Yes, I know the purpose of Word Wrestle allegedly was to help you navigate through grammar, use the right word for the right purpose, and generally avoid hacking off the CWC (which, as you know, can have dire consequences). But this week? Let's combine two of our favorite things, word wrestling and commercials, for a bit of a grin.
There's a Bud Light ad on Blackhawks radio that has my new favorite commercial line:
"Will Bud Light make your team play better? No. Because that's not how beer works."
Every time I hear that, I crack up. It's delivered in a perfectly straightforward style, by a spokesman who's clearly enamored of beer...but who also knows its place. :-)
Bud Light isn't the best beer in the world. Some people think it's not really "beer" at all (I'm looking at you, IPA-micro-brewery-fans-of-beers-with-stuff-in-them-God-probably-never-intended-beer-to-contain). Some people claim it's undrinkable, watered-down, and generally otherwise not worth using for much other than, maybe, cleaning out the garbage disposal. That's not MY opinion, necessarily...but it's some people's.
But the beauty of this company's product--and its ads--is that it doesn't CARE. It's just out to put the beer in your mind as an option for "the big game," and give you a smile or two.
And this isn't the first time Bud Light has come out with commercials that are actually witty. Which, IMHO, puts them head-and-shoulders above about 98% of the advertising out there.
Although beer doesn't make our writing better--because, again, THAT's not how beer works, either--there are plenty of things beer DOES work quite well to do. On a hot day, at a baseball game, very few things taste better.
In the meantime, there's at least one ad out there that I can actually enjoy--every single time. And that's something any agency ought to get kudos for.