Radio - Category Winner: Bud Light

Published on .

DDB Worldwide, Chicago

Group Creative Director: John Immesoete

Copywriters: Pat Burke, Bill Cimino, John Immesoete, Kitty Schultz

Producer: Sam Pillsbury

Music Co.: Scandal Music, Chicago

Our jury presented the Best Radio award to a campaign of seven comic parodies created for Bud Light. At first blush, these sound like the kind of self-important ads that marketers use to "salute" honest, hard-working Americans. But something's amiss here-the copy is a bit over the top, the music track a little too preciously rock 'n' roll. As the basso profundo announcer chews into the copy, we discover that the campaign is about different kinds of heroes-basically, poor schlubs like the guy who designs miniature golf courses (see dialogue box), or the hapless Chinese food delivery guy who risks life and limb for a buck-and-a-half-tip. Other spots salute male football cheerleaders, bad toupee wearers and whoever in the world actually eats pickled pigs' feet. With great production values and laugh-out-loud copy, these spots do what radio is good at-they set a mood in which Bud Light can live in consumers' minds. All rise as we salute them.

Bud Light Radio

"Mr. Putt Putt Golf Course Designer"

MUSIC: Drums open, leads into mock-heroic rock anthem music.

ANNOUNCER: Bud Light presents ... Real American Heroes.

SINGERS: "Reallll American Heroooooes."

ANNOUNCER: Today we salute you, Mr. Putt Putt Golf Course Designer.

SINGERS: "Mr. Putt Putt Golf Course Designer."

ANNOUNCER: Through the magic of Astroturf and animatronics, you've taken the time-honored game of golf and made it fun again.

SINGERS: "Keep on strokinnn'. "

ANNOUNCER: They said a 3-foot putt wasn't a challenge, so you added windmills.

SINGERS: "Giant windmills."

ANNOUNCER: While lesser men wasted time with fairways and sandtraps, you had visions of fiberglass volcanoes, giant clown heads.

SINGERS: "Clowns freak me out, man."

ANNOUNCER: So crack open an ice cold Bud Light, Mr. Putt Putt Golf Course Designer, because you and I know that a round of golf should always, always include Indian teepees.

SINGERS: "Mr. Putt Putt Golf Course Designer."

ANNOUNCER: Bud Light beer, Anheuser-Busch, St. Louis, Missouri.


Hollywood Video

"The Sixth Sense"

Cliff Freeman & Partners, New York

Creative Director: Arthur Bijur

Copywriter: Adam Chasnow

Producer: Leigh Fuchs

Production Co.: Kamen Entertainment Group, New York

Engineer: Roy Kamen

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