spanning TV, radio and cinema. In the first of three TV
executions, the inventor of the foot-long hot dog is heralded as a
national hero, with an 80s rock soundtrack and a rousing voiceover. The
strategy uses humour and irony to explore iconic aspects of US culture
and convey the message that Budweiser is not afraid to make jokes about
its homeland. The TV ad breaks on August 9, and will be supported by
several radio spots and a cinema version. The campaign, devised by DDB
Worldwide in Chicago, has run as a radio ad for Bud Light in the US but
has not extended to TV before. It will get as much exposure as
Budweiser's award-winning 'Whassup' ads, and forms part of a £34m
spend by Budweiser in the UK this year. Media is by OMD UK.
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