It's not every day that a public service announcement about drunk driving gets 15 million YouTube views in less than a week. But Budweiser and its parent company Anheuser-Busch struck a powerful chord with its newest ad, timed for the company's annual "Be(er) Responsible Day."

A PSA That Doesn't Look Like a PSA

"Friends Are Waiting" features the classic relationship: man and his canine best friend. The first half of the one-minute ad simply shows the two playing and bonding together, with no trace of anything that would signal "PSA." Then at the halfway-mark, the twentysomething man goes out with friends, carrying beers, while the camera stays at home with the dog. And the dog waits, and waits. It gets dark, then the screen somberly says, "for some, the waiting never ended."

Make A Plan To Make It Home

But just before your heart completely breaks, it's suddenly morning, and our responsible gentleman comes home. Apologizing to his friend, he says, "I decided I shouldn't drive home last night, I stayed at Dave's." The ad calls upon viewers to "make a plan to make it home." The emotional gut punch quickly followed by the happy ending does the trick and gets the message out. Let's hope the message sticks.
  • Year : 2014

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