When Helen Mirren talks, people listen — and it’s not just because she’s an Academy Award-winner. Her candor is refreshing, on full display and leveraged perfectly in a Super Bowl spot for Budweiser, created by Anomaly.
The opening alone, where Mirren introduces herself as a “notoriously frank and uncensored British lady,” sets the tone for a verbal undressing of those who drive intoxicated. Various invective includes direct shots across the bow including, “if you drive drunk, you, simply put, are a short-sighted, utterly useless oxygen-wasting, human form of pollution.”
Other scorn implies that if a drunk driver’s brain were donated to science, it would be returned. There is also some Brit-speak in there as well, with Mirren imploring people not to be a “pillock” (or stupid person — had to look that one up).
The campaign, aside from the ad, includes a branded Twitter emoji, a #GiveADamn hashtag (with a dollar donated to safe ride programs, every time it’s used) and a mobile site, StandWithBud.com, that offers up different options for people to get home safely from Super Bowl revelry.
Suffice to say, this one will catch people off guard, but the message is undeniably clear and very worthwhile.