October 20, 2016

What is it?

Members of the United States military are seen walking together through an airport terminal in this commercial. One person starts applauding them, and it suddenly turns into the entire terminal standing and clapping as the men and women in uniform walk by. This 2005 Super Bowl commercial is definitely a memorable one.


Why it’s good

Anheuser-Busch conveyed the heart-warming feeling of returning troops into a commercial so that the millions of people watching during the Super Bowl felt it, too. It hits home with a lot of people because many know someone who is serving. Seeing the applause given to these men and women is relatable because a lot of us want to thank our troops for all that they’ve done for our country. There is no mention of the product whatsoever with the exception of their logo at the very end. Audiences are invested in the commercial and get emotionally tied to it before they see what the product even is. Anheuser-Busch spent millions of dollars on the Super Bowl and made it about something much bigger than the product itself, but still gave themselves brand favorability.

Was it successful?

The commercial only aired twice, one of those being the 2005 Super Bowl where it was recognized as one of the best that evening. It has thousands of views on YouTube and was even nominated for an Emmy for Outstanding Commercial.

About the author: Wayne Harris

Wayne Harris is the President of 6AM Marketing.

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