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[VIDEO] Budweiser's New Drunk Driving Prevention PSA is a Poignant Heartwrencher

If you’re the kind of person who can’t get through an ASPCA ad without tearing up, then brace yourself for Budweiser’s new digital campaign for responsi...

Frazer Jones
|Sep 21|magazine5 min read

If you’re the kind of person who can’t get through an ASPCA ad without tearing up, then brace yourself for Budweiser’s new digital campaign for responsible drinking and drunk-driving prevention. Its “Friends are Waiting” video, launched on September 19 for AB InBev’s 5th Annual Global Be(er) Responsible Day, focuses not on the lives that could be lost by drunk driving but on the loved ones that you could end up leaving behind.

“Friendship, camaraderie and enjoying great times are at the heart of Budweiser’s most popular campaigns, and this video maintains that tradition but with an unexpected twist,” said Brian Perkins, vice president, Budweiser, in the brand’s press release launching the video. “Budweiser is known for connecting with beer drinkers in memorable ways, and our efforts to promote responsible drinking through this video are no exception.”

The video is tailored to catch the attention of Millennials in a couple of ways. According to AB InBev, part of the appeal is its launch on social media, allowing it to be easily consumed and shared. We would add that, in an era where young people are having children at a later age, focusing on the bond between a young adult and his pet is that much more relatable and emotional for viewers in the 21-27 target demographic.

“Budweiser has long championed the message to ‘designate a driver and enjoy the great times,’ but this video goes a step further to reinforce the importance of making a plan to get home safe while showing how our decisions impact those around us,” adds Kathy Casso, vice president, Corporate Social Responsibility, Anheuser-Busch. “Creating this video to live – and be shared – digitally is an important way to keep the momentum going and reach as many adults as possible.”

It’s a smart strategy, and it’s obviously working – the video has already racked up millions of views on Youtube over the weekend. So check it out, just make sure you’re ready for this heartrending (and – spoiler alert – ultimately uplifting and heartwarming) roller coaster of emotions.