Budweiser Radio THEY JUST DON'T GET IT by Goodby Silverstein & Partners San Francisco

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THEY JUST DON'T GET IT

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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 Frankie, these Miller guys just don't get it.

FRANK: Yeah? Why's that Louie?

LOUIE: They're airing commercials where they say Miller is running against Budweiser for President of Beers.

FRANK: Sounds kind of corny.

LOUIE: Oh please! Corny? It's annoying, it's obnoxious.

FRANK: Hmmmm… sounds like a Miller campaign.

LOUIE: Yeah, I mean it was a long winter but there's no excuse for this.

FRANK: No.

LOUIE: I mean Miller had an entire ad agency thinking of ideas...

FRANK: Right.

LOUIE: …And that one was the winner?

FRANK: Yeah, quite a talented bunch there huh?

LOUIE: Yeah really, pink slip time. Plus the whole idea makes no sense.

FRANK: Yeah? Why's that?

LOUIE: They're running for President of Beers in America.

FRANK: Right.

LOUIE: Well Miller was bought by South African Breweries.

FRANK: Right?

LOUIE: So they're not even eligible to run.

FRANK: Wow. So how is Budweiser gonna respond?

LOUIE: They're not. They asked the ferret to respond.

FRANK: Oh.

LOUIE: Listen here he is.

FERRET: (Squeaks.)

FRANK: Wow, he really put them in their place.

LOUIE: He did?

FRANK: Yeah, yeah, just listen.

FERRET: (More squeaks.)

FRANK: Oh hoh, he's not pulling any punches today!

FERRET: (More squeaks.)

LOUIE: Go get 'em fuzzy!

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.