Budweiser:
Lost Dog
Ad
Analysis
By
Christabella Melitia Christie
UWP 23 Section 14
Professor Crosby
BUDWEISER “LOST DOG” DESCRIPTION
This is a 61-second commercial for Anheuser-Busch InBev. This commercial is
trying to attract customers with its beers. The commercial was published on
January 28, 2015 but was aired on February 1, 2015 during Super Bowl XLIX.
The song started as slow and sad but then it gradually changes from slow to
happy.
The commercial takes place in the farm and it begins with the man bringing his
Clydesdale back to its own cage unexpectedly; the man found his dog hiding in
the hay and the dog started running. The puppy ran to a horse’s cage attached to
the truck. But the driver didn’t realize that the dog was back there. When the
truck stopped, the dog ran away to an abandoned warehouse. Meanwhile the
owner is putting up flyer for his lost puppy. The puppy hides inside a box
because it was raining. The puppy seemed lost and sad. The puppy ran back and
saw the Clydesdales in a barn. But then, the puppy saw a wolf that wants to eat
him. The puppy was crying for help and the Clydesdales brings its own army to
protect the puppy from the lone wolf. The puppy starts barking when the four
Clydesdales are running toward the dog. The owner looks at the window and
saw his four Clydesdales along with his dog running back to the farm. The owner
is happy when his horse Clydesdales brought his dog back home. The puppy was
happy that he found its way back home. Below is the link to the commercial.
https://www.youtube.com/watch?v=xAsjRRMMg_Q
According to Jib Fowles, advertisements need to have 15 basic appeals that he
listed from “Mass Advertising as Social Forecast.”.
APPEAL 1: NEED TO NURTURE
According to Jib Fowles “Mass Advertising as Social Forecast” mentions that the
need to nurture means that every time you see a puppy or kitten or a child, the
appeal is to your paternal or maternal instincts.
This commercial is a perfect example of need to nurture because the owner acts
upon his “paternal” instincts toward the dog. The Clydesdale horse and the owner
look out for the dog. When the puppy ran away from the farm, the owner was
worried and started looking for the puppy, but then when the owner starts losing
hope on finding his puppy, the puppy found its way home. He feels that it is his
duties to watch over his animals so when the puppy ran away from the barn, the
owner starts looking for his puppy and bring him back home to where he
belongs.
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APPEAL 2: NEED TO FEEL SAFE
According to Jim Fowles “Mass Advertising as Social Forecast” mentions that
the need to feel safe which means that to be free from threats, to be secure is the
appeal of many insurance and bank ads.
This commercial uses need to feel safe because the Clydesdales was protecting
the puppy from threats that the horse sees the wolf. The Clydesdales knew what
it needed to do to make the puppy feel secure and safe. In the end, the four
Clydesdales end up saving the puppy from serious trouble when it is needed. The
Clydesdales showed bravery by saving the puppy from getting eaten by the lone
wolf.
APPEAL 3: NEED FOR GUIDANCE
According to Jim Fowles “Mass Advertising as Social Forecast” mentions that
the need for guidance which means that a father or mother figure can appeal to
your desire for someone to care for you, you won’t have to worry.
When the puppy ran away from the barn and the owner was worried and started
looking for the puppy by asking the truck driver that the owner thinks the truck
driver might have his puppy on the back of truck but then the truck driver said he
hasn’t seen it. The owner puts up “Lost Dog” flyer over the town. The owner was
worried and sad that his puppy has gone missing. The owner showed guidance
toward the puppy because the love that the owner gives is undeniable.
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CONCLUSION
This commercial is a sequel to last year’s commercial “Puppy Love.” The
animals star brings out an emotional story about friendship. Budweiser vice
president Brian Perkins when he makes the commercial, he wants to tell a story
that all of us can relate to. “Lost Dog” has earned the most-shared Super Bowl ad
of 2015 and earned 2,168,530 shared across Facebook, Twitter, and blogs.
The reason why Budweiser chose Clydesdale and puppy for their commercials
because Clydesdale symbolizes Budweiser beer, but they also symbolizes as
living embodiment of America’s great industrial spirit. Budweiser Clydesdale
received its own mascot: Dalmatians. This spotted dog serves as friend and
companion to the team.
Overall, the commercial is successful and brings attraction to its customers
because the commercial is emotional. Even though the commercial was able to
attract a lot of viewers. Budweiser has succeeded with its audience when they are
trying to tell friendship story between Clydesdale and puppy. Budweiser is trying
to make their viewers “crying in your beers” which they succeeded.
REFERENCE
Fowles, J. (2009, October 19). Advertizing's 15 Basic Appeals (by Jib
Fowles). Retrieved February 23, 2015, from
https://venturaenglish02fall09.wordpress.com/advertizings-15basic-appeals-by-jib-fowles/
Super Bowl Commercials: Budweiser's "Lost Dog" Ad, Movie Trailers
Among Most-Shared. (n.d.). Retrieved February 23, 2015, from
http://www.hollywoodreporter.com/news/super-bowl-2015commercials-budweiser-769154
Siegel, A. (2015, January 28). Budweiser's adorable 'Lost Dog' Super
Bowl commercial premieres. Retrieved February 23, 2015, from
http://www.khou.com/story/sports/nfl/superbowl/2015/01/28/budw
eisers-adorable-lost-dog-super-bowl-commercialpremieres/22460771/
Clydesdales History | Budweiser. (n.d.). Retrieved March 3, 2015, from
http://www.budweiser.com/clydesdales/history.html
Budweiser Super Bowl XLVIII Commercial-Puppy Love [Motion picture].
(2014). USA: Budweiser.
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