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A FLY ON THE WALL: Developing Budweiser’s Puppy Love

Welcome back to A Fly On The Wall, a feature that listens in on conversations that may or may not have ever actually occurred. This time, we’ll use our fly power to listen in on a development meeting at Budweiser so we can better understand how they came up with their hit Super Bowl commercial, “Puppy Love “.

EXECUTIVE
It’s time to develop our Super Bowl 2014 ad!

CREATIVE
Super Bowl XLVIII.

EXECUTIVE
What?

CREATIVE
Never mind. So what are you thinking about for this year?

EXECUTIVE
Winning. I want to win the Super Bowl commercials.

CREATIVE
I gotcha – you want to have the ad that the viewers like the best.

EXECUTIVE
Exactly. How do we do that?

CREATIVE
That’s easy: puppies.

EXECUTIVE
Puppies?

CREATIVE
Exactly. See, not everybody necessarily watches the Super Bowl; in fact, more people watch the half time show than the actual game.

EXECUTIVE
So we want to air the ad during half time?

CREATIVE
Not necessarily. The point is, what are people watching if they’re not watching the game?

EXECUTIVE
I dunno.

CREATIVE
The Puppy Bowl.

EXECUTIVE
Oh right! So we just get a bunch of puppies, women in bikinis, snow –

CREATIVE
Yes, no, and that’s Coors Light, not us.

EXECUTIVE
OK, so what then?

CREATIVE

We need to merge our brand image of Clydesdales with puppies.

EXECUTIVE
OO! Puppies riding Clydesdales!

CREATIVE

No… although I like the cut of your jib. I’ve got a better idea.

MANY WEEKS LATER:

CREATIVE

So, what do you think?

EXECUTIVE
There’s no beer in the commercial.

CREATIVE

I know, it’s genius.

EXECUTIVE
How in the hell is this supposed to help us sell more beer? There’s no one drinking beer, no one holding beer – there’s not even a can of beer in this commercial!

CREATIVE

It’s branding!

EXECUTIVE

For what, puppies?

CREATIVE
Look what we’ve done here! We’ve got people to associate our product with horses and puppies!

EXECUTIVE

…I love horses and puppies.

CREATIVE
EVERYONE LOVES HORSES AND PUPPIES!

EXECUTIVE

I’ll arrange to double your bonus.

CREATIVE

You’re damn right you will.

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About Jamie Insalaco

Jamie Insalaco is the author of CreativeJamie.com, BomberBanter.com and editor in chief of ComicBookClog.com

Posted on February 4, 2014, in a fly on the wall, Beer, Booze and Wine and tagged , , , , , , , , . Bookmark the permalink. Leave a comment.

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