A-B Sellers Preview New Ad Pool

The Budweiser Clydesdale horses will make a return to TV for Anheuser-Busch, offering a moment of poignancy among a pool of at least two dozen mostly humorous spots for Budweiser and Bud Light from DDB Needham, sources said.
The ads were previewed at the Anheuser-Busch wholesalers meeting last week in San Francisco.
Also shown at the meeting were new Budweiser spots featuring lizards Louie and Frank from Goodby, Silverstein & Partners, San Francisco. These so-called “critter” spots are expected to get vastly reduced airplay in 1998. A-B has been criticized for its use of the critters, which some feel appeal too strongly to youngsters.
DDB’s Clydesdale spot shows a young horse romping about, with a voiceover letting viewers know the colt dreams of the day when he can be tied into the famous Budweiser hitch. As the frisky colt mimics his elders, the hitch pulls out of the barn, and the lead Clydesdale turns back and winks at the young hopeful.
In 1995, DDB here had aired a spot in which a herd of Clydesdales played a game of football.
Several of DDB’s new spots are set to air shortly, likely during the National Collegiate Athletic Association tournament. A representative for A-B said final approval has not been granted for many of the spots and that the client would not be discussing the new work. Agency officials declined comment.
While the wholesalers liked most spots, some observers saw a lack of distinction in the ads for the two brands. “Substitute Bud or Bud Light and you couldn’t tell the difference,” one source said. The tags on both brands, “This Bud’s for you” and “Make it a Bud Light,” have been retained.