Of Puppies and Clydesdales

12 Dec Of Puppies and Clydesdales

Yes, you’ve probably seen it before. But treat yourself, enjoy it again.

It’s Budweiser’s tissue-drenching 2015 Super Bowl “lost dog” commercial, sequel to the touching 2014 vignette depicting the true “BestBuds” connection between a very large horse and a very small dog. These are just two masterpieces from the stable that over the years has grown a reputation for bringing us memorable depictions of animal interactions, starring everything from spotted dogs to baby bulls to the little labs, in each case sharing top billing with the Budweiser Clydesdales. And then of course there was the most unforgettable of all, their one-off horse-powered 2002 tribute to the heroes and victims of 9/11.

These commercials are exquisite works of art. And the artistry is not just in the touching footage, the stirring music, or the appealing sentiment per se. It is in the creative deployment of these elements to create spectacular marketing éclat – this is where the stroke of true genius lies.

I don’t drink much beer. And if I were asked, off the top of my head, to name half a dozen beer labels, there is a very good chance that Budweiser would not have made the cut. Not, that is, until I watched these videos – now the name would top my list. The next time I visit the bottleshop the label will leap off the shelf into my consciousness. And, of course, there is every chance that the bottle will leap off the shelf into my trolley.

Take another look at these videos and take note of just how much – actually just how little – the Budweiser name features. You don’t see much of it, right? What you do see is the horses, the iconic image associated with the brand. Other than that, you are left to enjoy the heart-warming vignette, undisturbed by pesky advertorial comment. Product placement par excellence!

These commercials are excellent, let us make no bones about that. Whenever consumers pull out the tissues and reach for the replay button, this is the Holy Grail moment for the Marketing Department.

There is a lesson here for those of us who write for a living, and that is that we do not need to bombard our readers with fulsome tracts of “on message” information – in fact this will be a turn-off to discerning readers. The smart money is on identifying the right hook to interest your audience, and creatively binding that hook to your brand or message. In this way you will be able to present your readers with content that piques their interest, and allow this interest to do your work for you.

WordCaddy. In your own (best) words.