’Following on from the Budweiser frogs and chameleons TV campaign,
the ’Top Secret’ notebook develops the plot. It is published as a
mounted supplement and contains Louie the Lizard’s secret plans to kill
off the Budweiser frogs so he can step into their shoes as the ad’s new
’The off-beat humour - including sketches of exploding decoy girl frogs
and radio-controlled crocodiles - matches Maxim’s irreverent tone, and
Budweiser’s target audience of young males will relate to it. Check out
the disclaimer on the back: ’Budweiser do not condone cruelty to animals
or amphibians. Budweiser do make great beer.’’
It’s different, slightly bizarre, well targeted and entertaining.
Medium: Men’s magazines
Media Agency: GCI Group
Media Planner/ Buyer: Mark Landsberg
Creative: BMP DDB
Brief: Use magazines to highlight finale to the TV brand campaign.