While its other six ads were created by DDB Chicago, Anheuser-Busch turned to LatinWorks in Austin, Tex., for "Language of Love," a spot about men of different ethnic backgrounds winning over women, spurred on by comic Carlos Mencia.
"We're beginning to see a funny-foreigners trend emerging in tonight's ads," Time magazine TV critic James Poniewozik wrote after this second-quarter spot aired. (See also SalesGenie.com's controversial "Pandas.")
The ad continued a campaign that previously saw Mencia teach English-language students how to ask for a Bud Light in Super Bowl XLI a year earlier ("Classroom").
The brewing company spent an estimated $18 million of its big-game budget in 2008 on Bud Light.
Director: Chris Koch. Production company: Konk Pictures. Editorial: Cutters. Editor: John Dingfield.
BRAND: Bud Light
QUARTER AIRED: Q2