By Amanda Pape
How nice would it be to have your dog fetch you an ice-cold beer every time you called its name? That’s just what the insanely adorable rescue dog named Weego did in one of Bud Light’s 2012 Super Bowl ads. Weego isn’t your average dog either, he’s a rescue dog. It’s no secret that Bud Light did it right using humor and an unforgettably cute animal to draw people in. Not only advertising their beer, but advertising an awareness for rescue animals as well.
The commercial starts out with a man holding a Bud Light bottle, petting and thanking his dog when his friends walk into his backyard for a barbeque/party. He introduces his new rescue dog named Weego to his friends who are slightly confused about why he would choose such an interesting name for his pet. They are given their answer when one friend calls the dog over, “Here Weego!” The pup runs over to the kitchen, pops open the fridge, fetches a Bud Light, and brings it to his proud owner’s friend. Amazed, the other friend calls the dog who then fetches him a Bud Light as well. The commercial then shows Weego the rescue dog getting Bud lights for everyone who calls his name, whether intentionally or unintentionally. When a big crowd walks in, Weego even comes rolling out on a keg. The Bud Light Logo eventually pops up and says, “Here we go.” The commercial finishes off with the dog pushing a cooler that says, “Help rescue dogs” on it and a link to Facebook underneath that leads you to a page that donates a dollar to a rescue dog foundation for every, “Like” that it receives.
The use of the rescue dog in the commercial not only benefitted Bud Light, but rescue foundations around the world as well. The commercial uses humor, cleverness, and cuteness in order to draw viewers in. By naming the dog “Weego,” whenever he is called, “Here Weego,”translates to Bud Light’s campaign slogan at the time: “Here we go!” The rescue dog is put in the commercial as a symbol of friendliness, comfort, and satisfaction, emotions that they want their viewers to feel when thinking of Bud Light. This encourages people to think of Bud Light as a company that supports a good cause.
The actors used in the ad are all good-looking and in their twenties. Everyone seems to be happy and enjoying themselves. This implies to the viewer that if they drink Bud Light, they will be young, attractive, and happy just like the people in the ad. The commercial also implies a sense of masculinity, enforcing the stereotype that men drink beer and men can often be lazy, so a dog that brings them beer solves their problem. Despite its slight implication of masculinity to the product, the ad also has attractive young women shown drinking Bud Light, which makes the beer look more desirable for both genders. Even though the ad doesn’t tell the audience much about Bud Light, the use of the dog and happy people in the advertisement cause its viewers to feel content about the Bud Light brand.
With young, attractive actors in their commercial, Bud Light is targeting people around the same age group. This suggests that it’s the norm to go to a party and drink Bud Light with your friends. It gives people the idea that in order to fit in, they must do exactly that. Bud Light was successfully able to make a memorable, funny, and affective ad. It costed 3.5 million dollars for every 30-second ad in the 2012 Super Bowl and Bud Light’s ad was one minute long. The commercial came in 2nd place in USA Today’s Facebook Super Bowl Ad Meter. The commercial also generated a quarter of a million dollars for Tony La Russa’s Animal Rescue Foundation, ARF. And of course, no one can forget an adorable dog that can fetch them an ice-cold Bud Light.