Necessary Media partnered with creative agency VaynerMedia to direct a series of ad spots for Budweiser’s national “Undercover Budweiser” campaign. We used hidden cameras to capture real Americans enjoying a cool new brew at local hotspots across the country — only to discover it was Budweiser all along.
Despite high brand awareness, 44% of 21 to 27-year-old Americans had never tried Budweiser. We created this campaign as an opportunity for Budweiser to be judged on its own merits: high quality ingredients, a 140-year-old recipe, and a smooth, crisp taste.
Lani Neumann, executive director of Necessary Media, brought those “Brewed the Hard Way” values to life in these blind taste tests tailor-made for a 21st century ad. The campaign ran throughout the U.S. and it was so well-received, it even became a finalist in the video category of the 8th Annual Shorty Awards!