Classical studies

It's been a whole year or two since advertisers started looking past the giant shadow of selfimportant baby boomers to speak to a new, under-30 crowd of consumers.

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The idea is to have a coupla twentysomethings hanging around, talking about classics–TV, football, and cars. (And while we're at it, of course, there's nothing like the "crisp, clean classic taste of Budweiser.")

Of com'se, we all remember the opposition to the introduction of Coca-Cola Classic. People were angered by the idea that if they didn't embrace the New (Coke) they'd be officially geezer-fled, embalmed by a product that sounded like a golf tournament.

But the difference here is that by dint of not being Lite or Dry regular old Budweiser Beer is positioned as a contradiction in terms, a young man's classic.

On the surface, these "contemporary attitude" spots are quite seductive.



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