Words can't describe how an assignment like this makes me feel. All my life I have watched TV sponsored by commercials. Half of which were probably beer spots. Half of those were Bud Light. All of which were funny. Check out this somewhat new one for Bud.tv which is probably the most well-written (childish as it is) and comedically-timed beer spot I think I’ve ever seen.
Bud Light is unique in that their creative brief really isn’t a brief at all. They’re unoficial mantra is entertain first, sell second. And they do this by always following a very simple formula, which is actually more like a set of 4 rules (does not apply to the above spot):
1. It must portray Bud Light in a “hero-like” light
2. It must be humorous
3. The punchline or funniest part must be right before the product shot and/or tag
4. Any red-blooded American male (beer-drinker or not) must laugh out loud when he sees it
There's a certain amount of freedom that comes with concepting for a spot like this, which is both good and bad. Because of a lack of strategy or direction, it's an "anything goes" type project, which is sometimes hard to do when our whole education here is based on staying creatively and strategically focused. Regardless, I’m excited to see what my team and I can come up with. Everyone is treating this like the Superbowl, as they should. The pressure is on. And the laughs will certainly follow.
dubs. out.
No comments:
Post a Comment