It’s always good to have a role model so you know what you want to be when you grow up. Brands today are rightly concerned that they do and say the right thing during the pandemic. As illustrated by the gaffes made by some of the email marketers in the early days of the crisis, using it as an excuse to take our time but adding little to our ability to deal with events. Nobody wants to take a mis-step like that on national television. That’s why Bill McKenna and I are taking a moment of your time to spotlight a role model ad. You may have already seen it, "Budweiser’s One Team 30”.
Few people could see and hear that ad without feeling good about Budweiser. They actually did something – donated money to save lives, tying it to sports – and they used our 30 seconds to applaud today’s real heroes. That hero idea was one we had recommended in a recent RBDR video, and Budweiser's execution is authentic.
The RMT Motivations strongest in the ad are Creativity, Competency, and Altruism. Competency comes through as a job well done by the brand (not just in the ad but in the deed of donation), and by the people shown in the ad, making us all feel like we are also doing our job well in the crisis, we are indeed the Home Team, and One Team, as Budweiser points out. My earlier exhortations to help keep morale up because that also keeps immune systems up are coming to fulfillment in the hands of great marketers. I’m sure the world joins me and Bill McKenna in thanking Budweiser for showing the way.
Stay well, stay present, Bill