NEWS: BMP changes tack for debut Budweiser film

By KAREN YATES, campaignlive.co.uk, Friday, 01 December 1995 12:00AM

BMP DDB Needham unveiled its first Budweiser work this week following Anheuser-Busch’s international realignment of its business into the DDB Needham network in March (Campaign, 3 March).

BMP DDB Needham unveiled its first Budweiser work this week following

Anheuser-Busch’s international realignment of its business into the DDB

Needham network in March (Campaign, 3 March).



‘Pale rider’, a 60-second commercial, is to break on national TV on 2

December in a pounds 3 million push to boost the brand and bolster its

new position as the UK’s best-selling premium packaged lager.



The film opens with a battered truck drawing up in a neon-lit American

city. The driver, parched and dust-covered after a long stint at the

wheel, gets out in search of a beer. But the bars are unwelcoming

because of his dirty and work-worn clothes, so he drives off out of

town. After a while the truck stops at another bar, frequented by native

Americans, and the driver walks in.



At first, his white, dust-caked face causes a stir, because it resembles

a tribal mask hanging on the door post. But after the driver washes his

face, all is revealed. He is a young Navajo Indian. The drinkers around

him laugh and relax. The film ends with the familiar slogan: ‘The

genuine article’.



Written by Simon Learman and art directed by Brian Fraser, the

commercial was shot entirely on location in the US. It was directed by

Chris Palmer through Gorgeous Films.



Mark Rapley, BMP’s board account director on Anheuser-Busch, explained

that the commercial continued D’Arcy Masius Benton and Bowles’s ‘the

genuine article’ theme, although it added a narrative structure.



‘The previous campaign featured aspects of American popular culture,

such as a blues guitarist or jazz tap dancers. We’ve moved away from

just the entertainment world and taken the theme of American life,’ he

said.



Budweiser is currently Britain’s biggest-selling premium packaged lager,

and accounts for 24 per cent of the ‘on trade’ (consumed on the

premises) market.



This article was first published on campaignlive.co.uk

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