Using live action and special effects, the spot took more than two months to produce. In the pivotal scene, one horse appears to placekick the football over a wire suspended between two telephone poles. Two cowboys leaning on a fence watch the action. "Do they always do that?" asks the first. "Nope, they usually go for two," the second answers.
Stan Winston Studios created the animatronics used in the snapping and kicking scenes and Digital Domain did computer graphic effects in post production.
Anheuser-Busch-Budweiser: "Ants" (DDB Needham Worldwide; Satellite Films; :30). To the accompaniment of a pulsating drumbeat, ants carry a bottle of Budweiser to their anthill, then proceed to turn it upside down and ease it down through a hole in the hill. Next we hear the popping of the cap, and it's party time in Ant City.
Anheuser-Busch-Bud Light: "Fishing" (DDB Needham Worldwide; Fahrenheit Films; :30). Best of the oft-parodied "I Love You, Man" campaign that spawned the advertising catch phrase of the year, this features Johnny (Rob Roy Fitzgerald) fishing off a pier with his father and brother. "You're not getting my Bud Light," the father says after Johnny's faux-emotional "I love you" act. Undaunted, he turns to his brother, who blandly says "Forget it, Johnny."
Miller Brewing Co.-Miller Genuine Draft: "Beer Fu" ( Leo Burnett USA; Backyard Productions; :30). Two twentysomething dudes in a bar watching a badly dubbed kung-fu film on TV hear the evil warlord-type tell two bound Asian beauties that "Nothing can save you now."
"Maybe WE can!" they say, inserting themselves into the movie. One dude challenges the warlord to a game of "paper football" and wins. "We are saved!" the women exult, and the warlord, gracious in defeat, leads the victors to a sports bar while one of them mouths "Life is good" Miller tag. The bad-dubbing technique effectively runs throughout.