Bud’s ‘Men of Genius’ Make TV Debut in U.S.

CHICAGO The first TV executions in Bud Light’s “Real men of genius” campaign, which until now has aired exclusively on radio only in the U.S., debuted during this week’s Monday Night Football telecast.

The spots from Omnicom Group’s DDB in Chicago use the same anthemic songs about men in unusual jobs, or with unusual characteristics, that have been a staple in radio spots from DDB since the campaign began in 1999.

One spot, for example, celebrates “Mr. Really-Bad-Toupee-Wearer,” showing men with unfortunate hairpieces against background music from an equally cheesy singer, who is shown in the studio.

The campaign’s original tag was, “Real American heroes,” but was changed in late 2001 after the Sept. 11 terrorist attacks. The radio campaign has garnered numerous awards.

DDB produced TV for the campaign two years ago to back Budweiser in the United Kingdom said Bob Lachky, the client’s vice president of brand management.

Lachky said new spots in the campaign are in production. The work will be in heavy rotation through the World Series and football season, using an estimated quarter of A-B’s TV buy in the next couple of months, he said. A spot is also possible for the Super Bowl.