Fans in a football stadium use cards to assemble a giant picture of a Budweiser bottle and an empty glass, then fulfill the setup.
Although the stadium appeared packed with thousands of extras, Bud Light and DDB Chicago made do with 300 real people and a lot of animation.
"The Wave" ranked No. 10 on USA Today's annual Ad Meter ranking of Super Bowl ads' entertainment value -- the second-worst showing by an overperforming Anheuser-Busch, which somehow got five other spots in the top 10 that year (and landed its remaining commercial in the game at No. 11).
Director: Paul Middleditch. Production company: HIS Productions.
Creative director: John Hayes. Executive producer: Ellen Jacobsen Clarke. Copywriter: Patrick Knoll. Art directors: Steve Bougdanos. Editorial: Chrome.
BRAND: Bud Light
QUARTER AIRED: Q4