BUD LIGHT | GREETING CARDS(Bud Light Institute) | 2003
Every invention in history existed to keep women busy so men could drink beer / BUD LIGHT "GREETING CARDS"
The text on these greeting cards is just completely ridiculous. But what's great is that it commits to that ridiculousness all the way through.
The problem
Canada's Labatt spent years rejecting dozens of proposals for Bud Light. Since the brand carried over some of the tough, masculine image of its sibling brand Budweiser, there was caution internally about fully committing to a comedy direction.
The insight
The setup features a professor from a fictional research institution called the "Bud Light Institute," who solemnly explains that every invention in history, from tea parties to feminism, existed to keep women busy so men could have time to drink beer. The greeting cards are presented as the practical application of this research.
The idea
The commercial shows greeting cards that this research institution supposedly actually sells. For example, one card insists that instead of calling someone "fat," you should use a cooler-sounding word spelled with "ph." The ad presents these fake premises as if they were real products. What makes it funny is how it maintains this fictional world as though it genuinely exists.
What happened
The campaign won a Merit award at The One Show and also took home Gold at Cannes Lions. The creative director was Dan Pawych, the art director was Carlos Moreno, and the copywriter was Peter Ignazi.
Afterthought
An industry magazine column at the time ranked this as one of the best ad campaigns in history. It's a great example of how pushing silliness all the way through can become a strength in itself. Just knowing there was a client who stuck with this idea to the very end, something that might not get approved today, is enough to warm your heart.
Awards
- Cannes Lions Gold 2003
