At the time, Anheuser-Busch denied the cost savings were part of a defense against hostile takeover from then-competitor InBev. While never officially canceled, funding for the ads was cut in June 2008. Stacker and Bickler performed regional versions of the spots to support Budweiser's comedy tour at radio stations and concert-sponsored venues such as Lollapalooza. This tour featured the announcer (Stacker) and singer (Bickler) performing several of their famous commercials live at the beginning of the show. In late 2006, Anheuser-Busch sponsored a comedy tour titled "Real Men of Comedy" starring John Heffron, Joe Rogan, and Charlie Murphy. Each volume contained 20 spots and have since gone out of print. In 2005, a limited edition compilation combined all prior volumes into one release, Bud Light Salutes Real Men of Genius Volumes 1, 2 and 3. Two additional volumes were released soon after.
In 2003, Anheuser-Busch released a collection of 20 ads on CD, titled Bud Light Salutes Real Men of Genius, Vol 1, to be sold in the company's online store.
REAL MEN OF GENIUS SERIES
The popularity of the series led to many of the commercials being traded on peer-to-peer file sharing networks and bootleg recordings of the ads being sold on eBay. The ads not only received tremendous consumer response, but also won more than 100 awards, including the prestigious Grand Prix for Radio (twice, in 20) as well as Gold and Bronze Lions at the Cannes International Advertising Festival and, in 2003, a Grand Clio, making it the most awarded campaign in history. Consumer testing, however, proved them to be very popular. The campaign relaunched in 2002 with the title and lyrics changed from Real American Heroes to Real Men of Genius.Īnheuser-Busch were initially reluctant to air the ads because of their irreverent style. These ads were pulled from circulation after the 9/11 attacks as mocking American heroism then seemed questionable. In mid-2001, Anheuser-Busch ordered another 17 Real American Hero ads be made. In addition to providing humor, the music is an effective jingle.
Sometimes these vocals are augmented by a female gospel-style chorus. Humor in part is derived from juxtaposing over-the-top vocals sung by Dave Bickler. The announcer (Pete Stacker) reads the mock tribute straight.
The advertisement is set to 1980s style anthemic music. The language is very observational in style, in part parodying Budweiser's earlier This Bud's for You campaign. Įach sixty-second ad gives mock glorification in the form of a tribute to men in overlooked professions or with humorous or eccentric traits or habits. Together, they made an appearance on the television show WGN Morning News and did a Real Men of Genius about the cameraman, which was a parody saying he falls asleep behind the video camera while recording the show. The humorous, yet seriously spoken, commentary was done by voice actor Peter Stacker. The singing was done by Dave Bickler, the lead singer of the band Survivor, known for such songs as " Eye of the Tiger" from the 1980s. Īnheuser-Busch is reported to have spent $38 million per year broadcasting just the radio version.
REAL MEN OF GENIUS TV
In fall 2003, thirty-second versions of three UK TV spots were edited and seven new ads were produced for US television. The six UK TV spots maintained the same one-minute format and ran for about 18 months. In 2001, the radio version was adapted for television in the UK, advertising Budweiser beer instead of Bud Light (Bud Light was not officially distributed in the UK at the time). The campaign began in 1998 under the title Real American Heroes with 12 radio spots. The campaign was originally conceived by copywriter Bob Winter and art director Mark Gross – and co-created with copywriter Bill Cimino – at DDB Chicago. Real Men of Genius is a series of advertisements, primarily 60-second American radio spots, for Bud Light beer. In my future career as a copywriter, I intend to find this unique voice for every brand I represent.Coppos Films, Propaganda Films, Biscuit Filmworks, Partizan Every brand is a body and every body a different voice. My greatest skill as a writer is my ability to see the world through many different sets of eyes. a copywriter who changes color and shape to match my environment. I need someone who can stand on death's door step and knock, without thinking twice about a thing other than the greater good of their country. I've designed a semi-truck tire that exhibits such groundbreaking levels of traction in wet weather, road warriors could hit a veritable tsunami and take comfort in knowing they are driving with a champion. The corn I grow is so lovingly tended to all summer long that by the time it reaches your mouth, it's so sweet and tender, the first crunch of a kernel will send you right back to summers spent at your grandfather's farm.
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