Keep Up The Bad Work

Typically it’s unwise for a category leader to respond to an attack ad. But Anheuser-Busch has done so in a refreshing way, turning that age-old advise on its head.
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After a new Miller spot that depicts A-B’s Dalmatian jumping ship when it sees a Miller Lite truck, Budweiser responded with a full-page ad on the back of USA Today’s sports section.
Their headline: Keep up the bad work, Miller Beer. It’s getting a lot of good things done.
The body copy: Apparently, Miller Beer believes they have to say negative things about our brands to sell their beer. At Budweiser, we’re positive there’s a better way of doing things. In fact, we’re committed to creating something positive out of their recent negative advertising.
A-B goes on to say they’re making donations to a number of animal rescue groups across America.
[via Ad Age]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.