Budweiser Drinkers to Develop Chinese New Year Ad
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Anheuser-Busch InBev has thrown down the gauntlet. Consumers in China must answer. An opportunity has presented itself for Budweiser enthusiasts to play creative director and develop an ad to commemorate the 2010 Chinese New Year.
There is one rule in this contest: the ad must feature ants. For the past decade, A-B InBev has incorporated the ant motif in every ad campaign for the Chinese New Year.
Paul Wong, the director of the Budweiser ants TV spots since 2003, said the ants depict “the Chinese national spirit of diligence, solidarity and intelligence.”
The digital contest was developed by A-B InBev’s marketing team in Shanghai to better engage the Chinese people by utilizing the Chinese video-sharing site, Tudou.com. The site will allow participants to write, draw and edit storyboards for a TV spot.
“We realized user-generated ideas and online video are both very popular among internet users at this stage, so this is the area that we want to use as well,” said Vivian Yeh, A-B InBev’s Shanghai based new media manager.
The grand prize winner will receive 100,000 RMB ($14,637) and will help produce the ad.
Note: I’d submit my own Budweiser Ants TV ad if it weren’t for my locale. I actually have a great idea for a spot. But to maintain the peace of mind of the contestants, I won’t divulge. However, I’ll tell you this… it involves myriad ants, an ant farm that extends across China, a sea of Budweiser brew, an eccentric panda and O’Hara from Enter the Dragon. Now, let it play out in your head…
Rohan Raj. Syrupy schmaltz. Finessing perpetual cadence. Boundless behemoth. Absence of mutual exclusivity? Priceless…Reach him via Twitter or LinkedIn.
