BMP DDB Needham has launched its first work for Michelob since winning
the Anheuser-Busch account from D’Arcy Masius Benton and Bowles in an
international realignment last March.
The pounds 2.5 million campaign starts in cinemas and on posters this
week, then transfers to TV. The commercial and posters illustrate the
campaign’s quasi-philosophical theme of ‘The gospel according to St
Louis’, which reflects the moral tone of the US bible-belt town of St
Louis, the home of Michelob beer.
The commercial is set in a ‘perfect’ world, and follows the journey of
two Michelob delivery men, Ray and Pete, who travel through town
bestowing Michelob and happiness on everyone they meet, illustrating the
endline: ‘The secret of happiness is to give Michelob to others.’
Jason Gormley, who created the ad with his partner, Ewan Paterson, said:
‘We wanted to make people feel good about Michelob, and to show that it
is almost a religion in its home town. The campaign has a wholesome
tone, but we hope the irony will show through as well.’
Michelob is positioned as a premium beer, and the campaign targets
‘thinking drinkers’, predominantly men aged over 22, in a tongue-in-
cheek way. The ad was directed by Trevor Melvin through Blink
Productions, using a slow pace and presenting idealised images of a
perfect world. It is backed by the 60s Jackie Deshannon track, Put a
Little Love in Your Heart.
Peter Jackson, the Michelob marketing director, said: ‘The strapline
lets a strong and thought-provoking promotional campaign develop.’