Anheuser-Busch Companies: Genuine Bud Man campaign
William D. BaueOverview
On December 8, 1986, the Anheuser-Busch Companies launched a new Budweiser campaign under the theme "Genuine Bud Man," created by the brand's long-standing ad agency, D'Arcy Masius Benton & Bowles (DMB&B) of St. Louis. The title picked up on advertising dating back to the late 1960s, when a caped, masked cartoon character named Bud Man (in the spirit of Batman and Superman) was created. Though the new campaign tied in obliquely to the equity of the cartoon name, the campaign itself stood alone, featuring "young men in this series of...