. The ad would run as follows:
Two neighbors, a Bud drinker and a non-Bud drinker are watching the World Cup in their own homes with their friends. In the final seconds of the game a goal is scored and both households go crazy with excitement. Amongst all the cheering the neighbours look out their windows and see the other and come to the window. The bud drinker than inquirers what the non-Bud drinker is doing; He responses "watching the game, drinking a ...." . The Bud drinker unable to hear his neighbour replies "What?". Just then the non-Bud drinker turns his back and brand X beer is revealed, upon seeing this the Bud drinker shakes his head and slams his window; the non-Bud drinker turns back to see the closed window and is confused as to what just happened. The screen than goes black and the word "TRUE" pops up in bright bold letters. (for details and story-board, see Appendix A)
We recommend this advertisement because it reinforces the Anheuser-Busch philosophies and emphasizes the importance of being "true" to the Budweiser band. The setting of the commercial is easily related to everyday life and will be the atmosphere of many homes during the World Cup series. We hope to draw in our target market by establishing this familiar setting in hope that the consumer will associate their definition of a good time with Budweiser.
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