Bud Light - Robo Bash

February 03, 2002 | :30

As season four of "BattleBots" got underway in Comedy Central's bizarro-world take on sports tournaments, Bud Light and DDB Chicago came to Super Bowl XXXVI with a play on the show.

"BattleBots" sued in 2002 but lost in 2004, when a judge ruled that the commercial qualified as fair use.

The spot "may reasonably be perceived as a parody of the BattleBots television show," the judge wrote. "The commercial ridicules the BattleBots show's attempt to present a techno-geek dominated robotic combat competition as a legitimate sport."

"Robo Bash" ranked fifth on USA Today's annual Ad Meter popularity contest, though that meant it still trailed three other Anheuser-Busch spots, a dominant showing for the brewer that was characteristic of the era before Doritos' Crash the Super Bowl contest. See also "Satin Sheets," "Falcon" and "Cyrano de Cedric."

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  • BrandBud Light
  • Year2002
  • AgencyDDB
  • Superbowl #XXXVI
  • Quarter airedQ1