As our countdown to the Super Bowl continues, we turn our attention to the ’90s, when nothing said "I’m the coolest” like neon windbreakers, the "Rachel” was real haircut and just about everybody owned a Beanie Baby.
This decade, in the realm of Super Bowl commercialdom, Budweiser ruled supreme. Perhaps no other ad it produced is as memorable as 1995’s "Bud” "Weis” "Er” frogs.
Will Cauthen, PriceWeber executive creative director, takes us through this iconic spot, and reminds us that a simple message can last decades.
"Before the dawn of craft beers and oh-so-delicious IPAs, Budweiser, the self-proclaimed King of Beers, reigned supreme. As on the shelves, such was the case during Super Bowl halftimes.
"During the 1990s, Budweiser was represented in animal forms large and small. Be it Clydesdale, dog or amphibian, one thing rang true: A three-syllable repetition of a product name is all you need to increase brand awareness.
"That was executed by a trio of frogs named Bud, Weis and Er. The script was simple: a guttural 'Bud,' 'Weis' and 'Er,' repeated both in and out of contextual unison, over and over, culminating in a wide shot of a building in a swamp with a neon Budweiser sign outside, and our heroes repeating the product name yet again.
"It’s a testimony to the success of a Super Bowl commercial when, 20 years later, the simplicity of spacing out a word, slowing its cadence and sprinkling irreverence via talking animals classifies it as an all-time great."