Raramente gosto dos comerciais da Budweiser no Super Bowl, já que geralmente envolvem piadas com flatulências e animais falantes. Mas nesse ano acredito que filme de Bud Light foi um dos destaques, e por um motivo bem simples: a paródia com “Lost”.
Um queda de avião com gente de todas as etnias, até que alguém acha o rádio da aeronave e diz: “Posso tirar a gente dessa ilha”. Mas uma descoberta mais importante vai mudar os planos dos sobreviventes.
A Budweiser (não a Light) também teve outro comercial divertido nesse Super Bowl, intitulado “Bridge”.
E a Bud Light segue com sua campanha focada no drinkabillity. Conceitualmente lembra muito o apelo usado pela cerveja Sol no seu lançamento aqui no Brasil. Alguém lembra do “Nem forte, nem fraca. No ponto?”
Bom, na campanha da Bud e em inglês virou “Not too heavy, not too light. Bud Light. The difference is drinkabillity.” Coincidências a parte, a campanha é muito bacana como via de regra são todas as de Bud.
O recurso aqui é levar as últimas consequências o que seria o “too heavy” e o “too light” em situações corriqueiras. Diverte. Criação da DDB Chicago.
Via ScampBlog comes this spot from Fallon’s UK office for Budweiser. The one thing that jumps out immediately is that it’s a :60 (when was the last time you saw a :60 in the US that wasn’t a launch spot for a major brand.)
The second is that it’s another in a line of UK TV spots that fetishize the rural American South (Levi’s UK advertising did a good job of this.) Not criticizing, but it’s always fascinating to see an outsider’s take on something uniquely American. To the Brits, the rural South is uniquely and authentically American.
For although many creative purists will look down on an agency for engaging a director at that stage, one of the biggest lessons we have to learn from the digital age is that it can’t always be about the copywriter and art director team anymore. That we need to engage and involve other people– be they technologists, user experience experts or film directors– early on and collaborate with them fully. The result can be something as charming as the spot above.
One thing that you can count on when it comes to producing the whole script of commercials is the creativity part of each segment. Most companies like the makers of Budweiser know what the public want.
While some may criticize them for placing some sort of some malice, as long as there is nothing offensive about them, you got to take your hats off to the makers of these commercials.
So the next time you feel the heat, grab a bud. But once you do, make sure you cool it first before proceeding. Some things may not be what as they seem in the world of creative advertising.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
Post originalmente publicado no Brainstorm #9
