Advertising Strategies: Think “DudE”!

Watch this video Dude. boye50.gif

Luv it! lol drunkani.gif

The spot: A man sits on a couch watching TV. His roommate enters and sits down right next to him, practically knee-to-knee. The man shoots the roommate a look of disapproval. “Dude,” he says. The roommate moves over a cushion.

A series of similar vignettes ensue: The man asks for a hand with a bench press (“dude?”), discovers a forgotten jar of peanut butter (“dude!”), and confronts a colleague who taps his pencil incessantly (“dude …”).

Lastly, he reproves a friend for ordering what appears to be a flute of prosecco instead of a Bud Light. In this scene—as in all the ad’s scenes—the only word uttered is dude.

Dude! How great are those new Bud Light ads?

Save for a single Bud Light and the flash of a logo, there’s no mention of the product. Why, exactly, would this ad make me choose Bud Light over Miller Lite or the Silver Bullet?

Anheuser-Busch’s chief creative officer, told me that the dude ad is in the same mold as Budweiser’s successful “Wazzup” spots. Both campaigns, he said, pull a word or phrase from the popular vernacular and stamp it with the Bud brand.

The dude ads aren’t so much branding the word as offering a field guide to its many shades of meaning. By my count, the ads isolate at least six distinct usages:

The admonitory dude: the dude deployed when your buddy won’t stop humming “Umbrella” on a long car ride. As in, “Dude, enough.”

The interrogative dude: useful for ascertaining whether you’ve dropped a call. “Dude? Are you still there?”

The deflated dude: the dude of bad news. “Dude. Tom Brady’s wearing a boot.”

The exclamatory dude: the dude of good news. “Dude! Tom Brady is no longer wearing a boot!”

The sotto voce dude: for classified briefings. “Dude: Here comes that tall drink of water from accounting.”

The blissed-out dude: more accurately rendered as duhuhude. The dude issued upon rediscovering a long-lost Dead tape.

The dude conceit grabs your attention, but it’s the dude himself who raises this ad to the level of brilliance—and makes you want to watch it again. (Given the subtlety of the sell, repeat views are a good thing for Anheuser-Busch.)

beer_354.gif

DUDE! ha

I mean what is the whole point of advertising eh?
Did they “get ya”? beerani.gif

Who could forget the Wazzzzzzup guys?
The ‘Wazzup’ ads were all bout male bonding, a brotherhood, a camaraderie and friendship that could be expressed through one single (loooooooong) word.
Watch Superheros Waasssup.HERE…ha

What catches you about an ad.
Is it the phrasing?..The subliminal images?

Why is “Absolut” so absolutely successful?
Does the ad convey a clear message? Is it simple and to the point? beerani-ddy.gif
Does it offer some kind of underlying reasurance to the consumer?

Are the gags brilliant……or annoying?
Is the ad too predictable?

Did ya notice the ad, get the message, understand it perfectly, but just didn’t care.

Years, sometimes decades of research, my friends, and millions of investors’ dollars simply to develop an idea on how to market and advertise a “product.”

Ads that are “specific” are successful.

Were ya ever lyin in bed one night, itchin to snack on something. chef.gifYou finally drag yerself up and go to the fridge with no idea what your’e craving. You just shut the fridge..and do the same thing 5 minutes later eh. Unless your’e a certifiable couch potato..Then you probably didn’t even make it off the couch or outta bed in the first place. Ha.biggrin.gif

But, if your mind focuses on “specifics”, (and details), such as that creamy, milky, sumptuous chocolate bar, you have in the cupboard and how it would taste just melting in your mouth………. That’ll get your lil self to the fridge or cupboard pronto. Mmmmmmmmmm.mouth47.gif

Same as an ad. The more definite and precise, the more likely we are to want it.

Let’s be honest. They want our moneyyyy. richani-ddy.gif
Advertisers try to remind us, the customers, about how their product can benefit or dramatically change our very lives.
Soooooo…….What’s in it for us?
Will it make me rich, thin, even more shallow?..lol girl-1-icon.jpg

Will it make me smart, healthy, beautiful, able to fix my own water heater?

I don’t know bout y’all but I hate ads that inform, persuade, and remind me over and over again how indispensable their product is.

Dude. Now, that I can live with.

beerbudani.gif

Servin beer and rootin on the Giants with my friends over at Rosemary’s Thoughts, Mark My Words, 123beta, Right Truth, Stuck On Stupid, Big Dog’s Weblog, Cao’s Blog, Leaning Straight Up, third world county, Nuke Gingrich, DragonLady’s World, The World According to Carl, Pirate’s Cove, Blue Star Chronicles, Gulf Coast Hurricane Tracker, Wolf Pangloss, and Right Voices, thanks to Linkfest Haven Deluxe.

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25 Responses to “Advertising Strategies: Think “DudE”!”

  1. Debbie says:

    No ads at Right Truth. We are commercial free programming. Grab your snack of choice and enjoy the show – no commercial interruptions.

    Nice post Angel. I never cared much for the Wazzup guys.

  2. Mustang says:

    Dude, people my age aren’t allowed to say “Dude.” We’re stuck with “Excuse me, old chap . . .”

  3. Kevin says:

    I’m older than Mustang. We have to say ‘verily I say unto thee’.

  4. Defiant_Infidel says:

    Thanks, I needed that. I ate the whole thing. I don’t have to ask “where’s the beef?” in that post…

    Premium post, Dudette!

    Just popped up for a little splash of sunlight. Thanks for providing it! I’m going back to my work cave, now… but I’m chuckling…. Heh… heh…

  5. middleclassguy says:

    Dude,
    The Bud Distributor in Chicago, River North Dist., is owned by the sons of Jesse “hymie town” Jackson. Don’t drink the stuff, never will. Some folks in the bar industry call it Jesse Beer.

  6. David says:

    1. “Why, exactly, would this ad make me choose Bud Light over Miller Lite or the Silver Bullet?”

    Why would anyone buy any of those beers? You know how they must be made don’t you? They must be simply water filtered through a horse… *blech!*

    2. “Who could forget the Wazzzzzzup guys?”

    PLEASE! I’ve been trying to! ;-)

    3. “The ‘Wazzup’ ads were all bout male bonding, a brotherhood, a camaraderie and friendship… ” and illiterate grunts, mumbles and slurred words.

    Yep, that’s “male camaraderie” according to popular culture all right: illiterate cave men grunting their way through life.

    *sigh*

    Oh. Well. (Takes another sip of Stella Artois, cos the latest homebrew isn’t quite ready for bottle conditioning… ) I’ll just have to skip that kind of gruntin’ and mumblin’ “male camaraderie”… for life. Boring and full of bad tasting horse p***.

  7. Bar Kochba says:

    Great post Dude!

  8. kevin says:

    Good luck to your Giants. I hope they do beeter than my Chargers.

  9. Angie says:

    Have to admit many times I have asked myself, what were they trying to sell me- tell me -show me?

    What was the one about Dell? think they fired the guy that did those, believe it was catchy at the time…for the life of me, can’t remember it.
    Maybe nobody else does either..LOL!:)

    Love your humor, Good luck with the Giants!

  10. Carl says:

    Anyone remember “The California Raisins”?

  11. Aurora says:

    Long live capitalism. It beats lining up at the local Soviet government co-op for your milk and bread in the snow any day!

  12. Always On Watch says:

    The only dialogue line in the commercial is “Dude”? Simplistic commercial for simple minds, maybe.

  13. Layla says:

    Honestly hun ads never caused me to buy or try anything. I pay no mind to them. I have ads on my blog as part of my contract with Pajamas Media, their requirement, but that is about as far as it goes. I really forget that they are there. LOL! :)

  14. John says:

    Have you seen this ad?

    youtubecom/watch?v=B10adrnAjWU

  15. nanc says:

    my favorite holiday inn commercial at the moment, mostly because it reminds me of our family when someone starts humming a tune and the rest of us chime in!

    otherwise, i LOVVVVVVE all those capital one commercials with the vikings “what’s in your wallet?”

    i do love commercials…it’s my affliction with s.a.s.s. (short attention span syndrome).

  16. Brooke says:

    I like the funny ads. :)

  17. Joe Gringo says:

    Dude, you sure have a way with words!

    Dude holds the distinction of the word with the most meanings.

  18. Daniel Ruwe says:

    I love commercials… I like the capital one spots, and geico usually has funny commericals. I usually find the Super Bowl commericials are overhyped.

  19. OMMAG says:

    The Big Lebowski ……. the real Dude!

    You can learn more at: http://www.dudeism.com

    Warning ! Extreme Irreverence ……

  20. OMMAG says:

    Oh yes ….. NO Budweiser shall these lips pass!

  21. Robert says:

    I love that ad. They should make one section where the guy looks at a woman and says…..: Dudette.

    Hee hee

    -Robert-

  22. KkarLLmM says:

    You’re damned if you Dude you’re damned if you don’t..

  23. Defiant_Infidel says:

    HA! Great points… I always thought B-Weiser tasted like skunk…. ummmm, well what you’d think it would taste like anyway! Many years ago I used to work for a wonderful old man who would say “there’s no beers in the fridge… just Headaches”. Headaches were Budweisers. Yuck.

  24. Gayle says:

    LOL! I think I’m in the “verily I say unto thee” category myself! ROTFALMBO!

    I like this ad too, Angel, but could do without the guy sitting on the potty. :)

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