Real men of genius generator11/3/2022 ![]() ![]() ![]() ![]() People today spend so much time on the internet and in many ways embody some of the people we’re honoring and we think that’s why this campaign will resonate,” said Mason. We also have some scripts that really lean into specific communities like ‘Person Who Sorts By New,’ which is tailored specifically for Reddit users. For example, we saw a lot of conversation around middle school emails and video streaming login sharers, so that helped validate some of our creative. “Many of these heroes were born out of social listening. In finding new ‘heroes’ to honor the brand took to social media for the new generation that could be recognized and talked about. But he stated that reviving the campaign was meant to elicit some nostalgia, bringing back not only those who were familiar with it, but also something that would resonate with the new generation that may have missed it. He noted that Bud Light is a brand that likes to have fun and be humorous, which he says the new take on the iconic campaign does. We like to think that these heroes are relatable and many of us know one or all of them in some way and that’s what makes these spots great.” In the same way we highlighted everyday heroes years ago, we’re doing the same thing now, just optimized for the digital age. “While this might be inspired by an iconic, older Bud Light campaign, it is very much optimized for today’s consumer. Over the years, we’ve received tons of requests from fans to bring back the spots for years and we want to continue to engage with consumers in interesting ways from a digital standpoint and that’s exactly what this is,” he said. “We are always looking to engage and have fun with consumers online in unique ways and sometimes that might mean tapping into the archives. The Drum talked with Conor Mason, Bud Light’s digital director, about the revival of the campaign. But for those who remember the original, it will bring a bit of nostalgia to the forefront. It also resurrected "Whassup" for Budweiser in ads featuring Dwyane Wade and Gabrielle Union checking in with their friends over video chat.The current campaign follows the same format, but instead of DDB, the agency is Red, part of Endeavor Global Marketing, and instead of Stacker and Bickler it’s singer Brandon Beilis and voice-over artist Dave Steele. #Real men of genius generator seriesLast June, the brand unveiled "Internet Heroes of Genius," a series of minute-long spots lampooning various computer-driven types such as "Corporate Social Media Manager" and "Person Who Accidentally Went Viral."Ī-B InBev has been on a nostalgia kick generally during Covid. This is the second return for the campaign in the space of a year. The ads were created by AB's in-house agency, Draftline, alongside 160over90. "In this unprecedented time of social distancing, Bud Light wants to celebrate those making staying at home more fun for us all," Bud Light digital marketing director Conor Mason said in a statement. The new spots expand the definition of heroes and geniuses to include anyone and everyone-male and female-who's finding creative stuff to do at home during the pandemic.įour spots posted to social media on Wednesday salute the "Indoor Sports Maker-Upper," the "Creative Recipe Sharer," the "Balcony Sing-Along Starter" and the "Air High-Five Inventor." Originally titled "Real American Heroes," they were faux-tributes to dumb and esoteric male obsessions and pecadilloes, celebrating everyone from "Mr. The original campaign from DDB Chicago, which began in 1998 and earned universal plaudits and plenty of awards (including three straight Grand Clios in Radio from 2002 to 2004), focused on men only. Nostalgia is a powerful force during our anxious present day, and A-B InBev is leaning into the comforts of the past once again during Covid-19-with a Bud Light campaign called "Stay at Home Humans of Genius" done in the style of the brand's famous "Real Men of Genius" ads two decades ago. ![]()
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