The right message with the right tone at the right time

budCheck out Adweek’s fascinating “behind-the-scenes” look at the planning and execution of Budweiser’s upcoming Super Bowl ad (http://www.adweek.com/brand-marketing/how-budweiser-created-an-epic-immigrant-story-to-reclaim-the-super-bowl-spotlight/ ).

Now, I’m not a big fan of Super Bowl advertising because I think there are better, more laser-focused and cost effective ways to reach target audiences. And, according to the Adweek feature, Bud is counting on the campaign to help turn around the brand’s sagging market share.

I’m not qualified to comment on whether the ad will, or won’t, bend more elbows in Bud’s direction but, in light of this past weekend’s protests at airports nationwide, the spot’s timing couldn’t be better.

Bud’s Super Bowl campaign follows the trials and tribulations of Adolphus Busch as he leaves his native European roots to travel all the way to St. Louis in 1857. It’s a period piece with period costumes and trappings, but a message that packs what appears to be an unintended political wallop in post-Trump America of early 2017.

Immigrants such as Busch are the men and women who made America great. Assuming the current madness that includes building walls, picking fights with long-time allies, cozying up to arch enemies and profiling, detaining and returning of Muslims can be stopped and turned around, immigration will once again make America great.

Little did Adolphus Busch know that his 170-year-old story would be more relevant today that it was in 1753.

I’m not a fan of beer in general or Budweiser in particular, but I’m a big believer in inclusiveness and diversity. It’s the special DNA that’s made us the greatest democracy in the history of the world. So, while I honestly don’t care if the ad does, or doesn’t  help Bud, I salute them for sending the right message with the right tone at the right time.

One thought on “The right message with the right tone at the right time

  1. Hi Steve. I don’t know how, but I came across your June 2010 blog about St. Francis closing. Therein you mention my party as your 6th favorite memory from those days. I am so delighted to be on your list of favorites!. But I regret to inform you that I never had a party. It wasn’t me. So, I guess you will erase me from your llist. Although I won’t mind if you leave it as is. It would be the most scandalous mention of me. By the way, my favorite nun was Rose Austin. She was very kind.

Leave a Reply

Your email address will not be published.