Bud frogs, lizards head offstage

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Budweiser is dispatching its frog and lizard pitch-creatures to the Super Bowl, but Anheuser-Busch, St. Louis, will likely phase them out later in the year. A-B will air two spots featuring the animated frogs and lizards during Fox's Jan. 31 telecast; in the new advertising from Goodby, Silverstein & Partners, San Francisco, Louie the lizard breaks the news to the frogs that they've all been "canned," and then is shocked to hear the usually monosyllabic frogs speak. Most ad icons have shelf lives of about two years, Bob Lachky, VP-brand management for Budweiser, said at a press briefing today in New York. The frogs were introduced in 1995 and the lizards in mid-1997. Also, A-B's Michelob Light will make its Super Bowl ad debut. Leap Partnership, Chicago, handles. The brewer announced it has signed agreements to remain sole beer sponsor of the Super Bowl through 2002 and to become official beer sponsor of the National Basketball Association.

Copyright January 1999, Crain Communications Inc.

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