Budweiser Radio PART OF A HORSE by Goodby Silverstein & Partners San Francisco

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

Credits & Description

Advertising Agency: GOODBY SILVERSTEIN & PARTNERS, USA, San Francisco
Creative Director: Jeff Goodby
Scriptwriter: Steve Dildarian
Agency Producer: Cindy Epps
Account Supervisor: Harold Sogard
Sound Engineer: Leslie Mona-Mathus

Script in English

LOUIE: Oh Frank, this election for President of Beers is getting ugly.

FRANK: Tell me about it.

LOUIE: They've got an irritating spokesperson running against a horse.

FRANK: I know it's a tough decision.

LOUIE: Tough?

FRANK: Yeah I like horses and I like irritating spokespeople. I'm back and forth you know. What kind of horse is it?

LOUIE: Frank, it's Budweiser. It's a Clydesdale.

FRANK: That's good.

LOUIE: It's gonna be a landslide. The Clydesdale is unbeatable.

FRANK: Why's that?

LOUIE: Why? He looks more presidential than the spokesperson...

FRANK: That's true.

LOUIE: I mean he's got that handsome look, the jaw bone.

FRANK: Yeah, you're right.

LOUIE: I mean he's cut, he's buff, he's got those shoes with the ankle warmers.

FRANK: He's got really nice ears too.

LOUIE: Nice ears and he smells better.

FRANK: Oh yeah.

LOUIE: Did you see that debate?

FRANK: Yeah, I didn't understand it but.

LOUIE: The horse doesn't say a word and he comes off smarter than the spokesperson.

FRANK: Sometimes it's knowing what not to say.

LOUIE: I mean who would you rather have for president? An irritating spokesperson or a majestic Clydesdale who is symbolic of warm holiday fun?

FRANK: I'll take the horse.

LOUIE: Hello? In a choice between a horse and a guy who's only part of a horse, give me the horse any day.

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.