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Buddy Makes Us Bawl: Budweiser’s Emotional Anti Drinking Ad [Video]

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Most ads encouraging us to behave as humans use the shock tactic. We have all seen the black lung in the smoking ads, the fried egg in the drug commercials and the car wrecks in the drinking and driving ads. Just the other day I drove past a billboard that “Mug + Shot = Mugshot.” When I see these ads my eyes glaze over and they don’t really have an impact. Being responsible has been drilled into our brains using scare tactics since we were old enough to understand. But Budweiser took on a different approach.

For its “Be(er) Responsible” campaign, Budweiser conveyed the message that it’s okay to drink as long as you don’t drive; which makes sense, since they are one of the leading beer companies in America. So they did it with something else American: a lab puppy named Buddy. The commercial shows the puppy growing up with his loving owner. They roll around together, they run and they play. Fast forward and you see the owner leaving with his friends and a six pack in his hand. The dog waits and waits, whining and getting more upset as time passes. Then they have one simple message “For some, the waiting never ended.” Cue all the tears. In the three seconds it took before the next scene I was sobbing uncontrollably.

So how does it end? You’re going to have to watch to find out. Budweiser, you’ve done it again. I thought the Puppy Love commercial from the Super Bowl was a tearjerker, but this one takes the cake. With the slogan and hashtag #FriendsAreWaiting, the company promotes a simple message that everyone can take to heart. If you’re going to drink, don’t drive – your buddy at home needs you.

Watch the video (with tissues handy) below.


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