CHICAGO – A beer for the 21st Century. That’s the impression Anheuser-Busch is giving in its first mainline execution of its new Bud Ice Draft brand, launched last week in western markets.
DDB Needham Chicago’s first of three 30-second spots broke late last week, featuring actor Bruce Payne describing Ice Draft’s brewing method, as people walk through futuristic ‘bubbles.’ The special-effects laden execution at one point shows the brand exploding, with ice, through a TV screen. The campaign uses the tagline, ‘Taste the future of draft beer.’ Despite the ad support, the brand won’t go national until later this year.
Meanwhile, Miller Brewing Co. tonight breaks a new execution in its ongoing Miller Lite campaign. Continuing the theme of combining two wacky events, the latest spot from Leo Burnett Co. combines hockey with a beauty pageant to create the ‘Miss Perfect Face-Off.’
Copyright Adweek L.P. (1993)
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