There was some discussion last night on Facebook about the Budweiser 9/11 advertisement that aired a couple of times during yesterday’s football games. I think it is pretty clear that we are no fan of big beer around these parts. I’d rather drink water than some of the swill that many of the big beer companies put out. They are often the brunt of criticism for their insipid advertising, and the way in which they have, through less than scrupulous means, made light american lager the beverage that comes to mind when 95% of Americans think of beer. That said, when they do something right, I think we ought to take notice and give credit where it is due.
Yesterday 9/11/11 was perhaps one of the hardest days in our nation’s history to be in advertising, a comedian, or a comic writer. This 10th anniversary of the most brutal attack on American soil made everyone reflect and remember. They weren’t happy memories. The day the towers fell is indelibly etched into the gray matter of the nation and all of us will forever remember where we were, and what we were doing at the moment of the attack. It was a difficult thing to do from an advertising perspective to pay homage to our fallen in a way that didn’t seem like pandering or somehow using this black time in our nation’s history for a good bit of product placement.
Many chose to ignore it completely, like the dumbass that leaves his incredibly beautiful girl friend at home to take the “Bar Exam”, give me a break! Others like the comics in the Sunday paper just chose to be sappy and completely un”funny.” But Budweiser took this as an opportunity and a challenge to pay respect in an appropriate and atypical way. They acknowledged the events of that day and managed to give us a minute of respect and peace, and produced an ad that neither offended nor angered.
There was little use of their logo, and only a hint of advertising milieu.
I enjoyed the ad, and if you didn’t see it, here it is for you to view and make your own opinion. Let me know what you think.