Momentum Wordlwide revealed one of the cuter safe drinking PSAs you’re likely to see for Budweiser last Friday, timed to coincide with Global Be(er) Responsible Day.
The ad continues Budweiser’s affiliation with cute dogs (as seen in Anomaly’s “Puppy Love” Super Bowl spot). In “Friends Are Waiting” we are introduced to a man and his companion, a yellow lab, through a montage of the dog growing from a puppy to an adult. We then see the man leave with a group of friends, six pack of Budweiser in hand, telling the dog he’ll see him later. The lab waits patiently all night, accompanied by the text, “For some the wait never ended. But we can change that.” Then the man returns home to a very excited dog, explaining that he spent the night at a friend’s house, followed by the message, “Make a plan to make it home. Your friends are counting on you.”
It’s a pretty adorable approach to the overly familiar safe-drinking PSA, and sure to have dog owners of all stripes teary-eyed. By taking a different angle on the subject, and appealing to people’s natural love of their pets, it just may be memorable to make an impression and get dog owners to make safer drinking choices. Momentum is supporting the spot with the #friendsarewaiting hashtag, in an effort to help spread the message.