We’ll cite Wikipedia for a little more back story : But it has perhaps the best commercials of any brew with its Real Men of Genius, formerly Real American Heroes ads. Like an early 2000s Avensis, they don’t make ‘em like that anymore.Bud Light isn’t all that good a beer. The script is 35 seconds of brilliantly crafted daftness (the phrase “how are you” is repeated 11 times with joyful excitement by the actors from The League of Gentlemen - it’s ridiculous, in a good way), punctuated by an Exocet endline that lands the proposition perfectly. Except he catches them in the act, having got there ahead of time by virtue of his trusty Japanese saloon. Two office workers mock their soon-to-arrive client’s comedically squeaky voice by impersonating him, much to their mutual amusement. But by making this apparent benefit the source of cringe-making comedy, we have an ad that is forever lodged in my mind. ‘Hello David’ is a spot that reminds the listener that the electronic traffic control in a Toyota Avensis can cut your journey time. Next up, an ad from closer to home and a reminder that sometimes just being very silly is more than enough. It’s a shame really that they didn’t end the run with a spot entitled “Mr Peerless audio advertising writer”, because for me, this campaign genuinely is a real work of genius. What a reminder of how good audio can be when you really commit to it. Plus, each spot finishes with a reminder to crack open an ice-cold Bud Light (invitation to purchase) and a final reprise of our hero’s moniker (jingle number 2).
Perfect little characterisations that entertain and conjure up vivid images in your mind. Every script is hilarious - the copywriting effortless and engaging - one liner upon one liner, backing vocal flourish upon backing vocal flourish. I could go on, because they made two hundred ads. We marvel at “Mr Professional Figure Skater” (“skate perfectly and you’re a crowd pleaser, mess up and fall on your butt and you’re still a crowd pleaser”) and share a stall with “Mr Rest Room Toilet Paper Refiller” who “like a brave soldier storms hostile territory, delivering much needed supplies to his men”. We’re introduced to “Mr Really Stinky Breath Breather Outer”, who “puts the hell in halitosis”. We meet “Mr Silent Killer Gas Passer” with whom “a simple elevator ride is suddenly a 42 floor plummet into the very bowels of hell”. The kind of guys who’d drink a light beer without caring how it makes them look (brand relevance). Men who walk to their own tune, do whatever they want regardless of how they look, or invent things that make the average Joe’s life a little bit better. Except they’re not movie stars, politicians or artists, they’re heroes of a different kind.
What follows in each spot is a tongue-in-cheek celebration of the kind of man who makes America great.
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