January 26, 2005


Emphasizing Taste, and Not Just in Beer, at Super Bowl (STUART ELLIOTT, 1/26/05, NY Times)

Anheuser-Busch, the biggest advertiser on the Super Bowl, the biggest day of the year for advertising, is making good on a promise to clean up its act.

A look at some commercials that Anheuser-Busch is considering for Super Bowl XXXIX on Feb. 6 - for beers like Bud Light, Budweiser, Budweiser Select and Michelob Amber Bock - indicates the company was considerably chastened by the reaction from salacious, provocative spots it ran last year.

The content and tone of the commercials under consideration for next month are well within the bounds of mainstream marketing. Missing are the double entendres, bathroom humor and crude sight gags that dominated last year.

"Our goal is to be careful," said Bob Lachky, vice president for brand management and director for global brand creative at Anheuser-Busch in St. Louis.

"We want to make sure the types of situations we depict and the jokes we tell don't cross the line of good taste," Mr. Lachky said. "There's a heightened sense of awareness where that line is."

The Culture War is, if possible, going even better than the War on Terror.

Posted by Orrin Judd at January 26, 2005 9:26 AM

If the culture war results in fewer girls in bikinis dancing in beer commercials, then the terrorists will have won.

Posted by: Brandon at January 26, 2005 2:13 PM

There is a thin line between being provocative and offending your potential customers. Like many people in the entertainment industry, the A-B ad team has become too full of themselves over the past decade or so.

Posted by: Bart at January 26, 2005 6:06 PM

This is somewhat off tangent, but has anyone else noticed a trend in commercials in which the potential customer is presented as a dolt?

Posted by: David Cohen at January 26, 2005 7:09 PM


Yes - although I must admit the new AOL ads are quite funny.

"I think it would be awesome if my computer would make the sound of a yeti". Perhaps he is thinking of Howard Dean.

Posted by: jim hamlen at January 26, 2005 7:32 PM