A-B’s Growing Agency Roster Produces Fresh Spots

TV spots for Bud Light from a DDB shop and a Hispanic agency were among the best-received ads at Anheuser-Busch’s wholesalers convention last week, according to those in attendance.

Distributors and A-B executives screened about 40 spots, some of which had already aired, at the San Francisco meeting, said Bob Lachky, the St. Louis brewer’s vice president of brand management.

Among the spots was the first work for Bud Light from Dieste & Partners, Dallas, and Palmer Jarvis-DDB Downtown in Toronto, an Omnicom Group shop created last year to handle the Budweiser and Bud Light accounts for Labatt Breweries in Canada. DDB Chicago is lead agency for Bud Light.

A spot from Dieste received one of the loudest reactions at the convention, an attendee said. The spot will run in mainstream media.

“It was so cleverly done with no language that it appeals to the mainstream audience,” Lachky said.

In the spot, a man licking beer he spilled on a magazine centerfold is caught by his wife and mother in-law. “Their reaction is hilarious,” Lachky said.

Palmer Jarvis-DDB Downtown bowed two Bud Light spots that continue the male vein of humor regularly mined by DDB Chicago.

Palmer Jarvis is also coming out with new work for Doc Otis, A-B’s hard lemon malt beverage brand, which is a departure from traditional spots, Lachky said. “It’s a more chic, sophisticated spot that has a club feel,” he said.

While most of the work shown was for Budweiser and Bud Light, ads for Michelob Light from the Leap Partnership were also shown. Spending on Michelob will reach $50 million this year, Lachky said, up from the $35 million recorded by Competitive Media Reporting last year.

A spot originally intended to run during the Super Bowl will air during the Oscars on March, 25.

A-B’s other agencies include Fusion Idea Lab and Goodby Silverstein & Partners.