Creativity

Budweiser Brings Back Prohibition to Celebrate the Anniversary of Prohibition's Repeal

It's the First Work for Brand From David Miami

By Ann-Christine Diaz. Published on Dec 05, 2017

Editor's Pick

Budweiser taps into the zeitgest of extreme headlines and fake news by creating an insane event of its own: the return of Prohibition.

On this very day, December 5, in 1933, the U.S. government ended Prohibition with the ratification of the 21st amendment. To remind modern-day drinkers of their valuable rights, along with David Miami, Bud pranked the patrons of an Atlanta bar by screening a faux news broadcast announcing Prohibition's return. News alerts also saying that the sale and manufacture of alcohol were now illegal also hit their smartphones.

The bartender, likely a plant, played along and pulled patrons' drinks as soon as word got out. It's hard to see how drinkers could fall for such an anachronistic move, but the film of the stunt shows customers clearly perturbed, chanting "We want beer!" One even calls the bartender a (bleeped out) "asshole."

According to David Creative Director Tony Kalathara, "It worked. People were calling their families concerned, shouting about their rights." But they weren't mad for long. Another faux newscast aired soon after announcing that alcohol was back, as giant kegs of Bud rolled into the bar.

"The challenge was to make Prohibition's Repeal and Budweiser's role in that achievement relevant to people today," Kalathara explains. "To many, it's a moment in history class synonymous with speakeasies and gangsters like Capone. But the actual moment is significant because it's the only time we as a country have amended our constitution to bring back rights taken away by a previous amendment. And Budweiser played a significant role in both lobbying for that repeal and being the first to celebrate its repeal."

Previously, Bud reached into history with the debut of a Pre-Prohibition recipe brew, 1933 Repeal Reserve, available for a limited run during the holidays and through the Prohibition Repeal anniversary.

Bud, which has worked regularly with Anomaly since 2011, recently has started to work with other shops, including Vayner Media and now, David. This is its first work out of the latter, known for pulling outrageous stunts for brands such as Burger King and Heinz.

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About

Credits

Date
Dec 05, 2017
Agency:
David Miami
Client:
Budweiser
Chief Creative Officer:
Anselmo Ramos
Founder:
Anselmo Ramos
Creative Director:
Tony Kalathara
Art Director:
Curtis Caja
Copywriter:
Dan Flora
Head of Global Production:
Veronica Beach
Producer:
Kelly Allen
Producer:
Renata Neumann
Senior Business Affairs Manager:
Barbara Karalis
Managing Director:
Paulo Fogaça
Head of Account:
Paulo Fogaça
Senior Account Director:
Carmen Rodriguez
Account Director:
Gabriella Fabbro
Account Supervisor:
Monique Beauchamp
Account Executive:
Jenny Gobel
Strategy Director:
Jon Carlaw
Senior Planner:
Matias Candia
Junior Planner:
Gabriel Roldan
Production Company:
Raucous Content
Director:
Paul Iannacchino
Executive Producer:
Steve Wi
Line Producer:
Angela Jones
Director of Photography:
Peter Matthew Woolf
Editorial:
Cosmo Street
Editor:
Jeff Grippe
Assistant Editor:
Hugo Jordan
Head of Production:
Marie Mangahas
Online:
Cosmo Street
Flame Artist:
Shinya Sato
VFX/Graphics:
Framestore
Telecine:
Apache
Colorist:
Steve Rodriguez
Producer:
Stefanie Abi-Rached
Composer:
Beacon Street Studios
Executive Producer:
Adrea Lavezzoli
Producer:
Lindsey Lerman
Mixer:
Amber Tisue
Mix Assistant:
Aaron Cornacchio
Senior Mix Producer:
Kate Vadnais

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