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'Who Would You Have A Beer With?'
March 30, 2006
Spike Lee-Directed Ads and Consumer Sweepstakes Mark Second Phase of Beer Industry Development Campaign
ST. LOUIS (March 30, 2006) – If you could have a beer with anyone, who would it be? Renowned filmmaker Spike Lee has teamed up with the beer iindustry to ask adult beer drinkers this provocative question.
In phase two of the industry development campaign led by Anheuser-Busch, the leading U.S. brewer will debut a series of television ads directed by Lee, featuring vignettes of celebrities discussing who they would have a beer with if they had the chance. The ads were created by DDB Chicago and produced by Lee’s production company, 40 Acres & A Mule Filmworks.
The first ad in the series, which debuts this weekend, features Spike Lee raising a glass to famed Brooklyn Dodger Jackie Robinson. Shot on location at the site of Brooklyn’s historic Ebbets Field, the ad highlights Robinson’s drafting by the Brooklyn Dodgers in 1947, making him the first African-American in the modern era to play baseball in the major leagues, forever changing the American landscape.
The second ad in the series features Emmy® Award winning actor and “The Sopranos” cast member Michael Imperioli toasting film legend Humphrey Bogart. Imperioli chooses Bogey based on his magnetism and ability to captivate film lovers of all backgrounds. Anheuser-Busch plans to unveil additional ads throughout spring 2006.
“Beer is about sharing moments and creating memories with good friends and family,” said Robert C. Lachky, executive vice president, global industry development, Anheuser-Busch, Inc. “Through his one-of-a-kind directing, Spike has been able to capture beer’s place in our culture and its ability to bring people from all walks of life together in an unpretentious way. The ads bring to life the spirit and camaraderie of sharing a beer.”
In conjunction with the ads, Anheuser-Busch is hosting a consumer contest called “Who Would You Have a Beer With?” at www.herestobeer.com. Entrants can nominate anyone – famous or unknown – and provide 50 words or less to make their case. Five finalists will receive a video camera to record their stories, which will be posted on the Web site and judged by consumers. The creator of the winning video will receive a trip for four to the ultimate destination for beer lovers, Oktoberfest in Munich, Germany. Consumers can enter the “Who Would You Have a Beer With?” contest from April 3 through May 31. Finalists will be chosen in August and their videos will be posted at www.herestobeer.com. One grand prize winner will be selected in September.
In February, Anheuser-Busch and the brewing industry introduced the “Here’s to Beer” campaign with its first ad broadcast during the Super Bowl telecast. The grassroots campaign to elevate the image of beer focuses on three key areas:
Reminding consumers of the social value of beer – it brings people together in an unpretentious way.
Romancing the product and the art of brewing – reinforcing beer’s refreshment, all natural ingredients and the beauty of its liquid.
Encouraging consumers to view beer differently – giving them new ways to enjoy beer including ideas and recipes for pairing with food.
Since February, the “Here’s to Beer” consumer Web site, www.herestobeer.com, has recorded more than 170,000 hits. It features information on beer’s history, different styles of beer, food pairings and the latest information on the “Here’s to Beer” campaign.
March 30, 2006
Spike Lee-Directed Ads and Consumer Sweepstakes Mark Second Phase of Beer Industry Development Campaign
ST. LOUIS (March 30, 2006) – If you could have a beer with anyone, who would it be? Renowned filmmaker Spike Lee has teamed up with the beer iindustry to ask adult beer drinkers this provocative question.
In phase two of the industry development campaign led by Anheuser-Busch, the leading U.S. brewer will debut a series of television ads directed by Lee, featuring vignettes of celebrities discussing who they would have a beer with if they had the chance. The ads were created by DDB Chicago and produced by Lee’s production company, 40 Acres & A Mule Filmworks.
The first ad in the series, which debuts this weekend, features Spike Lee raising a glass to famed Brooklyn Dodger Jackie Robinson. Shot on location at the site of Brooklyn’s historic Ebbets Field, the ad highlights Robinson’s drafting by the Brooklyn Dodgers in 1947, making him the first African-American in the modern era to play baseball in the major leagues, forever changing the American landscape.
The second ad in the series features Emmy® Award winning actor and “The Sopranos” cast member Michael Imperioli toasting film legend Humphrey Bogart. Imperioli chooses Bogey based on his magnetism and ability to captivate film lovers of all backgrounds. Anheuser-Busch plans to unveil additional ads throughout spring 2006.
“Beer is about sharing moments and creating memories with good friends and family,” said Robert C. Lachky, executive vice president, global industry development, Anheuser-Busch, Inc. “Through his one-of-a-kind directing, Spike has been able to capture beer’s place in our culture and its ability to bring people from all walks of life together in an unpretentious way. The ads bring to life the spirit and camaraderie of sharing a beer.”
In conjunction with the ads, Anheuser-Busch is hosting a consumer contest called “Who Would You Have a Beer With?” at www.herestobeer.com. Entrants can nominate anyone – famous or unknown – and provide 50 words or less to make their case. Five finalists will receive a video camera to record their stories, which will be posted on the Web site and judged by consumers. The creator of the winning video will receive a trip for four to the ultimate destination for beer lovers, Oktoberfest in Munich, Germany. Consumers can enter the “Who Would You Have a Beer With?” contest from April 3 through May 31. Finalists will be chosen in August and their videos will be posted at www.herestobeer.com. One grand prize winner will be selected in September.
In February, Anheuser-Busch and the brewing industry introduced the “Here’s to Beer” campaign with its first ad broadcast during the Super Bowl telecast. The grassroots campaign to elevate the image of beer focuses on three key areas:
Reminding consumers of the social value of beer – it brings people together in an unpretentious way.
Romancing the product and the art of brewing – reinforcing beer’s refreshment, all natural ingredients and the beauty of its liquid.
Encouraging consumers to view beer differently – giving them new ways to enjoy beer including ideas and recipes for pairing with food.
Since February, the “Here’s to Beer” consumer Web site, www.herestobeer.com, has recorded more than 170,000 hits. It features information on beer’s history, different styles of beer, food pairings and the latest information on the “Here’s to Beer” campaign.