Real Men of Genius

[Rebecca 0]

Speaking of Eye of the Tiger:


Anheuser-Busch makes TV ads based on its 'Real Men of Genius' radio commercials
By THOMAS LEE
Post-Dispatch

11/12/2003

Radio commercials are hardly the stuff of pop-culture buzz these days, not with
television and the Internet blasting away at consumers.

So it comes as a bit of a surprise that one of Anheuser-Busch Cos.'
longest-running - and most honored - ad campaigns never made it to the small
screen. Until now.

The St. Louis-based brewer recently opened the first of what will be several TV
versions of its "Real Men of Genius" radio commercials for Bud Light. A-B
executives say they hope to translate the series' extraordinary popularity on
the radio into the company's next big TV campaign, just in time for
sports-heavy fall and winter schedules.

Since its debut four years ago, "Real Men of Genius" has earned plenty of
laughs and nearly every major advertising award.

The 30-second spots feature an over-the-top, 1980s-style rock ballad
sung by David Bickler, the former lead singer of "Survivor." Bickler's
rendition of "Eye of the Tiger" was the anthem of the popular movie "Rocky
III."

The campaign originally was called "Real American Heroes," but the name was
changed after the terrorist attacks of Sept. 11, 2001.

The spots spoof old-fashioned beer commercials that saluted the hard-working
little guy, said John Immesoete, group creative director of DDB Chicago, which
created the campaign.

"Real Men of Genius" singles out "people who make our lives better" in the most
subtle ways, Immesoete said. They include Mr. Bowling Shoe Giver Outer, Mr.
Giant Foam Finger Inventor, Mr. Losing Locker Room Reporter, Mr. All You Can
Eat Buffet Inventor and Mr. Restroom Toilet Paper Refiller.

What makes the spots so appealing is smart writing that "finds sort of a unique
individual observation that sits in the back of your head but you don't
necessarily think about," said Marc Kempter, managing director of Core, an
advertising agency in St. Louis that has done work for rival Miller Brewing Co.

In the Mr. Fancy Coffee Shop Coffee Pourer spot, a voice asks: "What do you do
with a master's degree in art history? You get a nose ring and pour coffee for
a living," and "Why is it called a latte? Maybe because it costs a latte and it
takes a latte time to make."
Immesoete said he and his group of writers often find inspiration in real life.
For instance, he noticed dieters in the cafeteria of his building put "tons of
guacamole" on their taco salads. The result: Mr. Giant Taco Salad Inventor.

"You may ask if this is healthy," the commercial says. "Of course it is. It's a
salad, isn't it?"

Recent spots have taken a "What were you thinking?" tone, Immesoete said, such
as Mr. Really Bad Toupee Wearer and Mr. Tiny Thong Bikini Wearer.

As for the music, DDB Chicago approached Sandy Torano, a musician and producer,
to write a "cheesy '80s song." Torano immediately thought of Bickler.

"David Bickler is a friend of mine," said Torano, who owns Scandal Music in
Chicago. "I told them, 'If you are going do an '80s parody, why don't you get
the real thing?'"

Bickler, he said, was a good sport.


more..(follow link)

you've got to ask yourself one question: 'Do I feel loquacious?' -- well do you, punk?

[Yoshi 0]

My ears were burning....and I thought this post was about me!...
much to my dissapointment it wasnt though

_________________________________________
this space for rent.

[diverdriver 6]

So here's to you....Mr. corrector of bad clicky links...

[happythoughts 0]

Quote

Mr. All You Can Eat Buffet Inventor

People don't think about the long-range effects of these inventions. This one invention caused a ripple effect in the job market. People that refill the little plastic cans. People designing and making little plastic cans.

I worked my way through college as a sneeze-guard tester.

[EdC 0]

Those are the funniest ads. I haven't heard some of them. Thanks.

Big Ed

[Guest]

Here's to you, Mr. Spotter of Repeated Postings...

mh

"The mouse does not know life until it is in the mouth of the cat."

[sdgregory 0]

Here's to you Mister Misused words, Puncuation and Spelling Cop.

[happythoughts 0]

Quote

Here's to you Mister Misused words, Puncuation and Spelling Cop.

There should be a "t" in punctuation and a comma after it. Thank you for your support.

[sdgregory 0]

psst you . . . yeah happythoughts . . . you . . . you fell for it sucka!




Whose next?

[diverdriver 6]

Quote

Here's to you, Mr. Spotter of Repeated Postings...

mh

About time someone got my line of humor! I thought that no one would play along. Just leave me standing in the open field. No love.....

Thanks Mark.

[sdgregory 0]

Hey man I caught on too. look up^

[diverdriver 6]

Quote

Hey man I caught on too. look up^

Atta boy!

[FallingILweenie 0]

here's to you, Mr. Boobie Poster

[bch7773 0]

ahhh thank you for posting this... I got an email with these and the links went dead... so I deleted it. but now they are back, and saved onto my computer... wahoo.

MB 3528, RB 1182