Bud Light Spot Uses Biting Humor

Feb 02, 2004

By George Anderson

A Bud Light commercial was chosen as the winner of USA Today’s 16th annual Ad Meter ranking of spots run during the Super Bowl broadcast.

The winning spot featured two men and their dogs.

The first man, described as “painfully preppie” by USA Today, showed off how smart his purebred border collier dog was by fetching a brew from a cooler.

When asked what his dog could do, the second man gave a single command, “Bud Light.” The small dog leapt and bit the first man’s crotch forcing him to give up the beer. (To see
the winning spot, follow the View the Winning Ad link here).

The Bud Light’s spot top rating made it the sixth consecutive year a beer commercial was rated number one by USA Today’s Ad Meter.

Nine of the top 10 spots in the ranking went to beverage and snack company spots. Anheuser-Busch had six of the ten; Pepsi, Frito-Lay and 7-Up had one apiece. The number 10 position
went to Nextel’s Dale Earnhardt commercial.

Moderator’s Comment: What are your thoughts on the effectiveness of this year’s Super Bowl ads taken as a group? Which
individual spots caught your attention for good or bad?

This seems to be a general consensus that year’s crop of commercials failed to match the creativity of past Super Bowl ads.

The USA Today piece erroneously refers to the second dog in the Bud Light spot as a mutt. In fact, the dog is a purebred Border Terrier, the same
feisty, little breed that starred as Ben Stiller’s canine nemesis in the movie “Something About Mary”. (Full disclosure: the four-legged member of the Anderson Clan is a Border
Anderson – Moderator

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