Budweiser just released their 2016 Super Bowl commercial four days ahead of the actual game, as now seems to be commonplace. The commercial itself, labelled as a drunk driving PSA, stars Helen Mirren telling any would-be drunk drivers that they are, basically, the lowest scum on the earth. The problem is, this isn’t an anti-drunk-driving PSA.
Have a look for yourself.
The commercial starts with Helen Mirren saying, “Ooh, my beer, lovely” after she’s been served with a Budweiser. So the first thing the ad is hitting the viewer with is beer. And not just any beer, but a fresh, sweet, sweet, frosty Budweiser. The King Of Beers, lest you forget.
Mrs. Mirren goes on to make some very frank declarations about how dumb and useless you are if you drink and drive. And I agree with all of them. Drunk driving is a very serious problem that doesn’t get nearly enough attention or have nearly harsh enough consequences.
However, I can’t help but feel that most people watching this ad will agree, too. No one ever comes out in support of drunk driving. So it’s not like Budweiser is doing anything notable here. They’re just doing what they know they have to do every once in a while, as one of the world’s largest beer manufacturers. But I can’t remember watching an “anti-drunk driving” PSA that so actively advertises beer. In fact, this drunk driving PSA makes me thirsty for a beer.
Forget the fact that Helen Mirren gets all matter-of-fact and tells potential drunk drivers that the whole world will thank them for not drinking and driving. That’s the middle bit of the ad. People are going to spend more time thinking, “Hey! It’s Helen Mirren gettin’ sassy” than they will actually listening to what she’s saying. They’ll see the perfectly lit bottle of Budweiser sitting next to a deliciously styled burger and fries. They’ll notice the beautifully staged pub she’s sitting in. And they’ll most certainly remember that this drunk driving PSA starts and ends with Helen Mirren talking about how great cold, fresh beer is.
This is a beer ad camouflaged as a PSA. It’s basically saying, “You shouldn’t drink and drive, but you should definitely drink. Isn’t beer delicious?” The ad features no suggestions for how you might avoid drinking and driving, it just says you’re an idiot if you drink and drive. No shit. How about giving people a reminder to call a cab, or a friend, or take the bus, or even walk home? You might plant that seed in their mind. Instead, this ad just tries to be memorable by having a famous woman with an English accent say some pithy things. All while enjoying a beer. Yes, that definitely makes me want to drive and not drink.
This is a PSA for Budweiser and how awesome it is. The company is down with Helen Mirren. She even drinks it! Maybe even in real life! You should drink it too! That’s why this alleged anti-drunk driving message ends with her holding a Budweiser saying, “Cheers. Ah, nice and cold.”
I don’t know about you, but I could really go for a beer.