A dalmatian’s ears and chops flutter in the breeze, backed by the simple, sublime sound of Bob Dylan’s Blowin’ in the Wind. It’s an appealing opening to this unhurried, single-shot ad from Budweiser.
The camera pulls back from the faithful hound, revealing it’s perched atop a horse-drawn cart. As the song continues we veer through a field of soft-blown barley. It could be a scene from Bud’s early days of brewing, back in 1876, but as the camera soars it reveals a landscape tastefully enhanced by wind turbines. ‘Every Budweiser is now brewed with 100% renewable energy’, we’re told.
We could live without the clumsily branded cart (and dog collar, for that matter), but this is a powerful message delivered eloquently – sincere without being schmaltzy.