In 1997, DDB Needham creatives Dave Merhar and Mike Oberman created Fusion Idea Lab in Chicago. In 1999, they brought their work to the Super Bowl on behalf of Anheuser-Busch's Bud Light. (Merhar had been there before for the brand, as a matter of fact; he created the "I Love You, Man" campaign for Bud Light, which culminated in a Super Bowl buy in 1996).

Later Fusion work for Anheuser-Busch would include "Roommate" in 2003.

BRAND: Bud Light

YEAR: 1999

AGENCY: Fusion Idea Lab

SUPERBOWL: XXXIII