Raise a Glass to Dad

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Raise a Glass to Dad

"Here's To Beer," the beer industry development effort led by Anheuser-Busch, is debuting new ads for Father's Day saluting the powerful bond between fathers, sons and daughters as part of its "Who Would You Have a Beer With?" campaign.

The new television ad features Emmy Award-winning broadcaster, Joe Buck, saluting his father, legendary Hall-of-Fame broadcaster Jack Buck. The ad, themed around the special relationship fathers have with their children, combines historical broadcast footage and Buck family photos with poignant commentary from Joe Buck.

The ad will air throughout June on national broadcast and cable networks during high-profile sporting events, including broadcasts of the FIFATM World Cup, U.S. Open Championship, NHL Stanley Cup finals, NBA Finals and select MLB broadcasts. St. Louis-based Anheuser-Busch will also run a "Here's To Beer" Father's Day print ad in USA Today on June 16, encouraging adult consumers to raise a glass to dad.

"Getting together for a beer is a great way for fathers and their adult sons and daughters to celebrate the day, share stories and create new memories that will last a lifetime," said Bob Lachky, executive vice president, global industry development, Anheuser-Busch. "These new ads are a unique way to honor fathers and convey beer's place in family celebrations."

Launched in April, the "Who Would You Have a Beer With?" campaign is a series of ads featuring vignettes of celebrities discussing who they would have a beer with if they had the chance. The first two ads in the series featured Spike Lee saluting baseball legend Jackie Robinson and Emmy Award-winning actor and "The Sopranos" cast member Michael Imperioli toasting film legend Humphrey Bogart.

In conjunction with the ads, "Here's To Beer" is hosting a consumer contest called "Who Would You Have a Beer With?" at www.herestobeer.com. In the first phase, entrants nominated anyone – famous or unknown – and provided 50 words or less to make their case. Five finalists will be selected to receive a video camera to record their stories, which will then be posted on the Web site. Beginning July 24, consumers can visit www.herestobeer.com to vote on their favorite video. The creator of the winning video will receive a trip for four to Oktoberfest in Munich, Germany.

The "Here's To Beer" campaign which debuted in February, is a grassroots campaign to elevate the image of beer and focuses on three key areas -- reminding consumers of the social value of beer; romancing the product and the art of brewing; and encouraging consumers to view beer differently, such as pairing it with foods. Since February, the "Here's To Beer" consumer Web site has averaged nearly 100,000 hits per month.