EOC Week 5: Superbowl Ad

•     The nature of the brand or group: This ad by Budweiser reflects the spirit of the brand. The ad depicts a fawn and the cartaker who becomes quite attached until he sells the young Clydesdale to the Budweiser Clydesdale group. He goes to a parade in which he knows the horse will be marching in and becomes wistful at sight of him. He is about to leave when out of nowhere the Clydesdale comes running full speed to see him and they embrace. The ad is entitled "Brotherhood". The brand Budweiser is based on the commroderie of drinking beers. It is the spirit of brotherhood when drinking their products that they are refering to.
• The goals of differentiation and distinction: The Budweiser brand is differentiating themselves by storytelling. They never show the actual product but do show the brand and the different aspects of that brand. It becomes more of a lifestyle instead of just a product. It manipulates the public by envoking an emotional response. We all know what it is like to have to let go of something we love and then the immense joy of being reunited. It is with this emotional tug on the heartstrings that the advertisement becomes effective.
• The target audience: The target audience is a large public. Obviously, because the product is only intended for those twenty-one and older, the brand aims to appeal to men with a spirit of brotherhood. Every man knows the meaning of commroderie and have a special band of brothers. Budweiser drives this point home by replacing traditional friends with a very special fawn. This also appeals to women who love to see cuddly animals and special bonds between animals and humans.
• Positioning: The Budweiser brand has strategically placed their ad on the best program of the year in which hundred of millions of household will be watching. This gives them the most public platform in which to sell their product. They wanted to create an emotional tie to their product and it was effective because there were thousands of tweets immediately after the ad was ran.