Within Bud Light's sextet of Super Bowl XLII ads, "Breathe Fire" by DDB Chicago was one of two devoted to the theme of special abilities gone comically awry. Although brand managers most want sales to result from their expensive big-game productions, not for nothing this ad ranked fifth on USA Today's annual Ad Meter popularity contest.
Two quarters later, Bud Light would air the sequel to this ad, "Ability to Fly."
Director: Stacy Wall. Production company: Epoch Films.
Group creative director: Mark Gross. Creative directors: Chuck Rachford, Chris Roe, Rob Churchill. Copywriters: Kitty Shulz, Jason Karley. Art directors: Steve Haack, Galen Graham. Editorial: The Whitehouse. Editor: Carlos Lowenstein.
BRAND: Bud Light
QUARTER AIRED: Q1