Not cool, man. A Bud Light drinker shows the difference "drinkability" makes, e.g. landing a sick jump or potentially landing in the hospital. Good thing that picnic table was held together by chewing gum, or this spot by DDB Chicago could have taken a dark turn.

"Skier" continued a $50 million ad campaign begun in October 2008 to help Bud Light beat back challenges from Coors Light and Miller Light with the new tagline, "The difference is drinkability." 

"Drinkability" had actually been in fine print on Budweiser's label since the 1960s and was often raised in creative briefings to communicate Bud Light's appeal: You could drink a lot of it, and it was less watery than Coors Light and less bitter than Miller Lite. Then an analysis by the consulting firm Cambridge Group, brought in by Anheuser-Busch to manage its brand portfolio, helped the brewer decide to play up "drinkability" as a Bud Light differentiator for consumers. DDB Chicago and Euro RSCG Chicago ran with it.

Ultimately Bud Light in 2009 posted its first full-year sales decline in its history. Without pinning the blame on "drinkability" in particular, the brewer refrained from using it again in the 2010 Super Bowl, where "Here We Go" took its place (see for example "Asteroid").

Director: Erich Joiner, who also directed Bud Light's "Meeting" in the same game, among other Super Bowl work. Production company: Tool of North America. Director of photography: Mark Plummer. Executive producers: Jennifer Siegel, Brian Latt.

Group creative director: Mark Gross. Creative directors: Chris Roe, Chuck Rachford. Copywriter: Jeb Quaid. Art director: Aaron Pendleton. Executive producer: Will St. Clair. Producer: Dan Bryant. Associate Producer: Patty Phassos.

BRAND: Bud Light

YEAR: 2009

AGENCY: DDB

SUPERBOWL: XLIII

QUARTER AIRED: Q2