When does a bad virus become a good virus? When it’s a Bud virus.
Budweiser has re-recorded it’s iconic ‘Whassup’ 1999 advert to make it more relevant to people in lockdown to encourage them to checkin on their friends during the Corona lockdown. Using the new term – “in quarantine and having a Bud”. Budweiser is taking its message to social media to using the Hashtag #Togetheratadistance to encourage people to stay connected during lockdown.
The ad was originally based on a short film by up and coming film director Charles Stone the 3rd. His movie was originally called True, it had all been shot in a single bedroom in New York and it was about the lives of three African American men who phone each other while watching sport.
The grainy and degraded video had been circulating as a portfolio piece and was picked up by producer at the DDB agency who showed it to Vinny Warren an Irish immigre who was working as a creative on the Budweiser account at DDB Chicago. The original video is a great observation of life however it is light on a story.
Through all of distractions Vinny could see the possibilities of using this idea in an ad for Budweiser, it had the right attitude and it was still hilarious and fresh. All it lacked was that the guys needed to have Budweisers when they were watching the game. That was the hook the video had been waiting for. The original video was so close to the finished idea they showed the original “True” video to the clients. They didn’t need to edit or polish the product. The rest as they say is history. The ad was deemed the best Ad at the 1999 Super bowl. It went on to be acclaimed at the Clio awards of that year and has entered the hall of fame for advertising.
The essence of the Ad was very much in line with the Ethos of the Super bowl. It is loved because it expresses the need for men to gather and express themselves and through that self expression develop their own self identity.
Now fast forward 21 years to 2020 Budweiser has decided to re – invent the ad to use its legacy to carry a good message into society in these dark times of Covid19. As many of Budweisers customers will be in self isolation they have chosen to send a message of Wassup to check up on your friends and family who maybe suffering from the consequences of the Corona Virus.
This could be really good and become the next big thing…again.