Budweiser, long a masculine brand, is reimagining some of its historically sexist ads, as the brand announces its membership with #SeeHer, a movement to improve the positive portrayal of women in advertising.
Bringing the partnership to life, Budweiser and #SeeHer remade three of the brand’s ads from the 1950s and 1960s, showcasing the women portrayed in the original ads with more balanced and empowered roles. Each ad speaks to a theme – independence, equality and fulfillment – and was created in collaboration with #SeeHer and three prominent women illustrators, Heather Landis, Nicole Evans and Dena Cooper.
In addition to being featured on Budweiser’s social channels, the ads will appear in issues of The New York Times, Chicago Tribune and The LA Times.
This campaign officially kicks off Budweiser’s membership with #SeeHer and they will continue working together to help better inform and evaluate Budweiser’s creative before it is released to the world.
Monica Rustgi, vice-president of marketing for Budweiser, said: “As a leader in advertising, it’s our responsibility to showcase women in more balanced and empowered roles. We are proud to officially announce our long-term partnership with #SeeHer to better inform and evaluate our future creative.”
Budweiser said it is committed to doing its fair share of the work to realize an advertising world where positive portrayals of women reaches 100%.
Budweiser worked closely to ensure the creative teams reimagining the ads were also equally representative of culture. VaynerMedia’s Chelsea Furlong and Jes Vallee helped lead the copy and creative of the ads.
See the before and after ads by clicking on the Creative Works box below.