unique visitors since July 27, 2005

August 17, 2005

Real Ads of Genius


I listen to a good amount of radio, so I hear a lot of ads.  90 percent of them attempt humor; almost every one of them fails.

Genius But I can't think of a radio ad campaign that succeeds, and does so more consistently, than Bud Light's "Real Men of Genius" series.  [link can be a little slow]

The ads follow a basic pattern: An authoritative announcer booms, "Bud Light presents: Real Men of Genius."  A male vocalist echoes, "Real Men of Genius."  The announcer tells who we're saluting today, a genius such as "Mr. 80 SPF Sunblock Wearer," which the singer again echoes, cramming all the syllables into the song's meter, no matter how awkward.

This back and forth continues as we learn what makes the genius du jour so laudable, usually punctuated humorously by backup singers who sound like the female component of "Tony Orlando and Dawn."

It is seldom that radio commercials give me something to laugh aloud at.  "Real Men of Genius" is a dizzy, inspired treat.