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.
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 at Bonehook in Portland, Oregon.