Budweiser launches a new burst of advertising this week in which
Louie the lizard finally wreaks revenge on the three frogs he has been
demonising from across the pond all year.
In this climactic execution the three frogs, which habitually croak
’Bud’ ’wei’ ’ser’ in turn, are dramatically electrocuted when a neon
Budweiser sign drops into the lake where the frogs hang out on their
Louie has negotiated a deal with a ferret friend who, once Louie gives
the nod, pushes the sign into the water in order to ’take out’ the
’Eventually every frog has to croak,’ Louie says to his lizard friend,
Frankie, who castigates him by saying: ’That’s not funny.’ Louie
retorts: ’I laugh when I’m sad.’
Lucy Gray, the marketing manager for Budweiser at Anheuser-Busch
European Trade, said: ’The frogs and lizards campaign has achieved
incredible cult status and has pushed recall of the brands among our
target consumers to new levels. The climax will be a memorable event and
we expect this to help extend our market share at Christmas.’
BMP OMD, which handles the media planning and buying for Budweiser, has
bought up alternate slots in a number of advertising breaks, starting
with Denis Norden’s Laughter File.
As well as the grand finale, viewers will see a series of commercials
building up to the frogs’ demise.
In one, Louie shouts across the pond to the croaking frogs: ’Enjoy it
while you can hotshots - your days are numbered’ before threatening them
with his snake and ferret friends.
The ads were written and art directed by Steve Dildarian and Todd Grant
at Goodby Silverstein, and directed by Tom Routsen through Tool of North
America. They were adapted for the UK by Paul Burke at BMP DDB.