The campaign, running with the tagline "Budweiser: Made from hip-hops," is aimed at consumers age 21 to 27 with creative handled by Los Angeles-based video production shop, CFront.
"The campaign is targeted at the urban consumer with a heavy emphasis with African-Americans," said Danny Scott, ethnic marketing manager for A-B. It "has more of a street-level focus."
The ads feature multiracial casts and four spots are slated to run; spending was not disclosed. The first spot broke Feb. 8 and two spots are slated to break next month with another coming in April. One of the four will be focused on the Hispanic market. Busch Media Group, St. Louis, is placing the ads.
The first spot is filmed in b&w, which caused some observers to liken it to Miller Brewing Co.'s campaign for Miller Genuine Draft. Spots in that campaign, by Wieden & Kennedy, Portland, Ore., have focused on the African-American and Hispanic markets.
Mr. Scott denied A-B was mimicking the Miller effort.