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# Mr. Halftime Shooting Contest Contestant
# Mr. Halftime Shooting Contest Contestant
# Mr. Handlebar Mustache Wearer
# Mr. Handlebar Mustache Wearer
# Mr. Hawiian Pattern Shirt Designer
# Mr. Hawaiian Pattern Shirt Designer
# Mr. Holiday Gift Regifter Guy
# Mr. Holiday Gift Regifter Guy
# Mr. Hollywood Plastic Surgeon
# Mr. Hollywood Plastic Surgeon

Revision as of 22:24, 14 June 2011

Real Men Of Genius
AgencyDBB Worldwide
ClientAnheuser-Busch
LanguageEnglish
Running time60 seconds (US Radio and UK TV). 30 seconds (US TV)
Product
Release date(s)1998 (US Radio), 2001 (UK TV), 2003 (US TV)
Music byScandal Music Chicago[1]
Starring
Country United States, United Kingdom
Official websitehttp://www.budlight.com/

Real Men of Genius is a series of primarily one-minute-long American radio advertisements for Bud Light beer. The campaign was originally created by Bob Winter[3], a copywriter at DDB Chicago. The ad campaign, which began in 1998[4] under the title Real American Heroes consisted of 12 spots. To date over 200[5] installments have been made. In 2001 the radio version was adapted for television in the UK[6], advertising Budweiser beer instead of Bud Light (Bud Light is not officially distributed in the UK). The UK version maintained the same one minute format. In 2003, thirty second abbreviated versions were produced for US Television[7]. Anheuser-Busch is reported to have spent $38 million per year airing just the radio version[8].

Sequence

Each sixty-second ad gives mock glorification[9] in the form of a tribute to men in overlooked professions or with humourous or eccentric traits or habits[10]. The language is very Observational in style, in part parodying Budweiser's earlier This Bud's for you campaign[11].

The advertisement is set to 1980's style anthemic music. The announcer (Pete Stacker) reads the mock tribute straight[12]. Humour in part is derived from juxtaposing over-the-top vocals sung by Dave Bickler[13]. Sometimes these vocals are augmented by a female gospel-style chorus. In addition to providing humour the music is an effective jingle[14].

2001/2 redaction and renaming

In mid 2001 Anheuser-Busch ordered another 17[15] Real American Hero ads be made. These ads were pulled from circulation after the 9/11 attacks as mocking American heroism now seemed questionable[16]. The campaign relaunched in 2002 with the title and lyrics changed from Real American Heroes to Real Men Of Genius[17].

Release and reception

Anheuser-Busch were initially nervous of the irreverent style of the ads. Consumer testing however proved them to be very popular.[18] The ads not only received tremendous consumer response, but also won many awards including the prestigious Grand Prix for Radio at the Annual International Advertising Festival in Cannes.[19] The popularity of the series led to many of the commercials being traded on peer to peer file sharing networks[20]. Bootleg recordings of the ads were sold on eBay[21].

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 Two addional volumes were released soon after. 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.
Volume 1,[22] Volume 2,[23] & Volume 3 contained 20 radio spots. All versions have since gone out of print.

In late 2006, Anheuser-Busch sponsored a comedy tour titled "Real Men of Comedy" starring John Heffron, Joe Rogan, and Charlie Murphy. This tour featured the announcer (Stacker) and singer (Bickler) performing several of their famous commercials live at the beginning of the show. 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.[24]

As late as 2010 American Comedy Network was producing parodies of the commercials[25].

Demise

While never officially canceled, funding for the ads was cut in June 2008[26]. At the time, Anheuser-Busch denied the cost savings were part of a defense against hostile takeover from then competitor InBev[27]. In July 2008 InBev successfully purchased Anheuser Busch.


List of commercials

“We had 8 spots and now it’s 160.” Said Pete Stacker in a 2006 interview. “In fact, we’re going to go into the studio later this week and do more.”[24]

158 commercials (both audio and video) are available on the Internet. In alphabetical order (of those available online)[24]:

  1. Mr. 21 Piece BBQ Tool Set Inventor Guy
  2. Mr. 80 SPF Sunblock Wearer
  3. Mr. After Halloween Costume Shop Salesman
  4. Mr. Airline Meal Chef
  5. Mr. Airport Baggage Handler
  6. Mr. All You Can Eat Buffet Inventor
  7. Mr. Artificial Tree Maker
  8. Mr. Athletic Groin Protector Inventor
  9. Mr. Backyard Bug Zapper Inventor
  10. Mr. Baseball Designated Hitter
  11. Mr. Baseball Encyclopedia Guy
  12. Mr. Baseball Stadium Glove Wearing Guy
  13. Mr. Basketball Court Sweat Wiper Upper
  14. Mr. Basketball Shoe Designer
  15. Mr. Bass Plaque Maker
  16. Mr. Bathroom Stall Dirty Joke Writer
  17. Mr. Beach Metal Detector Guy
  18. Mr. Blue Aluminum Bottle Maker
  19. Mr. Boneless Buffalo Wing Inventor
  20. Mr. Boombox Carrying Roller Skater
  21. Mr. Bowling Shoe Giver Outer
  22. Mr. Bumper Sticker Writer
  23. Mr. Camouflage Suit Maker
  24. Mr. Cargo Pants Designer
  25. Mr. Cell Phone Holster Wearer
  26. Mr. Centerfold Picture Retoucher
  27. Mr. Ceremonial First Pitch Thrower Outer
  28. Mr. Chazz Michael Michaels
  29. Mr. Chinese Food Delivery Guy
  30. Mr. Company Computer Guy
  31. Mr. Cruise Ship Entertainer
  32. Mr. Department Store Mannequin Dresser Upper
  33. Mr. Discount Airline Pilot Guy
  34. Mr. Dishonest Cable Hooker Upper
  35. Mr. Discount Suit Salesman
  36. Mr. Dodge Ball Resurrector
  37. Mr. Doggy Day Spa Operator
  38. Mr. Driving Range Ball Picker Upper
  39. Mr. Edible Underwear Maker
  40. Mr. Enormous SUV Driver
  41. Mr. Excited About Storms Weatherman
  42. Mr. Exotic Cowboy Boot Wearer
  43. Mr. Experimental Medications Tester
  44. Mr. Fake Tattoo Inventor
  45. Mr. Fancy Coffee Shop Coffee Pourer
  46. Mr. Fantasy Football Manager Guy
  47. Mr. Foot Long Hot Dog Inventor
  48. Mr. Football End Zone Painter
  49. Mr. Football First Down Marker Guy
  50. Mr. Football Stadium Streaker Guy
  51. Mr. Forgot Her Birthday Man
  52. Mr. Fortune Cookie Fortune Writer
  53. Mr. Frozen Turkey Helpline Guy
  54. Mr. Furniture Assembly Manual Writer
  55. Mr. Gangsta Rapper Posse Member
  56. Mr. Garden Gnome Maker
  57. Mr. Gasoline BBQ Starter
  58. Mr. Giant Foam Finger Maker
  59. Mr. Giant Inflatable Pink Gorilla Maker
  60. Mr. Giant Pocket Knife Inventor
  61. Mr. Giant Taco Salad Inventor
  62. Mr. Golf Ball Washer Inventor
  63. Mr. Golf Tournament Quiet Sign Holder Upper
  64. Mr. Grocery Store Cart Wrangler
  65. Mr. Hair Gel Overgeller
  66. Mr. Halftime Shooting Contest Contestant
  67. Mr. Handlebar Mustache Wearer
  68. Mr. Hawaiian Pattern Shirt Designer
  69. Mr. Holiday Gift Regifter Guy
  70. Mr. Hollywood Plastic Surgeon
  71. Mr. Homemade Pontoon Boat Maker
  72. Mr. Horse Drawn Carriage Driver
  73. Mr. Hot Dog Eating Contest Contestant
  74. Mr. Hot Stock Tip Giver Outer
  75. Mr. Humongous Pumpkin Grower Guy
  76. Mr. In the Car Nose Picker
  77. Mr. Indecisive Food Orderer Guy
  78. Mr. Indie Band Member
  79. Mr. Inspirational Poster Writer
  80. Mr. Jean Shorts Inventor
  81. Mr. Jelly Donut Filler
  82. Mr. King of the Karaoke Mic
  83. Mr. Kiss Me I’m Irish Pin Wearer
  84. Mr. Local Texas Football Legend
  85. Mr. Losing Locker Room Reporter
  86. Mr. Mail Order Bride Orderer
  87. Mr. Major Highway Line Painter
  88. Mr. Major League Infield Raker
  89. Mr. Male Football Cheerleader
  90. Mr. Male Fur Coat Wearer
  91. Mr. Miniature Train Modeler
  92. Mr. Movie Theater Ticket Ripper Upper
  93. Mr. Multi-Colored Sweater Wearer
  94. Mr. Next Day Carpet Installer
  95. Mr. Nosebleed Section Ticket Holder Guy
  96. Mr. Nudist Colony Activity Coordinator
  97. Mr. Office Party Over Hugger
  98. Mr. Outside the Stadium Peanut Seller
  99. Mr. Over the Top Carb Counter
  100. Mr. Over Zealous Foulball Catcher
  101. Mr. Overly Competitive Touch Football Player
  102. Mr. Oxygen Bar Inventor
  103. Mr. Parade Float Driver
  104. Mr. Paranoid of the Ocean Guy
  105. Mr. Parking Attendant Flashlight Waver
  106. Mr. Pathetic Phone Answering Guy
  107. Mr. Pet Toy Designer
  108. Mr. Philly Cheese Steak Maker
  109. Mr. Pickled Pigs Feet Eater
  110. Mr. Pimped Out Ghetto Car Driver
  111. Mr. Pit Crew Water Bottle Squirter
  112. Mr. Portable Toilet Cleaner Outer
  113. Mr. Pro Football Coach Cord Carrier
  114. Mr. Pro Sports Heckler Guy
  115. Mr. Pro Wrestling Wardrobe Designer
  116. Mr. Professional Figure Skater
  117. Mr. Professional Hockey Organ Player
  118. Mr. Professional Movie Extra Guy
  119. Mr. Professional Sports Leg Cramp Rubber Outer
  120. Mr. Push Up Bra Inventor
  121. Mr. Putt-Putt Golf Course Designer
  122. Mr. Radio Traffic Announcer Guy
  123. Mr. Rain Delay Tarp Roller Outer
  124. Mr. Raise The Net Before They Kick The Field Goal Guy
  125. Mr. Really Bad Toupee Wearer
  126. Mr. Really Big Golf Club Maker
  127. Mr. Really Big Pet Snake Owner
  128. Mr. Really Loud Cell Phone Talker Guy
  129. Mr. Really Really Really Bad Dancer
  130. Mr. Really Special Birthday Celebrator
  131. Mr. Really Stinky Breath Breather Outer
  132. Mr. Restroom Toilet Paper Refiller
  133. Mr. Rolling Cooler Cooler Roller
  134. Mr. Sad Country Song Songwriter
  135. Mr. Selfless Club Hopping Dude
  136. Mr. Silent Killer Gas Passer
  137. Mr. Souvenir Snow Globe Maker
  138. Mr. Sports Fan Face Painter
  139. Mr. Stadium Scoreboard Marriage Proposal Guy
  140. Mr. Super Market Deli Meat Slicer
  141. Mr. Supermarket Free Sample Guy
  142. Mr. Supermarket Produce Putter Outer
  143. Mr. SUV Super Stretch Limo Maker
  144. Mr. Taxi Cab Over-Accessorizer
  145. Mr. Tiny Dog Clothes Manufacturer
  146. Mr. Tiny Thong Bikini Wearer
  147. Mr. Toll Booth Collector
  148. Mr. Tuxedo Shop Tux Renter
  149. Mr. T-Shirt Launcher Inventor
  150. Mr. Ultimate Philadelphia Sports Fan
  151. Mr. Unathletic Sports Talk Radio Guy
  152. Mr. Underwear Inspector #12
  153. Mr. Used Car Lot Auto Salesman
  154. Mr. Way Too Much Cologne Wearer
  155. Mr. Way Too Proud of Texas Guy
  156. Mr. Wedding Band Guitar Player
  157. Mr. Wild Animal Taxidermist
  158. Mr. Wrecking Ball Operator

Of the "regional" spots done by Stacker and Bickler, 6 examples exist online:

  1. WGN Morning News/Drake the Napping Camera Man
  2. Mile High Denver Broncos Football Fans
  3. All You St. Louis Rams Fans
  4. Mr. Really Big Houston Texas Football Fans
  5. Mr. Titans Upper Deck Seat Holder Guy
  6. Mr. C Store Retailer of the Year Guy (This appears to be a spot commissioned by 7-11)

References

  1. ^ "LiaAwards.com.com" (PDF).
  2. ^ "PeteStacker.com".
  3. ^ "Adweek".
  4. ^ "PeteStacker.com".
  5. ^ "PeteStacker.com".
  6. ^ "AdWeek".
  7. ^ "Marketing Case Studies".
  8. ^ http://adage.com/article/news/a-b-slashes-radio-spending/128084/
  9. ^ http://adage.com/article/news/radio-category-winner-bud-light/54616/
  10. ^ http://marketing-case-studies.blogspot.com/2008/02/real-american-heroesreal-men-of-genius.html
  11. ^ http://www.adweek.com/aw/esearch/article_display.jsp?vnu_content_id=2042447
  12. ^ http://www.adweek.com/aw/esearch/article_display.jsp?vnu_content_id=2042447
  13. ^ http://marketing-case-studies.blogspot.com/2008/02/real-american-heroesreal-men-of-genius.html
  14. ^ http://adage.com/article/small-agency-diary/big-5-radio-success-part-3/120410/
  15. ^ "Marketing Case Studies".
  16. ^ "Marketing Case Studies".
  17. ^ "Marketing Case Studies".
  18. ^ http://www.adweek.com/aw/esearch/article_display.jsp?vnu_content_id=2002066
  19. ^ "Goliath Business News".
  20. ^ http://isohunt.com/torrents/?ihq=real+men+of+genius
  21. ^ http://marketing-case-studies.blogspot.com/2008/02/real-american-heroesreal-men-of-genius.html
  22. ^ "Volume 1 Tracklist".
  23. ^ "Volume 2 Tracklist".
  24. ^ a b c "Bud Light Real Men of Genius On WGN Morning News". Cite error: The named reference "<ref" was defined multiple times with different content (see the help page).
  25. ^ http://americancomedynetwork.com/results.html?search=real%20american%20hero&sortby=rating&pagenumber=2
  26. ^ http://adage.com/article/news/a-b-slashes-radio-spending/128084/
  27. ^ http://adage.com/article/news/a-b-slashes-radio-spending/128084/
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