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Sunday
Jun252006

Real Men of Genius wins Radio Grand Prix - again

I've said it before and I'll say it again...I think this whole campaign - both the radio and television - is genius. It's just picked up another Radio Grand Prix at the Advertising awards in Cannes.

"Real Men of Genius is a popular long-running humorous series of American radio advertisements for Bud Light beer created by copywriter Bob Winter. Each ad is sixty seconds in length, and pays mock tribute to an "unsung hero" (all of whom are male). The series began in 1999 and was originally called "Real American Heroes". The name was changed after the 9/11 attacks, as the Budweiser corporation felt that they could not continue to use the term "hero" in that context after so many people had performed genuine acts of heroism.

As of 2005, over 100 installments in the series have been produced. Winter's campaign has since become the most award-winning radio campaign in the history of advertising. Television versions have also been produced of some of these spots.
The ads feature a somber-but-sarcastic announcer (Pete Stacker) and an unctuous rock singer who echoes the announcer's sentiments over schmaltzy "dramatic" piano music. The rock singer's vocals are by one-time Survivor singer David Bickler, not the band's founder and frontman Jim Peterik as is often reported. Bickler was a personal friend of the musician who wrote the "cheesy '80s music" used in the commercials. A female chorus also appears on many of the ads.

The popularity of the series, which is seen as a parody of 1980s beer advertising (including Budweiser's own from that era), has led to many of the commercials being traded on peer to peer file sharing networks. There were a few sites on the internet that had most of the ads in MP3 format. Sometime around August 2005 the owners of these sites were sent a letter from Anheuser-Busch asking that the advertisements be removed." - more at wikipedia

You can listen to the radio ads here - Real Men of Genius Radio Campaign and if you want to have a shot at making your own parody...here's the music bed and a template for the script - Make your own radio spot

There's 51 radio spots at that link -

1. Mr. Fancy Coffee Shop Coffee Pourer
2. Mr. Bumper Sticker Writer
3. Mr. Chinese Food Delivery Guy
4. Mr. Footlong Hot Dog Inventor
5. Mr. Really Bad Toupee Wearer
6. Mr. Giant Foam Finger Maker
7. Mr. Underwear Inspector No. 12
8. Mr. Over The Top Carb Counter
9. Mr. Dishonest Cable TV Hooker Upper
10. Mr. In The Car Nose Picker
11. Mr. Movie Theater Ticket Ripper Upper
12. Mr. Push-up Bra Inventor
13. Mr. Way Too Much Cologne Wearer
14. Mr. Next Day Carpet Installer
15. Mr. Furniture Assembly Manual Writer
16. Mr. Really Stinky Breath Breather Outer
17. Mr. Really, Really, Really Bad Dancer
18. Mr. Cruise Ship Entertainer
19. Mr. Over-Zealous Foul Ball Catcher
20. Mr. Ceremonial First Pitch Thrower Outer
21. Mr. 80 SPF Sunblock Wearer
22. Mr. Backyard Bug Zapper Inventor
23. Mr. Jean Shorts Inventor (Jorts)
24. Mr. Paranoid of the Ocean Guy
25. Mr. Gasoline BBQ Starter
26. Mr. Tiny Thong Bikini Wearer
27. Mr. Department Store Mannequin Dresser Upper
28. Mr. Supermarket Produce Putter Outer
29. Mr. Mail Order Bride Orderer
30. Mr. Pontoon Boat Maker
31. Mr. All You Can Eat Buffet Inventor
32. Mr. Golf Ball Washer Inventor
33. Mr. Putt Putt Golf Course Designer
34. Mr. Nosebleed Section Ticket Holder Guy
35. Mr. Restroom Toilet Paper Refiller
36. Mr. Discount Airline Pilot Guy
37. Mr. Pickled Pigs Feet Eater
38. Mr. Gangsta Rapper Posse Member
39. Mr. King of the Karaoke Mic
40. Mr. Outside The Stadium Peanut Seller
41. Mr. Driving Range Ball Picker Upper
42. Mr. Tiny Dog Clothing Manufacturer
43. Mr. Major Highway Line Painter
44. Mr. Humongous Pumpkin Grower Guy
45. Mr. After Halloween Costume Shop Salesman
46. Mr. Frozen Turkey Helpline Guy
47. Mr. Pet Toy Designer
48. Mr. Airport Baggage Handler
49. Mr. Silent Killer Gas Passer
50. Mr. Boneless Buffalo Wing Inventor
51. Mr. Really Loud Cell Phone Talker Guy

O.K. - so which one's your favourite and why? And can you think of any to do? I'm thinking Mr Fairy Bread Inventor, Mr Slice & Dice Vegetable Cutter Machine Maker, Mr 3 Pyramid Feature for 20 Free Spins on the Poker-Machine Inventor, Mr Scented Surfboard-Wax Inventor and I can't remember what they were called, but those tummy flattener things they flogged by the container load on Telly. And maybe Mr Inventor of the Fold-Up Scooter.

More links here - theravyn (thanks to Adland)

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Reader Comments (2)

The people behind those ads are all great guys too.
June 26, 2006 | Unregistered CommenterDavid Wen
I'd like to see (hear) Mr. Zamboni Driver
May 15, 2007 | Unregistered Commenterejvogie

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