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Budweiser - Survival

January 25, 1998 | :30

Bud’s popular, sprawling swampland series of ads began with Super Bowl XXIX in 1995, where D’Arcy Masius Benton & Bowles started it all with a spot starring monosyllabic frogs ("Frogs"), before the premise was picked up by DDB for Super Bowl XXX in 1996 ("Winter") and Goodby Silverstein & Partners for this 1998 sequence.

The series here suggests that the frogs are endangered, to say the least, but ultimately the assassination attempt in “Bad Day to Be a Frog” (No. 2 on that year’s USA Today Ad Meter) would lead to a public service announcement from Louie the Lizard ("Louie's PSA").

The characters had one more Super Bowl in them, coming back in 1999 for a series of send-off spots, again courtesy of Goodby (starting with "Frogs Fired").

Director: Tom Routson. Production company: Innervision Studios. Producer: Leslie Kahan. Creative Director: Jeffy Goodby. Copywriter: Steve Dildarian. Art Director: Todd Grant. Agency producer: Cindy Epps. 

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandBudweiser
  • Year1998
  • AgencyGoodby, Silverstein & Partners
  • Superbowl #XXXII
  • Quarter airedQ1