Some details have emerged about the big game’s upcoming Anheuser Busch spots. Adweek gave us a peek in a recent article and The Chicago Sun Times’ advertising columnist, Lewis Lazare, was given a screening of the brewer’s spots and, without giving away too many key details, he wrote a review last Friday.
First, we now know that NBC late night comedian Conan O’Brien will make his TV commercial debut in one of the spots. The ad will feature O’Brien as he agrees to tape a Budweiser commercial, but reluctantly finds out that the spot will be created in Sweden. Lazare c alls the O’Brien effort, “Quirky. Amusing. And well-acted.” Reports indicate O’Brien was not paid for his work, but instead accepted a charitable donation to the Fresh Air Fund.
We also know that Bud will feature its iconic Clydesdale horses in three spots, two of which will feature light humor. In one, a pair of horses find love and, in the other, a Clydesdale and Budweiser’s Dalmatian engage in “some friendly competition” according the Adweek. The last of the Clydesdale ads will tug at our heartstrings, a tactic that has worked well for Bud in year’s past and produced some SpotBowl winners and strong contenders. In this spot, a Clydesdale recalls his ancestor’s trip to America and their journey to becoming members of the Anheuser Busch cart pulling team. AB did not give Lazare a screening of this particular spot, but Lazare was told that the ad will use a combination of humor and sentiment (always a good combination in ad polls like SpotBowl).
All three Clydesdale spots were overseen by Super Bowl advertising director extraordinaire, Joe Pytka.
Overall, the review of Bud’s 2009 ads was mixed. Budweiser’s ads don’t “have the same creative punch many viewers have come to expect from A-B” and “it’s the humor and the sentiment — especially the humor — that doesn’t hit the mark in most of what viewers will see from A-B and (advertising agency) DDB this year.”
Hmmm…looks like we’ll have to let the SpotBowl nation decide that for themselves in two weeks.