August A. Busch IV, the president of Anheuser-Busch, told an audience that the company was reappraising its advertising and in future the brewer would be "taking a more cautious approach" to its creative work.
"As we came out of the Super Bowl, the mood of the country seemed to have changed, and some of our ads got wrapped into that same controversy," he said.
The controversy was sparked by Janet Jackson exposing her nipple live on US television during the half-time entertainment, unleashing a wave of outrage among conservative Americans, prompting broadcasters to reassess their programming and regulators to talk of new restrictive legislation.
According to an online poll conducted by America Online after this year's Super Bowl, the five most popular advertisements screened during the match were for Budweiser and Bud Light. The most popular ad showed a farting horse ruining a couple's romantic horseride, but this has since been withdrawn from air.
DDB Worldwide created the Bud Light advertising, and chairman of the Chicago office, Bob Scarpelli, was also in the audience when Busch spoke. He said that the agency needed to be listening to the changing mood of America, and that they could still create fun advertising within the boundaries of good taste.
The company has been criticised in other quarters, with a group of Californians filing a lawsuit against Anheuser-Busch, along with Miller Brewing, alleging that the companies violate California law by "promoting and facilitating underage drinking". Anheuser-Busch is particularly criticised for featuring talking lizards and and frogs, which the suit claims "blatantly appeal" to underage drinkers.
In 2001, August Busch was named advertiser of the year by the Cannes International Advertising Festival, for being the man who said yes to the brand's immensely popular "whassup?" campaign, with Busch being lauded for his willingness to take chances.
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