×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Budweiser - Tune Out

February 01, 2004 | :30

Budweiser and DDB Chicago employ a theme seen used in earlier games by Anheuser-Busch sibling Bud Light: Hey guys, relationships, am I right? 

Bud Light's ads along those lines include 2001's "Pencil Pusher" and 2002's "Satin Sheets" (both also by DDB), in which men decline their girlfriends' attention until some lager sweetens the offer. Those spots at least suggest that Bud Light is better than sex. Here the unhappy home tableau is part of Bud's "True" campaign, so its success depends somewhat on how true viewers find it. But the football tie-in, not to mention NFL fans' obsession with refereeing, undoubtedly drew viewers to the screen.

And in the end, "Tune Out" ranked in the top 10 of USA Today's annual Ad Meter gauging entertainment value.

For those seeking something more inspirational from their Super Bowl Budweiser ads, there's also "Born a Donkey." Survey other Super Bowl ref jokes in Bud's "Instant Replay" (2003) and Motel 6's "Refs"(2001).

Chief creative officer: Bob Scarpelli. Group creative director: John Immesoete. Creative director/art director: John Hayes. Creative director/copywriter: Barry Burdiak. Agency producer: Kevin James. Group executive producer: Greg Popp. 

Editorial: School Editing. Editor: Griff Henderson.

Production company: Partizan.

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandBudweiser
  • Year2004
  • AgencyDDB
  • Superbowl #XXXVIII
  • Quarter aired