Budweiser strikes again.
Once again, with the help of a puppy, the beer maker created another viral commercial. Earlier this year, it aired a Super Bowl commercial titled “Puppy Love” that I deconstructed for Poynter.org readers.
The new ad, “Friends are Waiting” comes with this cutline:
Next time you go out, be sure to make a plan to get home safely. Your friends are counting on you. Enjoy Budweiser responsibly. #FriendsAreWaiting
Watch the ad then let’s pull it apart to see what video storytelling lessons we can adapt to news writing:
The story uses a story frame I call:
Once Upon a Time — Suddenly — Fortunately — As it turns out
The playful pup falls in love with the man and the man adores the dog.
There are some interesting tensions along the way. The dog runs away with the leash, he chews on a shoe and at nine seconds in, even when the man is sick, the dog is there on the sofa comforting him. Read more