Bud Light and agency Downtown Partners up the ante in the ever escalating carb wars by not only pointing out that their beer is already low in carbs, but that they've taken care of exercise options with a couple of handy, low impact workout machines, the Toe Flex and the Mini Treadmill 2010. Forget exercising your whole body; this baby exercises two fingers, as Keith Geurts, CEO of the babe-staffed Bud Light Institute, tells us in "Treadmill." Of course, the Toe Flex takes care of the big toe. In true cheesy informercial style, we see wholesome yuppie-types using their workout equipment while getting a pedicure, entertaining friends, and even at the gym, where a sweatsuit-clad man watches yoga practitioners while drinking a cold one. Take that, carbs.
Client: Anheuser-Busch, Bud Light Agency: Downtown Partners, Toronto CD: Dan Pawych CW: Peter Ignazi AD: Carlos Moreno Agency Producer: Sharon Koskowski Director: Dave Merhar/HSI, L.A. Producer: Grayson Bithell Postproduction: AXYZ Toronto Editor: Griff Henderson /School Editing Sound Production: Pirate Radio & TV