Nelly Talks to Parents in A-B Spot

NEW YORK Anheuser-Busch will break a television spot this week starring rap artist Nelly that emphasizes the vital role parents play in helping teens make smart, responsible choices about not drinking.

The 30-second spot, “Who Am I?” via DDB, Chicago, will debut May 18 during NBC’s Law and Order. The Nelly commercial is Anheuser-Busch’s third “responsibility” ad this year, following an underage-drinking prevention commercial with company chairman August A. Busch III and a designated driver spot with Cedric “The Entertainer” that aired during the Super Bowl in February.

In the spot, Nelly says that some parents watching may not recognize him as a hip-hop star. So he helps them eliminate his possible profession by humorously pretending to be a chef, a boxer and a golfer. After failing in those roles, he offers that contemporary adult fans know him as one of America’s hottest music stars. But when it comes to teens, he reminds parents, “Your kids are your biggest fans, so talk with them about underage drinking.”

According to A-B, in a 2004 “Roper Youth Report” survey of teens ages 13-17, 75 percent reported their parents are the primary influence in their decisions about whether or not they drink alcohol.

“We’re very excited to work with a music star like Nelly to help focus attention on the power parents have in preventing teens from drinking,” John Kaestner, vp of consumer affairs for Anheuser-Busch Cos., said in a statement. “Responsibility matters, and we want to encourage parents to remind their teens that underage drinking is not only wrong, it’s against the law.”

Brandweek Staff Report