I wrote about the 2012 Budweiser Superbowl commercial briefly yesterday here on my blog. As I walked around the office, I saw it on a number of co-worker’s screens throughout the day. It was shared all over Facebook and Twitter. Clearly, it’s been a hit online and it’s not even Superbowl Sunday yet!
But a coworker of mine has been going on since yesterday about how he thinks this commercial is a fake, or staged. I’ve been brushing him off, laughing at his accusations, telling him to JUST BELIEVE in the ad because it is all that is good in my world right now. But no, he had to go and find proof of his theory.
So impressed with his dedication to the truth, I offered up to him the option for me to showcase his theory here on this blog. The following comments are his thoughts (and his alone – I take no responsibility!) on this commercial, along with the evidence he has carefully collected.
I like the Budweiser Super Bowl ad. Please, don’t get me wrong.
I don’t like being mislead.
Immediately after watching for the first time I knew that this spot was staged. Maybe not the initial introduction of the flash mob or announcers, but once everyone was in place, the spot was set up.
No one seems to believe me.
Obviously I needed to find concrete proof.
The announcers indicate clearly that a portion of the spot is overtime. We see number 22 break free of a defenseman, just over his own blue line, in the middle of the ice, into what looks like a two man breakaway.
The player with the puck has now shifted to the top of the circle on the right side of the ice getting ready to take a slap shot, on net.
The player has now shifted to the right side of the net, shooting a slap shot (indicated in photo 2) to the top right corner of the net.
First issue: You can see clearly through the first three photos that the player is a right handed shooter. As any hockey player who shoots right handed can tell you, to execute the slapshot indicated in photo two and three, you would have to open up your body completely to direct your shot into the top right hand corner.
Second Issue: It is indicated starting with photo 1 that the player with the puck on the two man breakaway is #22. When you look at photo 2, you can clearly see that the player getting ready to take the slap shot is wearing Nike hockey pants – clearly indicated by the giant swoosh on his pants. However, earlier in the spot, there is a clear photo of the player wearing #22 with Bauer hockey pants.
Still don’t believe me?
Keep the spot rolling and you will see the player, presumably who scored the goal. Yet, I don’t see a Nike swoosh on his pants, nor a Bauer logo.
How did this goal most likely happen?
I’d venture to guess that player #22 and player #10 were on a two man breakaway and player #10 scored the goal – not quite as compelling as a slap shot from the top of the circle.
Don’t get me wrong, as I said earlier – I like this ad.
I don’t like being mislead into believing that this was a real game that happened organically.
So, what do you think dear readers? Is this a case of careful editing? Or do you think throws the whole authenticity of the spot, the idea that Budweiser actually executed a flash mob without the team knowing it was coming, into question? I would love to know your thoughts.
(And don’t shoot the messenger.)
Edit: Want to update anyone who reads this blog post. Briar, Manager Corporate Affairs of Labatt Breweries of Canada has reached out to me via email to set the record straight on this blog post:
Just read your blog post and wanted to set the record straight! I can assure you that the ad was not staged at all. There was a great deal of planning that went into place to make this real, authentic and genuine – the fans and some production crew did not know what they were filming until the day before. As for the players, we told them we were filming a documentary on hockey and needed some footage.
I was actually there that night in the stands and saw the entire event unfold. Every minute was a complete surprise and we didn’t reveal to the teams that it was a Super Bowl ad until two weeks ago.
As I said in my email, I’m incredibly happy to hear this. I thought it was a fantastic spot and I think the team at Labatt and the ad agency responsible for this did an amazing job.
Thanks again, Briar, for reaching out and providing additional information on this spot.