Real Men of Genius

March 7, 2010 | add comment

When I moved to New York in 2003, I had the privilege of working for the man who invented the Hamburglar (and went on to run DDB Worldwide). Keith Reinhard hired me to intern with Business for Diplomatic Action. During that time he encouraged me to pursuit my interest in copywriting, the field he started out in. I drafted a handful of radio spots for the Bud Light “Real Men of Genius” campaign that DDB Chicago ran at the time. A few worth sharing: Mr. Proverb and Cliché Reciter, Mr. Air Guitar Player and Mr. Neighborhood Dog Walker.

BUD LIGHT PRESENTS…MR. PROVERB AND CLICHÉ RECITER

Bud Light presents Real Men of Genius.
Background vocals: Real Men of Genius

Today we salute you, Mr. Proverb and Cliché Reciter.
BV: Mr. Proverb and Cliché Reciter

You’ve got a way with words, even if they’re not your own.
You say a rolling stone gathers no moss. Have you ever seen a stone roll?
BV: Such wise words

Like an endless bowl of fortune cookies, you’ve got an answer for everything.
You can have your cake and eat it too. But when would you ever not eat your cake?
BV: Oh! That cake is tasty

Sure, curiosity killed the cat. But did it ever so much as scratch the people?
BV: Back off crazy cat

So crack open an ice cold Bud Light, man of borrowed expressions.
Because when life throws lemons, you may not make lemonade, but you’ll tell others to.
BV: Mr. Proverb and Cliché Reciter

Bud Light Beer. Anheuser-Busch. St. Louis, Missouri.

BUD LIGHT PRESENTS…MR. AIR GUITAR PLAYER

Bud Light presents Real Men of Genius.
Background vocals: Real Men of Genius

Today we salute you, Mr. Air Guitar Player.
BV: Mr. Air Guitar Player

You don’t sport a leather jacket. Nor do you wear assless pants. You don’t even own a guitar. Yet somehow you’ve become the world’s biggest rock-n-roller.
BV: Living in a dream

So what if you never made the high school band? Nobody knows you’re tone deaf now, music man.
BV: Play on!

You don’t know how to play an E chord because you don’t need to know how to play an E chord.
BV: Keep playin’ on!

So crack open an ice cold Bud Light, Johnny B not so good.
Because when the jukebox kicks in, that tavern is a one-man stage starring you. Did somebody say “encore”? I’m afraid not.
BV: Mr. Air Guitar Player

Bud Light Beer. Anheuser-Busch. St. Louis, Missouri.

BUD LIGHT PRESENTS…MR. NEIGHBORHOOD DOG WALKER

Bud Light presents Real Men of Genius.
Background vocals: Real Men of Genius

Today we salute you, Mr. Neighborhood Dog Walker.
BV: Mr. Neighborhood Dog Walker

They say dog is man’s best friend. With seven poodles to your left and two cocker spaniels to your right, you’re the most popular man in town.
BV: Man’s bestest friend

Your office is a tree-lined park. Your restroom is a fire hydrant. And your briefcase? A plastic baggy.
BV: Don’t forget the baggy

Thanks to you, Scamp no longer does his business on the living room floor.
BV: Good dog, Scramp

So crack open an ice cold Bud Light you keeper of the canines.
Because while your buddies prefer milk bones, you fancy the fresh, smooth taste of Bud Light.
BV: Mr. Neighborhood Dog Walker

Bud Light Beer. Anheuser-Busch. St. Louis, Missouri.

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