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Friends are waiting

Published/Aired: 
September 2014

Description

Production Company: TPSC Entertainment
Director: Gus Black
Executive Producer: John Noble
Producer: Lisa Dabao
Firm: The Big Tree
Firm Producer: Larry Israel
Creative Consultants: Momentum
Post Production House: 90 Degrees West
Editorial Executive Producer: Ellen Legow
Editors: Scott Whiteaker, Scott Conger
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kleenex's picture

ehhhh....

kleenex
Activity Score 58797
Web Designer/Developer
halaby87's picture

I like the dog though

halaby87
Activity Score 10502
Marketing Manager |

M.Halaby

damnson's picture

Labradors are the best. This ad sucks though.

damnson
Activity Score 11517
Copywriter |

An axe murderer of ads.

Amanda Janczak's picture

This ad from Budweiser gets the do not drink and drive message across in a creative and emotional way.

Budweiser definitely nailed this one because people are hooked on it. As of Sept. 25, less than a week after the commercial was posted, it went viral with more than 13 million views, according to USA TODAY. I first saw this commercial in a Facebook post, and as soon as I watched it I could see why everyone loved it so much.

This effective message from Budweiser creates all six types of consumer responses within the categories of the Facets Model of Effects, which explains how and why consumers react to advertising.

In the perception category, it creates a see/hear consumer response by creating awareness of drinking and driving. This message definitely grabs viewers’ attention and sticks in their memories. It leaves a favorable brand impression of Budweiser on their minds.

For the emotion/affect category, feelings are stirred up in viewers of fear, anticipation and relief. It connects with consumers’ innermost feelings through its strong emotional appeal.

In the cognition category, the ad tries to get viewers to think about drinking and driving and understand its possible effects. It causes consumers to stop and think about drinking and driving, while they are also thinking about the Budweiser brand. Hopefully the rational response that people get after thinking through the commercial’s message is that the risks of drinking and driving are not worth it.

For the association category, it attempts to connect with viewers through the emotional story. It particularly attempts to connect with pet owners, who know how much pets cannot wait for their owners to get home. The ad is distinctive through brand linkage, in which the message of not drinking and driving becomes connected to the Budweiser brand and locked into the memory of the viewers who see the message. It gives viewers a positive association of the Budweiser brand.

In the persuasion category, it tries to get viewers to believe that drinking and driving is wrong, and motivate and influence people to not drink and drive.

For the behavior category, the goal is to prevent people from drinking and driving. It encourages the action of making alternate plans after drinking, such as staying at a friend’s house. A mental rehearsal is made possible by showing the story of the guy. Viewers are able to visualize all of the things that could have happened.

Using the Facets Model of Effects to evaluate the brand communication of Budweiser in this ad, I think the company did an excellent job. Although the message of the ad is clearly to not drink and drive, people will associate their positive feelings about the commercial with Budweiser. There are so many different kinds of beers out there, and this ad helps to set Budweiser apart. I could imagine consumers feeling like Budweiser is a brand that truly cares about them and the possible consequences of behaviors that could take place after drinking its products.

Amanda Janczak
Activity Score 21
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