CHICAGO Anheuser-Busch's push to stay contemporary and tweak campaigns before they turn stale is evident in the client's latest Budweiser TV spot, which features a topless older woman on a beach.
The spot, called "Beaches," which broke last week, shows two American guys sitting on a beach as two attractive women come out of the surf. One guy comments on how women in Spain bathe topless.
The scene quickly shifts to a beach in Spain, where a larger older woman with her back to the camera removes her top in front of two Spanish men, who make pained facial expressions. One of them explains, in subtitled in Spanish, that in America women keep their tops on.
The spot, created by Omnicom Group's DDB in Chicago, represents an effort to evolve the "guy humor" of Budweiser's "True" campaign, a representative of the St. Louis brewery said. "It's a lighthearted look at real life situations," the rep said. The client has not received any complaints about the spot.
DDB executives could not be reached for comment.
The spot has a limited run on NBC, cable channel E! and on late night television shows, the rep said.
A-B spent $130 million on ads for Bud last year and $56 million through the first half of 2003, per TNS Media Intelligence/CMR.