LOUIE'S INSTINCTS ARE RIGHT-ON AS BUD'S IRATE SPOKES-TILIAN GUY

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Alcoholic beverages

Budweiser: "Louie the Lizard" (:30) and "Heckler" (:15), ( Goodby, Silverstein & Partners, San Francisco; Radical Media, Bryan Buckley and Frank Todaro, directors).

How do you outdo a trio of brand-name chanting frogs? By introducing a seethingly jealous fellow reptilian who lost out on the audition. Here, Goodby, Silverstein & Partners have taken Anheuser-Busch's Bud frogs one step better with their creation of "Louie" and "Frank," brought to life with the assistance of directors Bryan Buckley and Frank Todaro (directors of last year's Ad Age Best TV spot of the year, for Snickers). In the first spot, we meet Louie and Frank as, despite Louie's jealousy over not getting the Bud gig (he demonstrates how they do funny lizard faces), they very cheekily admit that "frogs sell beer." In "Heckler," which was judged Best in category, they begin to establish just how ticked off Louie is, as he disses both the frogs and iguanas in his hostile heckling of the frogs doing their "Bud-weis-er" mantra.

Miller Lite: "Adios, Amigos" ( Fallon McElligott, Minneapolis; Traktor; :60). With a tip of their Stetsons, a trio of lonesome old cowpokes bids farewell to their drained bottles of Miller Brewing Co.'s popular brew as they parade off to -- well, not the recycling bin. They parade through the bar as fellow drinkers stop to pay their respects in a spot that brings to life the old adage that you don't buy beer, you rent it. One of the earliest and least weird in Lite's "Miller Time" campaign, approved by the fictional "Dick," the advertising superstar.

Miller Lite: "Informer" (Fallon McElligott, Paul Weiland Films, London, Frank Budgen, director; :30). In a refreshing new twist to the flood of talking animal commercials, this spot opens as a pick-up truck stops somewhere on a deserted chapparal at night. A cowboy gets out and hauls several cases of Lite beer over to a lone and ominous-looking longhorn steer, lit only by the beams of the truck's headlights. He leans over as the bull whispers, "Stampede, tomorrow night -- 2 a.m." The cowboy nods in appreciation and drives away.

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