Puppy Love
Budweiser2014
Puppy Love is a 2014 60-second television commercial for Budweiser, created by Anomaly, New York.
The line
#BestBuds
Why it works
A Labrador puppy has fallen for a Clydesdale, and even after it is adopted it keeps coming back home to the horse. There is no dialogue, only Passenger's "Let Her Go." Anomaly, which had made 2013's Ad Meter winner "Brotherhood," brought back the same lead actor, Don Jeanes, and director Jake Scott shot it with eight puppies and 17 Clydesdales. What makes it a case study is the release: Budweiser put it on YouTube on January 29, four days before Super Bowl XLVIII, and Ad Age crowned it the pre-game champion after it passed 23 million views in about three days; Unruly counted 1.14 million shares before kickoff. Aired with about two minutes left in the game on February 2, 2014, it still won USA Today's Ad Meter, Anheuser-Busch's 12th win in 14 years, finished as Unruly's most shared ad of that Super Bowl, and was nominated for the Emmy for Outstanding Commercial.
Techniques
- Storytelling A wordless story follows a puppy that, even after being adopted, keeps coming back to the Clydesdale it loves.
- Pathos Puppies, horses and a single song with no dialogue are there to stir affection, which the brand then attaches to itself.
Sources · 4
Updated
