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Anomaly founding partner Mike Byrne and Anheuser-Busch's GM of Clydesdales operations Jeff Knapper on the development and success of the Super Bowl ad...
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-- -- It goes on and gets about joining us now the man who made that at his name is mine book -- talk.
The New York based marketing and have them anomaly congratulations.
-- much you go -- to him.
That's gonna give it did on you know -- a slight watering of the eyes that of the they point out yet that was.
That's it human looking -- of its -- happening yeah you you wanted that absolutely.
Absolutely.
Always take us through the creative process.
Did you sit down with the team and sort of just shoot it out give -- ideas about how historically it it's it's starts really with the Budweiser team seamless and they sort of lay the strategic got a ground work that way -- -- -- -- that bought ones that's well I use the -- agents not not -- client.
That's the client correct and but we also work with -- -- that process as well it's a very collaborative process you don't get to work like that -- -- -- that -- And then we we take that strategic vision that they've laid it laid down and we begin team you know.
Go into the think tank.
Okay I'll start to stretch our brains and whose head who was the first hostess baby halts its a win huge you know I don't it it was a it was a very small team an anomaly I don't.
Remember.
What I do remember is you look at the lineage of clients that Budweiser -- joke commercials from the past.
And it's it's intimidating because you there's been so many great commercials -- you have to go -- they've done that -- did that only did this one.
And that I think at some point eight we came to this notion of what we've never told the story of the BB cards -- to the -- which is a four year process.
Just like making a bottle of bud is a forty day process so there's a nice parallel there.
We want to do something strong for the brand that something emotional for the brand.
Any sources represented you know quality craftsmanship their stoic.
There's so much you know they're treated like royalty resources.
You know there's so many other.
Our patents and that were not successful you're -- but did you decide to go after that optimism and hope theme also I think it's Stevie Nicks and there because she's very for.
Tactic that -- music.
Depth on this and hope team is really -- The brand and how we feel about the plan and we think about the brand how the Budweiser consumer thinks about the -- He Stevie Nicks and you know we showed -- the spot and she has never ever ever ever.
And -- pretty in fact about I'm not giving you any in my music.
Although a second and that was she's -- -- she didn't want.
Music used in an iPad now that you went ahead and made the ad anyway venue showed it to correct and melted odds I think so that's how it -- -- -- so.
Just as the song out of our hearts and then the other into -- you wanna.
You would never want to put something in front of her that didn't live up to the song -- I have to tell you might that this is a financial program so I have to ask a financial question right.
You couldn't you couldn't get -- music for free.
You must've paid a -- like.
For the use of that news -- all -- do is worry about that is our about the money.
So you can I -- -- the money we don't be in big trouble but so yeah I -- you don't worry about it but it wasn't a million books it was a lesson -- you know what -- to have no idea but I don't even that's that's if we is that my producer was here he would he can give you all the details but he wouldn't that it they would probably wouldn't you wouldn't get expelled -- I think.
Idea and its agencies that piece on the Internet they have been around for awhile with a baby these guys -- -- -- Absolutely line yes amazing they didn't -- they go back into -- I don't know that's often than not that.
I think everyone's saying that you know and then that's sort of reminded me that they -- a baby lion the -- -- I really poignant after -- out -- -- we sort of came to this this place.
Somebody that he mentioned that we and then we all remembered seeing it's a -- sub consciously that was there.
Okay we understand that this is a perfect Segway human systems segment -- let's go to the baby usual apparently -- it.
Joining -- now is Geoffrey Napa he's the general manager of -- -- operations -- Budweiser Jeff welcome to the program.
We've got with as the man who made the -- that you all the man who brought forth the baby holds Telus go through it -- -- -- Well it was definitely a team effort that's for sure but.
Yeah we we had quite a crew working on the process and when the idea came out in October we all sprung into action.
We had about ten different horses what we consider hero horses that were being trained.
And booked in -- bill warm springs ranch here where -- met today -- as well as in and California.
And then now we also had that the star if you will of the commercial.
That we impatiently awaited the arrival.
Which was on January 16 so.
Delayed us a little bit didn't delay -- -- made us nervous death by all.
Jeff how you sort of -- -- -- troubled that couldn't you it was awfully close to absolute deadline for the both of the whole us I mean.
We have you -- little worried come on -- worry what you.
There's no question we where I spent a lot of -- every morning when I got up I was on the phone with our -- manager here.
-- to find out if we had a baby his.
When when we started in this planning process -- her a lot of debates on if we could -- -- production timeline and if we could deliver a baby and basically we said its mother nature but we'll do our best and luckily Tarlow the mother and little hope made and often times.
Jeff -- great job you melted everybody's heart without a global sundown we thank you very much for being on -- and company today thank you very much Jeff.
Last word from my book have you exhausted the collides -- repertoire of potential commercials.
You know -- finance thinking about that this morning this is -- -- -- that much harder it is is -- celebrity stressed out about it and you've got the you've got the contract is that you.
I don't know I hope so.
What an advertiser I think there is okay after the not -- -- Italian we're already taken about a trust me.
Well congratulations my but it was a terrific emotional we have informed view creativity thank you very much for -- very much guys that.
