Bud Light brings back ‘Real Men of Genius’ with new twist for digital age

Bud Light’s “Real Men of Genius” campaign--which set a new standard for funny radio ads--is being resurrected for the social media age. The brew is rebranding the campaign “Internet Heroes of Genius” and running them exclusively on digital, including on streaming audio services Spotify and Pandora. Bud Light stuck to the same formula as the original award-winning campaign, which last ran in 2007 and paid homage to oddball jobs, like “Mr. Edible Underwear Inventor,” with laugh-out-loud copy lines. The new version has fun with gigs spawned by the rise of the digital media. For instance, one spot (above) pays sarcastic tribute to corporate social media managers. “Shakespeare, Tolstoy, Hemmingway–of history’s greatest writers, only you have mastered the brand voice of a Twitter account for almond milk,” states the voiceover, prompting the kicker, done in song: “Sassy, but not too mean.” Another spot highlights Snapchat lens creators. Listen to the other spots at bottom, including “Person Still Using Their Middle School Email,” “Person Who Accidentally Went Viral,” “Video Streaming Login Sharer,” “Online Encyclopedia Editor” and “Person Who Sorts By New.” The original campaign was created by DDB Chicago in 1998. It was first called “American Heroes.” The brew renamed the campaign “Real Men of Genius” in the wake of the terrorist attacks of September 11, because labeling the sarcastic ads “American Heroes” would have been considered tone-deaf. The campaign moved to TV in... Continue reading at 'Advertising Age'

[ Advertising Age | 2019-06-18 10:00:00 UTC ]

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