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Budweiser launches a new burst of advertising this week in which

Louie the lizard finally wreaks revenge on the three frogs he has been

demonising from across the pond all year.

In this climactic execution the three frogs, which habitually croak

’Bud’ ’wei’ ’ser’ in turn, are dramatically electrocuted when a neon

Budweiser sign drops into the lake where the frogs hang out on their

lilypads.

Louie has negotiated a deal with a ferret friend who, once Louie gives

the nod, pushes the sign into the water in order to ’take out’ the

frogs.

’Eventually every frog has to croak,’ Louie says to his lizard friend,

Frankie, who castigates him by saying: ’That’s not funny.’ Louie

retorts: ’I laugh when I’m sad.’

Lucy Gray, the marketing manager for Budweiser at Anheuser-Busch

European Trade, said: ’The frogs and lizards campaign has achieved

incredible cult status and has pushed recall of the brands among our

target consumers to new levels. The climax will be a memorable event and

we expect this to help extend our market share at Christmas.’

BMP OMD, which handles the media planning and buying for Budweiser, has

bought up alternate slots in a number of advertising breaks, starting

with Denis Norden’s Laughter File.

As well as the grand finale, viewers will see a series of commercials

building up to the frogs’ demise.

In one, Louie shouts across the pond to the croaking frogs: ’Enjoy it

while you can hotshots - your days are numbered’ before threatening them

with his snake and ferret friends.

The ads were written and art directed by Steve Dildarian and Todd Grant

at Goodby Silverstein, and directed by Tom Routsen through Tool of North

America. They were adapted for the UK by Paul Burke at BMP DDB.