A-B Touts Safe Drinking

Headshot of Adweek Staff

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.