Just read that Bud Light is up for review after 28 years at incumbent DDB Chicago.
I worked on that brand for two years at DDB in the mid 90s.
It was great fun to work on but it was made difficult by the brand having the stone age strategy of “what would you do for a Bud Light?”.
Everything you thought of and idea you had was immediately met with an “oh we did that three/five/seven years ago!” reaction.
Or, “the brewery doesn’t like spots with epileptic penguins”.
So it could be a mind-bendingly difficult assignment to come up with anything fresh for. A real head scratcher.
But the good thing was I was being paid to do this and had nothing else to occupy my time.
Plus, I was insanely bent on producing a famous funny beer spot. That helped too.
Also, the brand had experienced double digit growth every year for 12 years. So the client was unusually receptive to crazy ideas.
Working on Bud Light was a great training ground for a lot of creatives, myself included.
They had a monstrous media budget and the production budgets weren’t too bad either. I was also keen to take advantage of that. And did!
If you did a Bud Light spot the whole country would know about it. This prospect would frequently cause me to wet myself.
DDB Chicago did a stellar job on Budweiser Light, as it was initially named, over the years.
It’s one of the all time great marketing success stories.
So a hearty WELL DONE! to veteran Chicago DDB-ers JT Mapel and Mark Gross and Chuck Rachford and (you know he’ll sulk if i don’t mention him) Chris Roe!
I don’t know how you guys did it, year after year after year.
And well done to everyone else who nearly shat themselves with terror on a Sunday night because the latest Bud Light Superbowl scripts were due Monday morning.
And you’d heard Goodby were rumored to be in the frame on this one.
And the pressure was really on this time.
No,seriously guys! This is really serious this time!
And Bob Lachky has a verucca.
It was like Vietnam.
If you weren’t there you just can’t understand maaaaaaan!!!