For Father's Day, Have a Beer with Dad

From Brandweek

Dads Saluted in Beer Industry Promo Effort
June 09, 2006 NEW YORK – The Anheuser-Busch-backed beer support group, "Here's to Beer," has rolled out another series of promotional spots, this time saluting the bond between fathers and their children. The new TV spot features award-winning broadcaster Joe Buck reminiscing about his father, legendary Hall-of-Fame broadcaster Jack Buck. The ad combines commentary from Joe Buck interspersed with historical footage and Buck family photos. Creative is by St. Louis-based Waylon, and the spot was produced by Park Productions. The ad will air throughout June on both broadcast and cable during high-profile sporting events including the World Cup, U.S. Open, Stanley Cup finals, NBA Finals and select MLB games. The trade group will also run a special print version of the ad in USA Today on Friday, June 16, in honor of Father's Day. "Getting together for a beer is a great way for fathers and their adult sons and daughters to celebrate the day, share stories and create new memories that will last a lifetime," Bob Lachky, evp-global industry development, Anheuser-Busch, said in a statement. "These new ads are a unique way to honor fathers and convey beer's place in family celebrations." In conjunction with the ads, "Here's To Beer" is hosting a consumer contest called "Who Would You Have a Beer With?" at HeresToBeer.com. In the first phase of the contest, entrants nominated anyone—famous or unknown—and provided 50 words or less to make their case. Five finalists will be selected to receive a video camera to record their stories, which will be posted on the Web site. Beginning July 24, consumers can visit HeresToBeer.com to vote on their favorite video. The creator of the winning video will receive a trip for four to the ultimate destination for beer lovers, Oktoberfest in Munich, Germany.