Budweiser Radio DON'T UNDERSTAND by Goodby Silverstein & Partners San Francisco

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DON'T UNDERSTAND

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Industry Beers and Ciders
Media Radio
Market United States
Agency Goodby Silverstein & Partners San Francisco
Creative Director Jeff Goodby
Released May 2004

Credits & Description

Advertising Agency: GOODBY SILVERSTEIN & PARTNERS, USA, San Francisco
Creative Director: Jeff Goodby
Scriptwriter: Steve Dildarian
Agency Producer: Cindy Epps/Alex Lind


Script in English

SFX: Swamp SFX.

LOUIE: Frankie, I don't understand these Miller ads.

FRANK: Tell me about it Louie.

LOUIE: I mean, first off, they televised a debate between an irritating spokesperson and a horse.

FRANK: Yeah, it's hard coming up with good commercials.

LOUIE: Coming up with good commercials... these guys shouldn't have gotten out of bed.

FRANK: Yeah.

LOUIE: I mean, can you picture their corporate headquarters?

FRANK: I'd rather not.

LOUIE: (impersonation) "Hey guys, we need to sell beer. Let's hire an irritating spokesperson to have a debate with a horse."

FRANK: Yeah, sounds good huh?

LOUIE: Oh yeah, "good idea boss, good idea."

FRANK: Right.

LOUIE: What were they thinking?

FRANK: I dunno.

LOUIE: And the worst part is - you saw it -

FRANK: Right.

LOUIE: The horse WON the debate.

FRANK: Anybody could see that.

LOUIE: I mean when you lose a debate to a horse, your career is not going well.

FRANK: Yeah you gotta reconsider, you know.

LOUIE: Plus I heard that Miller might have to drop out of their imaginary race anyway.

FRANK: Really, why?

LOUIE: See, they were bought by a company called South African Breweries, so technically they're not American and can't run for office here.

FRANK: Bummer.

LOUIE: Yeah, first they lose a debate to a horse. And now this.

FRANK: Yeah.

LOUIE: This is not a good week in Miller land.

FRANK: Yeah when is it ever?

ANNCR: Anheuser-Busch, St. Louis Missouri.
Brief Explanation

This was one ad in a series using Frank and Louie, that responded directly to Miller's attacks on Budweiser - specifically, claims that Budweiser's category domination is 'unAmerican'. This message resonated strongly with both consumers and wholesalers alike.