Real Men of Genius
Real Men of Genius is a series of advertisements, primarily 60-second American radio spots, 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 humorous 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 additional 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.”[28]
158 commercials (both audio and video) are available on the Internet. In alphabetical order (of those available online)[29]:
- Mr. 21 Piece BBQ Tool Set Inventor Guy
- Mr. 80 SPF Sunblock Wearer
- Mr. After Halloween Costume Shop Salesman
- Mr. Airline Meal Chef
- Mr. Airport Baggage Handler
- Mr. All You Can Eat Buffet Inventor
- Mr. Artificial Tree Maker
- Mr. Athletic Groin Protector Inventor
- Mr. Backyard Bug Zapper Inventor
- Mr. Baseball Designated Hitter
- Mr. Baseball Encyclopedia Guy
- Mr. Baseball Stadium Glove Wearing Guy
- Mr. Basketball Court Sweat Wiper Upper
- Mr. Basketball Shoe Designer
- Mr. Bass Plaque Maker
- Mr. Bathroom Stall Dirty Joke Writer
- Mr. Beach Metal Detector Guy
- Mr. Blue Aluminum Bottle Maker
- Mr. Boneless Buffalo Wing Inventor
- Mr. Boombox Carrying Roller Skater
- Mr. Bowling Shoe Giver Outer
- Mr. Bumper Sticker Writer
- Mr. Camouflage Suit Maker
- Mr. Cargo Pants Designer
- Mr. Cell Phone Holster Wearer
- Mr. Centerfold Picture Retoucher
- Mr. Ceremonial First Pitch Thrower Outer
- Mr. Chazz Michael Michaels
- Mr. Chinese Food Delivery Guy
- Mr. Company Computer Guy
- Mr. Cruise Ship Entertainer
- Mr. Department Store Mannequin Dresser Upper
- Mr. Discount Airline Pilot Guy
- Mr. Dishonest Cable Hooker Upper
- Mr. Discount Suit Salesman
- Mr. Dodge Ball Resurrector
- Mr. Doggy Day Spa Operator
- Mr. Driving Range Ball Picker Upper
- Mr. Edible Underwear Maker
- Mr. Enormous SUV Driver
- Mr. Excited About Storms Weatherman
- Mr. Exotic Cowboy Boot Wearer
- Mr. Experimental Medications Tester
- Mr. Fake Tattoo Inventor
- Mr. Fancy Coffee Shop Coffee Pourer
- Mr. Fantasy Football Manager Guy
- Mr. Foot Long Hot Dog Inventor
- Mr. Football End Zone Painter
- Mr. Football First Down Marker Guy
- Mr. Football Stadium Streaker Guy
- Mr. Forgot Her Birthday Man
- Mr. Fortune Cookie Fortune Writer
- Mr. Frozen Turkey Helpline Guy
- Mr. Furniture Assembly Manual Writer
- Mr. Gangsta Rapper Posse Member
- Mr. Garden Gnome Maker
- Mr. Gasoline BBQ Starter
- Mr. Giant Foam Finger Maker
- Mr. Giant Inflatable Pink Gorilla Maker
- Mr. Giant Pocket Knife Inventor
- Mr. Giant Taco Salad Inventor
- Mr. Golf Ball Washer Inventor
- Mr. Golf Tournament Quiet Sign Holder Upper
- Mr. Grocery Store Cart Wrangler
- Mr. Hair Gel Overgeller
- Mr. Halftime Shooting Contest Contestant
- Mr. Handlebar Mustache Wearer
- Mr. Hawaiian Pattern Shirt Designer
- Mr. Holiday Gift Regifter Guy
- Mr. Hollywood Plastic Surgeon
- Mr. Homemade Pontoon Boat Maker
- Mr. Horse Drawn Carriage Driver
- Mr. Hot Dog Eating Contest Contestant
- Mr. Hot Stock Tip Giver Outer
- Mr. Humongous Pumpkin Grower Guy
- Mr. In the Car Nose Picker
- Mr. Indecisive Food Orderer Guy
- Mr. Indie Band Member
- Mr. Inspirational Poster Writer
- Mr. Jean Shorts Inventor
- Mr. Jelly Donut Filler
- Mr. King of the Karaoke Mic
- Mr. Kiss Me I’m Irish Pin Wearer
- Mr. Local Texas Football Legend
- Mr. Losing Locker Room Reporter
- Mr. Mail Order Bride Orderer
- Mr. Major Highway Line Painter
- Mr. Major League Infield Raker
- Mr. Male Football Cheerleader
- Mr. Male Fur Coat Wearer
- Mr. Miniature Train Modeler
- Mr. Movie Theater Ticket Ripper Upper
- Mr. Multi-Colored Sweater Wearer
- Mr. Next Day Carpet Installer
- Mr. Nosebleed Section Ticket Holder Guy
- Mr. Nudist Colony Activity Coordinator
- Mr. Office Party Over Hugger
- Mr. Outside the Stadium Peanut Seller
- Mr. Over the Top Carb Counter
- Mr. Over Zealous Foulball Catcher
- Mr. Overly Competitive Touch Football Player
- Mr. Oxygen Bar Inventor
- Mr. Parade Float Driver
- Mr. Paranoid of the Ocean Guy
- Mr. Parking Attendant Flashlight Waver
- Mr. Pathetic Phone Answering Guy
- Mr. Pet Toy Designer
- Mr. Philly Cheese Steak Maker
- Mr. Pickled Pigs Feet Eater
- Mr. Pimped Out Ghetto Car Driver
- Mr. Pit Crew Water Bottle Squirter
- Mr. Portable Toilet Cleaner Outer
- Mr. Pro Football Coach Cord Carrier
- Mr. Pro Sports Heckler Guy
- Mr. Pro Wrestling Wardrobe Designer
- Mr. Professional Figure Skater
- Mr. Professional Hockey Organ Player
- Mr. Professional Movie Extra Guy
- Mr. Professional Sports Leg Cramp Rubber Outer
- Mr. Push Up Bra Inventor
- Mr. Putt-Putt Golf Course Designer
- Mr. Radio Traffic Announcer Guy
- Mr. Rain Delay Tarp Roller Outer
- Mr. Raise The Net Before They Kick The Field Goal Guy
- Mr. Really Bad Toupee Wearer
- Mr. Really Big Golf Club Maker
- Mr. Really Big Pet Snake Owner
- Mr. Really Loud Cell Phone Talker Guy
- Mr. Really Really Really Bad Dancer
- Mr. Really Special Birthday Celebrator
- Mr. Really Stinky Breath Breather Outer
- Mr. Restroom Toilet Paper Refiller
- Mr. Rolling Cooler Cooler Roller
- Mr. Sad Country Song Songwriter
- Mr. Selfless Club Hopping Dude
- Mr. Silent Killer Gas Passer
- Mr. Souvenir Snow Globe Maker
- Mr. Sports Fan Face Painter
- Mr. Stadium Scoreboard Marriage Proposal Guy
- Mr. Super Market Deli Meat Slicer
- Mr. Supermarket Free Sample Guy
- Mr. Supermarket Produce Putter Outer
- Mr. SUV Super Stretch Limo Maker
- Mr. Taxi Cab Over-Accessorizer
- Mr. Tiny Dog Clothes Manufacturer
- Mr. Tiny Thong Bikini Wearer
- Mr. Toll Booth Collector
- Mr. Tuxedo Shop Tux Renter
- Mr. T-Shirt Launcher Inventor
- Mr. Ultimate Philadelphia Sports Fan
- Mr. Unathletic Sports Talk Radio Guy
- Mr. Underwear Inspector #12
- Mr. Used Car Lot Auto Salesman
- Mr. Way Too Much Cologne Wearer
- Mr. Way Too Proud of Texas Guy
- Mr. Wedding Band Guitar Player
- Mr. Wild Animal Taxidermist
- Mr. Wrecking Ball Operator
Of the "regional" spots done by Stacker and Bickler, 6 examples exist online:
- WGN Morning News/Drake the Napping Camera Man
- Mile High Denver Broncos Football Fans
- All You St. Louis Rams Fans
- Mr. Really Big Houston Texas Football Fans
- Mr. Titans Upper Deck Seat Holder Guy
- Mr. C Store Retailer of the Year Guy (This appears to be a spot commissioned by 7-11)
Unofficial, but made popular by college students: BUD LIGHT PRESENTS: REAL STUDENTS OF GENIUS Today we salute you, stressed out college student during exam week. As you sit in your lonely cubical in the library, doped up on Starbucks & Adderal, you think to yourself, “Am I ever going to need to know this stuff in real life?” The distractions are tempting, never-ending, and all around. You have suddenly diagnosed yourself with ADD and advanced delusionary schizophrenia with involuntary narcissistic rage. I'm sure you know exactly what everyone is doing because you’ve checked your Facebook 800 times. Christmas break is just days away, and your Xanax prescription will be in tomorrow. So crack open an ice cold Bud Light after that last exam, because for most of us Christmas will be spent in rehab.
References