In celebration of Beer Responsible Day on September 19th, Anheuser-Busch the parent brand of Budweiser brings back their puppy mascot in an all-new video titled ‘Friends are Waiting’. The video echoes the same sentiments of Budweiser’s Super Bowl ad “Puppy Love,” which was the most-watched Super Bowl ad of last year. The one-minute video has taken the Internet by storm, with almost 10 million views since being uploaded merely 5 days ago. The ad encourages individuals to drink responsibly and not drive while under the influence.
“Friends are Waiting,” highlights the relationship shared between a young man, Luke, with his companion, a yellow lab referred to as “Buddy”, through a montage of the dog growing from a puppy to an adult. The ad focuses on the deep bond Luke and Buddy have, showcasing the fun times they share, and emphasizes their friendship. One night, Luke leaves with five of his own friends carrying a six-pack of Budweiser. Things take a twist when Buddy’s owner fails to return home after a night of drinking with his friends. Buddy waits anxiously throughout the night for his master’s return. We see him patiently waiting by the door, at the window and on the sofa, accompanied by the text:
“For some the wait never ended. But we can change that.”
Luke returns the following morning to a very excited Buddy jumping up ecstatically on his safe return home. Luke explains his choice to spend the night at a friend’s house after a long night of drinking, followed by the message,
“Make a plan to make it home. Your friends are counting on you.”
Budweiser appeals to the emotions of the bro code – don’t leave a bro hanging. It’s a sweet reminder to every individual going out at night and indulging in drinking, there is someone anxiously waiting on their safe arrival home. The ad is sure to have all dog-lovers teary-eyed, with this relatively novel approach to the overly familiar safe-drinking PSA. By taking a different angle on the subject, and providing an emotional approach to people’s natural love for their pets, it will be a memorable way to remind individuals to make safer choices when drinking.
“Friendship, camaraderie and enjoying great times are the heart of Budweiser’s most popular campaigns, and this video maintains that tradition but with an unexpected twist.” explained Brian Perkins, VP-Budweiser. “Budweiser is known for connecting with beer drinkers in memorable ways, and our efforts to promote responsible drinking through this video are no exception.”
Budweiser worked with ad agency Momentum Worldwide as creative consultants for the commercial, using the hashtag #FriendsAreWaiting, in an effort to spread the word. The message has touched beer and dog lovers in all the right ways, with Twitter fans spreading the message.
— ACowboysWife (@acowboyswife) September 22, 2014
one fan wrote, while another expressed his view,
That Budweiser commercial. With the dog. About not drinking and driving. Has gutted me for life. #holyeffectivemarketing
— Betsy McHugh (@betsymchugh) September 22, 2014
Anheuser-Busch really hits the spot with this strong and meaningful message on responsible driving. By using the dog to come home to, instead of the played out wife and kids scenario, the ad has a stronger appeal to younger and more adventurous drinkers in the target age group of 21-29. Budweiser has dedicated their campaigns to promote the word of conscientious drinking and driving. The video is captioned with a heartwarming message;
“Next time you go out, be sure to make a plan to get home safely. Your friends are counting on you. Enjoy Budweiser responsibly. #FriendsAreWaiting.”