A funny thing happened during the Super Bowl. A-B InBev's Budweiser ran a really good ad that didn't involve puppies and horses. Oh, sure, that Clydesdale ad was supercute (even if the music stank), but it was the brand's "Brewed the Hard Way" that showed the King of Beers taking off the gloves and cracking some hipster skulls.
Budweiser is a "macro beer" and it's not brewed to be "fussed over." Nope. It's for drinking by secure men and women who aren't concerned with image (or complex flavors). "Let them sip their pumpkin peach ale," read the ad copy.
But in the wake of the game, a lot of those consumers, even in the ad industry, were crying into their pumpkin peach ale rather than sipping it.
Funny thing is, Budweiser was simply doing what tons of smart, sophisticated advertising folks have been counseling for the past decade. It was taking a stance. It was establishing passion points and offering a point of view. But because that point of view was directly opposed to the drinking dispositions of a lot of creative sorts, Budweiser was suddenly a big fat meanie-head with stupid marketing that should stick to tits and ass to sell its garbage rice water.