Directed by the prolific Frank Todaro, who also lensed the same game's “Mother,” this spot via Toronto's Downtown Partners DDB is a distillation of a certain sensibility that, for Anheuser-Busch at least, would fall out of favor in a year’s time. The puritanical furor over the Janet Jackson-Justin Timberlake “nipplegate” fiasco was a year away from casting a pall over the brewer’s lowest common denominator spots in the 2004 game (while it was the second most popular A-B ad that year, Bud Light never re-aired its flatulent horse bit), leading to a general toning down of its advertising efforts.
But before America collectively clutched its pearls and shuddered at the fleeting glimpse of an areola, football fans were treated to the likes of “Parade,” an extended sight gag that traded on the shopworn trope of coulrophobia before indulging in an almost Cronenbergian disgust for the human body.
While it’s unlikely that we’ll ever see another parade harlequin seem to do what this one does on Super Sunday, the Todaro spots both landed in USA Today’s top 10, and sales of Bud Light that year reached an all-time high.
Production company: RadicalMedia. Producer: David Cranor.
Creative director: Dan Pawych. Copywriters/art directors: Peter Ignazi, Carlos Moreno. Agency producer: Bob Kirk. Account supervisors: Tim Binkley, Jeff Mccrory, James Schumacker, David Winking.
BRAND: Bud Light
QUARTER AIRED: Q1