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Bonding with Budweiser

Posted: October 13, 2014, 2:20 p.m.
by Brittany Downey.

It happens every time… Those Clydesdales run onto your television screen, the yellow Labrador whimpers, and our eyes water. Budweiser gets us. The company knows just what it takes to make us squirm — in a good way.

Just in case you missed it, Budweiser did it again and released an exclusive, digital video of the company’s fifth celebration of “Global Be(er) Responsible Day,” complete with man’s best friend. The advertisement, called Friends Are Waiting, depicts the classic owner and dog timeline but makes a stop to emphasize the sadness one pup would feel without his forever friend. The message to make it home safely ends with this dog’s friend coming back but first leaves the audience with the possibility of the front door never opening.

A little background
The storyline goes hand in hand with Budweiser’s latest headlining advertisements. Audiences were moved to tears in 2013 with Budweiser’s Brotherhood commercial, followed in 2014 by Puppy Love.

“Puppy Love” alone has pulled more than 50 million YouTube views since its airing during the 2014 Super Bowl. With those numbers, it’s no surprise Budweiser went back to its star tactic to really make a difference. In a press release for the ad, Budweiser’s Vice President Brian Perkins confirmed that connection, saying “Budweiser is known for connecting with beer drinkers in memorable ways, and our efforts to promote responsible drinking through this video are no exception.”

The side effects
Budweiser really caught its tail with the animal theme, and its use of the theme to make a difference has completely pulled on the heartstrings of social media users. The video, only available online, is accessible to viewers of all ages despite the restrictions that block the company’s website to Web surfers under the age of 21. With more than 3 million views already on YouTube, it seems that the after effect of “Friends” is just the buzz Budweiser was looking for.

As users continue to share the link, Budweiser gains more and more street cred in the world of corporate responsibility — and brownie points from those animal lovers who love to see that yellow lab welcome home his best friend. Someone give the Budweiser puppy a treat.

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