46 million views of a video released less than a month ago is not a bad return, even if it’s a high rolling Super Bowl ad.
You know the one I’m talking about – Andrex puppy meets big old horse made for Budweiser, and word play messing with the idea of buddies; which leads us to the cringe-worthy hashtag #BestBud.
The link to the brand might be strainingly tenuous, but I liked it; I know it’s a full on American schultz fest but it has the great merit of being story led.
This, like other memorable viral ads, John Lewis The Journey and The Bear and The Hare, takes you on a neat emotional journey that leaves a warm glow. And with not a can of beer in sight, the Budweiser video is full of sentiment that rubs off on the brand.
Despite the technological distribution and camera revolutions that are changing how we conceptualise video, nothing beats narrative structure to give the message in a video coherence.
Stories are still the best device humans have for communicating ideas.