Real Men of Genius
Encyclopedia
Real Men of Genius is a series of advertisements, primarily 60-second American radio
spots, for Bud Light beer. The campaign was originally created by Bob Winter, a copywriter at DDB Chicago
.
The ad campaign, which began in 1998 under the title Real American Heroes consisted of 12 spots. To date over 200 installments have been made. In 2001 the radio version was adapted for television in the UK, advertising Budweiser
beer instead of Bud Light (Bud Light is not officially distributed in the UK). The UK version maintained the same one minute format. In 2003, thirty second abbreviated versions were produced for US Television. Anheuser-Busch is reported to have spent $38 million per year airing just the radio version.
in the form of a tribute to men in overlooked professions or with humorous or eccentric traits or habits. The language is very Observational
in style, in part parodying Budweiser's earlier This Bud's for you campaign.
The advertisement is set to 1980's style anthem
ic music. The announcer (Pete Stacker) reads the mock tribute straight. Humour in part is derived from juxtaposing over-the-top vocals sung by Dave Bickler
. Sometimes these vocals are augmented by a female gospel
-style chorus. In addition to providing humour the music is an effective jingle
.
as mocking American heroism now seemed questionable. The campaign relaunched in 2002 with the title and lyrics changed from Real American Heroes to Real Men Of Genius.
however proved them to be very popular.
The ads not only received tremendous consumer response, but also won many awards including the prestigious Grand Prix for Radio at the Annual International Advertising Festival in Cannes.
The popularity of the series led to many of the commercials being traded on peer to peer file sharing
networks. Bootleg recordings
of the ads were sold on eBay
.
In 2003, Anheuser-Busch
released a collection of 20 ads on CD titled, Bud Light Salutes Real Men of Genius, Vol 1 to be sold in the company's online store Two additional volumes were released soon after. In 2005 a limited edition compilation combined all prior volumes into one release: Bud Light Salutes Real Men of Genius Volumes 1, 2 and 3.
Volume 1, Volume 2, & Volume 3 contained 20 radio spots. All versions have since gone out of print.
In late 2006, Anheuser-Busch
sponsored a comedy tour titled "Real Men of Comedy" starring John Heffron
, Joe Rogan
, and Charlie Murphy
. This tour featured the announcer (Stacker) and singer (Bickler) performing several of their famous commercials live at the beginning of the show. Stacker and Bickler performed regional versions of the spots to support Budweiser's comedy tour at radio stations and concert-sponsored venues such as Lollapalooza.
As late as 2010 American Comedy Network was producing parodies of the commercials.
, funding for the ads was cut in June 2008. At the time, Anheuser-Busch denied the cost savings were part of a defense against hostile takeover from then competitor InBev
. In July 2008 InBev successfully purchased Anheuser Busch.
158 commercials (both audio and video) are available on the Internet. In alphabetical order (of those available online):
Of the "regional" spots done by Stacker and Bickler, 6 examples exist online:
Radio
Radio is the transmission of signals through free space by modulation of electromagnetic waves with frequencies below those of visible light. Electromagnetic radiation travels by means of oscillating electromagnetic fields that pass through the air and the vacuum of space...
spots, for Bud Light beer. The campaign was originally created by Bob Winter, a copywriter at DDB Chicago
DDB Worldwide
DDB Worldwide Communications Group Inc., known internationally as DDB, is a worldwide marketing communications network. It is owned by Omnicom Group Inc, one of the world's largest advertising holding companies...
.
The ad campaign, which began in 1998 under the title Real American Heroes consisted of 12 spots. To date over 200 installments have been made. In 2001 the radio version was adapted for television in the UK, advertising Budweiser
Budweiser
Budweiser is a German adjective describing something or someone from the city of České Budějovice in Southern Bohemia, Czech Republic.Beer brewing in České Budějovice dates back to the 13th century...
beer instead of Bud Light (Bud Light is not officially distributed in the UK). The UK version maintained the same one minute format. In 2003, thirty second abbreviated versions were produced for US Television. Anheuser-Busch is reported to have spent $38 million per year airing just the radio version.
Sequence
Each sixty-second ad gives mock glorificationBathos
Bathos is an abrupt transition in style from the exalted to the commonplace, producing a ludicrous effect. While often unintended, bathos may be used deliberately to produce a humorous effect. If bathos is overt, it may be described as Burlesque or mock-heroic...
in the form of a tribute to men in overlooked professions or with humorous or eccentric traits or habits. The language is very Observational
Observational comedy
Observational comedy is a style of humor based on making remarks about commonplace aspects of everyday life. It is the most common type of humor used in stand up comedy.The humor is based on the premise of "It's funny because it's true."-External links:* *...
in style, in part parodying Budweiser's earlier This Bud's for you campaign.
The advertisement is set to 1980's style anthem
Anthem
The term anthem means either a specific form of Anglican church music , or more generally, a song of celebration, usually acting as a symbol for a distinct group of people, as in the term "national anthem" or "sports anthem".-Etymology:The word is derived from the Greek via Old English , a word...
ic music. The announcer (Pete Stacker) reads the mock tribute straight. Humour in part is derived from juxtaposing over-the-top vocals sung by Dave Bickler
Dave Bickler
Dave Bickler is an American vocalist, best known as the lead singer for the rock band Survivor from 1977–1983. His distinctive vocal was featured on the #1 U.S. hit "Eye of the Tiger". In addition to his wide vocal range, his street-wise image included a trademark beret...
. Sometimes these vocals are augmented by a female gospel
Gospel
A gospel is an account, often written, that describes the life of Jesus of Nazareth. In a more general sense the term "gospel" may refer to the good news message of the New Testament. It is primarily used in reference to the four canonical gospels of Matthew, Mark, Luke, and John...
-style chorus. In addition to providing humour the music is an effective jingle
Jingle
A jingle is a short tune used in advertising and for other commercial uses. The jingle contains one or more hooks and lyrics that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Ad buyers use jingles in radio and television...
.
2001/2 redaction and renaming
In mid 2001 Anheuser-Busch ordered another 17 Real American Hero ads be made. These ads were pulled from circulation after the 9/11 attacksSeptember 11, 2001 attacks
The September 11 attacks The September 11 attacks The September 11 attacks (also referred to as September 11, September 11th or 9/119/11 is pronounced "nine eleven". The slash is not part of the pronunciation...
as mocking American heroism now seemed questionable. The campaign relaunched in 2002 with the title and lyrics changed from Real American Heroes to Real Men Of Genius.
Release and reception
Anheuser-Busch were initially nervous of the irreverent style of the ads. Consumer testingTest screening
A test screening is a preview screening of a movie or television show before its general release in order to gauge audience reaction. Preview audiences are selected from a cross-section of the population, and are usually asked to complete a questionnaire or provide feedback in some form. Harold...
however proved them to be very popular.
The ads not only received tremendous consumer response, but also won many awards including the prestigious Grand Prix for Radio at the Annual International Advertising Festival in Cannes.
The popularity of the series led to many of the commercials being traded on peer to peer file sharing
File sharing
File sharing is the practice of distributing or providing access to digitally stored information, such as computer programs, multimedia , documents, or electronic books. It may be implemented through a variety of ways...
networks. Bootleg recordings
Bootleg recording
A bootleg recording is an audio or video recording of a performance that was not officially released by the artist or under other legal authority. The process of making and distributing such recordings is known as bootlegging...
of the ads were sold on eBay
EBay
eBay Inc. is an American internet consumer-to-consumer corporation that manages eBay.com, an online auction and shopping website in which people and businesses buy and sell a broad variety of goods and services worldwide...
.
In 2003, Anheuser-Busch
Anheuser-Busch
Anheuser-Busch Companies, Inc. , is an American brewing company. The company operates 12 breweries in the United States and 18 in other countries. It was, until December 2009, also one of America's largest theme park operators; operating ten theme parks across the United States through the...
released a collection of 20 ads on CD titled, Bud Light Salutes Real Men of Genius, Vol 1 to be sold in the company's online store Two additional volumes were released soon after. In 2005 a limited edition compilation combined all prior volumes into one release: Bud Light Salutes Real Men of Genius Volumes 1, 2 and 3.
Volume 1, Volume 2, & Volume 3 contained 20 radio spots. All versions have since gone out of print.
In late 2006, Anheuser-Busch
Anheuser-Busch
Anheuser-Busch Companies, Inc. , is an American brewing company. The company operates 12 breweries in the United States and 18 in other countries. It was, until December 2009, also one of America's largest theme park operators; operating ten theme parks across the United States through the...
sponsored a comedy tour titled "Real Men of Comedy" starring John Heffron
John Heffron
John Heffron is an American stand-up comic. Born in Detroit, he was raised in South Lyon, Michigan. He graduated from South Lyon High School and Eastern Michigan University....
, Joe Rogan
Joe Rogan
Joseph James "Joe" Rogan is an American comedian, video blogger, actor, writer, podcaster, and martial artist. He is best known for his work on NewsRadio, his work as color commentator for the Ultimate Fighting Championship, and his hosting work on Fear Factor.-Acting:In 1994, Rogan co-starred on...
, and Charlie Murphy
Charlie Murphy
Charles Quinton "Charlie" Murphy is an American actor, comedian, and writer notable as being a cast member and writer on the Comedy Central sketch-comedy series Chappelle's Show...
. This tour featured the announcer (Stacker) and singer (Bickler) performing several of their famous commercials live at the beginning of the show. Stacker and Bickler performed regional versions of the spots to support Budweiser's comedy tour at radio stations and concert-sponsored venues such as Lollapalooza.
As late as 2010 American Comedy Network was producing parodies of the commercials.
Demise
While never officially canceledCancellation (television)
In television, cancellation refers to the termination of a program by a network, typically because of low viewership and/or unfavourable critical reviews. Another reason why television programs can be cancelled is to make room for new television programs...
, funding for the ads was cut in June 2008. At the time, Anheuser-Busch denied the cost savings were part of a defense against hostile takeover from then competitor InBev
Anheuser–Busch InBev
Anheuser-Busch InBev N.V. is a Belgian-Brazilian publicly-traded company, based in Leuven, Belgium. It is the largest global brewer with nearly 25% global market share and one of the world's top five consumer products companies by EBITA....
. In July 2008 InBev successfully purchased Anheuser Busch.
List of commercials
“We had 8 spots and now it’s 160.” Said Pete Stacker in a 2006 interview. “In fact, we’re going to go into the studio later this week and do more.”158 commercials (both audio and video) are available on the Internet. In alphabetical order (of those available online):
- Mr. 21 Piece BBQ Tool Set Inventor Guy
- Mr. 80 SPF Sunblock Wearer
- Mr. After Halloween Costume Shop Salesman
- Mr. Airline Meal Chef
- Mr. Airport Baggage Handler
- Mr. All You Can Eat Buffet Inventor
- Mr. Artificial Tree Maker
- Mr. Athletic Groin Protector Inventor
- Mr. Backyard Bug Zapper Inventor
- Mr. Baseball Designated Hitter
- Mr. Baseball Encyclopedia Guy
- Mr. Baseball Stadium Glove Wearing Guy
- Mr. Basketball Court Sweat Wiper Upper
- Mr. Basketball Shoe Designer
- Mr. Bass Plaque Maker
- Mr. Bathroom Stall Dirty Joke Writer
- Mr. Beach Metal Detector Guy
- Mr. Blue Aluminum Bottle Maker
- Mr. Boneless Buffalo Wing Inventor
- Mr. Boombox Carrying Roller Skater
- Mr. Bowling Shoe Giver Outer
- Mr. Bumper Sticker Writer
- Mr. Camouflage Suit Maker
- Mr. Cargo Pants Designer
- Mr. Cell Phone Holster Wearer
- Mr. Centerfold Picture Retoucher
- Mr. Ceremonial First Pitch Thrower Outer
- Mr. Chazz Michael Michaels
- Mr. Chinese Food Delivery Guy
- Mr. Company Computer Guy
- Mr. Cruise Ship Entertainer
- Mr. Department Store Mannequin Dresser Upper
- Mr. Discount Airline Pilot Guy
- Mr. Dishonest Cable Hooker Upper
- Mr. Discount Suit Salesman
- Mr. Dodge Ball Resurrector
- Mr. Doggy Day Spa Operator
- Mr. Driving Range Ball Picker Upper
- Mr. Edible Underwear Maker
- Mr. Enormous SUV Driver
- Mr. Excited About Storms Weatherman
- Mr. Exotic Cowboy Boot Wearer
- Mr. Experimental Medications Tester
- Mr. Fake Tattoo Inventor
- Mr. Fancy Coffee Shop Coffee Pourer
- Mr. Fantasy Football Manager Guy
- Mr. Foot Long Hot Dog Inventor
- Mr. Football End Zone Painter
- Mr. Football First Down Marker Guy
- Mr. Football Stadium Streaker Guy
- Mr. Forgot Her Birthday Man
- Mr. Fortune Cookie Fortune Writer
- Mr. Frozen Turkey Helpline Guy
- Mr. Furniture Assembly Manual Writer
- Mr. Gangsta Rapper Posse Member
- Mr. Garden Gnome Maker
- Mr. Gasoline BBQ Starter
- Mr. Giant Foam Finger Maker
- Mr. Giant Inflatable Pink Gorilla Maker
- Mr. Giant Pocket Knife Inventor
- Mr. Giant Taco Salad Inventor
- Mr. Golf Ball Washer Inventor
- Mr. Golf Tournament Quiet Sign Holder Upper
- Mr. Grocery Store Cart Wrangler
- Mr. Hair Gel Overgeller
- Mr. Halftime Shooting Contest Contestant
- Mr. Handlebar Mustache Wearer
- Mr. Hawaiian Pattern Shirt Designer
- Mr. Holiday Gift Regifter Guy
- Mr. Hollywood Plastic Surgeon
- Mr. Homemade Pontoon Boat Maker
- Mr. Horse Drawn Carriage Driver
- Mr. Hot Dog Eating Contest Contestant
- Mr. Hot Stock Tip Giver Outer
- Mr. Humongous Pumpkin Grower Guy
- Mr. In the Car Nose Picker
- Mr. Indecisive Food Orderer Guy
- Mr. Indie Band Member
- Mr. Inspirational Poster Writer
- Mr. Jean Shorts Inventor
- Mr. Jelly Donut Filler
- Mr. King of the Karaoke Mic
- Mr. Kiss Me I’m Irish Pin Wearer
- Mr. Local Texas Football Legend
- Mr. Losing Locker Room Reporter
- Mr. Mail Order Bride Orderer
- Mr. Major Highway Line Painter
- Mr. Major League Infield Raker
- Mr. Male Football Cheerleader
- Mr. Male Fur Coat Wearer
- Mr. Miniature Train Modeler
- Mr. Movie Theater Ticket Ripper Upper
- Mr. Multi-Colored Sweater Wearer
- Mr. Next Day Carpet Installer
- Mr. Nosebleed Section Ticket Holder Guy
- Mr. Nudist Colony Activity Coordinator
- Mr. Office Party Over Hugger
- Mr. Outside the Stadium Peanut Seller
- Mr. Over the Top Carb Counter
- Mr. Over Zealous Foulball Catcher
- Mr. Overly Competitive Touch Football Player
- Mr. Oxygen Bar Inventor
- Mr. Parade Float Driver
- Mr. Paranoid of the Ocean Guy
- Mr. Parking Attendant Flashlight Waver
- Mr. Pathetic Phone Answering Guy
- Mr. Pet Toy Designer
- Mr. Philly Cheese Steak Maker
- Mr. Pickled Pigs Feet Eater
- Mr. Pimped Out Ghetto Car Driver
- Mr. Pit Crew Water Bottle Squirter
- Mr. Portable Toilet Cleaner Outer
- Mr. Pro Football Coach Cord Carrier
- Mr. Pro Sports Heckler Guy
- Mr. Pro Wrestling Wardrobe Designer
- Mr. Professional Figure Skater
- Mr. Professional Hockey Organ Player
- Mr. Professional Movie Extra Guy
- Mr. Professional Sports Leg Cramp Rubber Outer
- Mr. Push Up Bra Inventor
- Mr. Putt-Putt Golf Course Designer
- Mr. Radio Traffic Announcer Guy
- Mr. Rain Delay Tarp Roller Outer
- Mr. Raise The Net Before They Kick The Field Goal Guy
- Mr. Really Bad Toupee Wearer
- Mr. Really Big Golf Club Maker
- Mr. Really Big Pet Snake Owner
- Mr. Really Loud Cell Phone Talker Guy
- Mr. Really Really Really Bad Dancer
- Mr. Really Special Birthday Celebrator
- Mr. Really Stinky Breath Breather Outer
- Mr. Restroom Toilet Paper Refiller
- Mr. Rolling Cooler Cooler Roller
- Mr. Sad Country Song Songwriter
- Mr. Selfless Club Hopping Dude
- Mr. Silent Killer Gas Passer
- Mr. Souvenir Snow Globe Maker
- Mr. Sports Fan Face Painter
- Mr. Stadium Scoreboard Marriage Proposal Guy
- Mr. Super Market Deli Meat Slicer
- Mr. Supermarket Free Sample Guy
- Mr. Supermarket Produce Putter Outer
- Mr. SUV Super Stretch Limo Maker
- Mr. Taxi Cab Over-Accessorizer
- Mr. Tiny Dog Clothes Manufacturer
- Mr. Tiny Thong Bikini Wearer
- Mr. Toll Booth Collector
- Mr. Tuxedo Shop Tux Renter
- Mr. T-Shirt Launcher Inventor
- Mr. Ultimate Philadelphia Sports Fan
- Mr. Unathletic Sports Talk Radio Guy
- Mr. Underwear Inspector #12
- Mr. Used Car Lot Auto Salesman
- Mr. Way Too Much Cologne Wearer
- Mr. Way Too Proud of Texas Guy
- Mr. Wedding Band Guitar Player
- Mr. Wild Animal Taxidermist
- Mr. Wrecking Ball Operator
Of the "regional" spots done by Stacker and Bickler, 6 examples exist online:
- WGN Morning News/Drake the Napping Camera Man
- Mile High Denver Broncos Football Fans
- All You St. Louis Rams Fans
- Mr. Really Big Houston Texas Football Fans
- Mr. Titans Upper Deck Seat Holder Guy
- Mr. C Store Retailer of the Year Guy (This appears to be a spot commissioned by 7-11)