Budweiser, the official beer sponsor for the 1998 World Cup, begins
its advertising build-up to the tournament next week with a campaign by
BMP DDB which carries the line: ’One world, one game, one beer.’
The campaign comprises a series of spots, filmed around the world,
showing people of different sexes, ages and nationalities talking about
the same spectacular goal. The only things the characters have in common
are the World Cup and their enjoyment of a cold Budweiser.
The characters include people who would not normally be expected to talk
so knowledgeably about football. These include two Jewish grandmothers
in New York discussing the merits of the four-four-two formation and an
elderly waitress in deep conversation with two besuited customers.
Peter Jackson, the vice-president of sales and marketing at
Anheuser-Busch, said: ’We wanted a campaign which shows that, through
football and Budweiser, nations are brought together. In bars all around
the world, people are drawn together by a mutual intensity.’
The campaign was created by Nick Gill and Ewan Paterson and directed by
Trevor Melvin through Blink. Media buying is by BMP Optimum.
Phoebe Wood, the account director at BMP, said: ’The films reflect the
feeling that the world is in this together.’