Cooler Heads Prevail in this Beer Promo Pitch

Copywriter Walt Jaschek recalls a college poster campaign concept he pitched to the Budweiser team at Anheuser Busch. Did the Cooler Heads prevail?

Happy first day of Summer! Here’s a seasonal flashback from back in the day, when I was invited by the Budweiser promo team to pitch ideas for a college poster campaign with a summer thme. I concocted characters called “The Cooler Heads” who would “prevail” until school resumed in Fall.

The group laughed…

But didn’t buy it.

Oh, well. Truth is, when I rediscovered this pencil layout and the Anheuser-Busch name badge still stuck to it, I remembered: Even when not every idea we pitched was bought… we were having too much fun.

As for The Cooler Heads, they deserve to appear somewhere. Beer clients? Water clients? Cooler clients? Gimme a shout. This idea has legs!

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Radio Ad Script | Budweiser | Star-In-Your-Own Commercial

Guys! Have you ever wanted to star in your own beer commercial? Well, now you can, thanks to this Budweiser radio spot that will “cue” you to say *YOUR NAME* during a very romantic scenario. So open a couple of long-necks and enjoy your “date” with a woman who is, evidently, “both a neurosurgeon AND a swimwear model.” We think you’ll do very well in your first commercial! Let us know how it goes.

Here’s the version of the spot we did for men. We also did a version for women. Will find that and post soon!.

ANNOUNCER: Budweiser presents…

[SOUND FX: DRUMROLL]

ANNOUNCER: …the world’s first “Star-In-Your-Own” Radio Commercial!

[DRUMROLL OUT]

ANNOUNCER: Okay, guys, whenever you hear this sound…

[SOUND FX: DING!]

ANNOUNCER: …insert your name.

SEXY WOMAN: Hi, there…

[SOUND FX: DING!]

ANNOUNCER: Your name.

SEXY WOMAN: Sorry I’m late. Sometimes there just aren’t enough hours in the day to be both a neurosurgeon AND a swimwear model! Oh, am I thirsty! How about it…

[SOUND FX: DING!]

SEXY WOMAN: …got anything tall and cool?

[SOUND FX: BOTTLETOP POPPING]

SEXY WOMAN: Ooo! Budwesier Long-Necks! Oh…

[SOUND FX: DING!]

SEXY WOMAN: You are so thoughtful.

[SOUND FX: BEER POURING INTO GLASS]

SEXY WOMAN: But of course. Bud’s the first choice for every occasion. [SIPS] Ah, you know,, I have a confession to make. If I ever had a son, I’d want to name him…

[SOUND FX: DING!]

SEXY WOMAN: Oh…

[SOUND FX: DING!]

ANNOUNCER: Your name.

SEXY WOMAN: Come here. Now! Mmmmm.

[SOUND FX: DING!]

ANNOUNCER: Your name!

[SOUND FX: DING!]

ANNOUNCER: Your name!

[SOUND FX: DING!]

ANNOUNCER: Your name! (chuckling): Well! You did very well in first commercial! Have a Bud. You’ve earned it!

JINGLE: This Bud’s for…

SOUND FX: DING!

ANNOUNCER: Anheuser Busch. St. Louis.

Writer: Walt Jaschek | Producer/Director: Paul Fey | Production: Bill Schulenberg

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