Budweiser pitches a fantasy in this Super Bowl XVIII spot out of Chicago's Fusion Idea Lab, a shop founded in 1997 by Dave Merhar and Mike Oberman, creatives from DDB Needham Chicago who had worked on accounts including Bud, Bud Light, McDonald's and General Mills. (Merhar created Bud Light's "I Love You Man" campaign, which reached the Super Bowl in 1996). Fusion's previous Anheuser Busch work for the Super Bowl included "Launch" in 1999.
Director: Gary McKendry. Production company: Go Film.
Creative director, copywriter: Matt Brennock, who had joined Fusion from J. Walter Thompson and was previously a colleague of Merhar and Oberman at DDB. Creative director, art director: Mike Oberman.
Editorial: Lost Planet. Editor: Paul Martinez.
AGENCY: Fusion Idea Lab
QUARTER AIRED: Q2