August Busch III urges parents to curb underage drinking in a new responsible drinking spot from Anheuser-Busch and its in-house ad team Bud Sports Productions. “We’re parents too, and we don’t want teens to drink,” he says while standing in a stable where Clydesdales are being groomed. The 60-second commercial—intended to commemorate the 20th anniversary of A-B’s first “Know when to say when” TV work— breaks Wednesday during Law and Order. The concept originated with A-B’s Alcohol Education team and from there all work was done in-house, says Francine Katz, vp of communications and consumer affairs at the St. Louis brewery. A-B hasn’t decided whether the spot will run during the Super Bowl, when it annually airs a responsible drinking message late in the game. DDB in Chicago has handled that work and has spots in consideration for the game.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity