Budweiser

The video I chose is an advert for Budweiser. The youtube video gives the top 10 of 2008's Super Bowl, the actual advert I am talking about is number 8.

Now I chose this particular one because, although it does not feature a human figure as the centre of attention, it is a clear mention (to me) of the American Dream and can nearly be drawn back to the "Alger Complex" that I talked about in my presentation on Gabriel.

It clearly shows that people are still stuck on this idea of an American Dream, that working hard will get you somewhere and that success is possible. The advert is basically a horse that can't take part in whatever the other horses are doing, so a dog decides to train the horse. And one year later, the horse is included in the team that rejected it the previous year.

To add to the appeal of the advert, it includes some "funny" elements like the horse and the dog, theme music from Rocky, etc ... so that the public can be amused. But behind this is the image of an America that can work towards its goals. And probably there is also the message that by drinking Budweiser, your dreams can be reached more easily. So, yes, I really do think that this advert just reaches out to the heart of every american by promoting this image of success and achievements through labour and by saying that it is possible. It also promotes this nice image of America outside the country itself, maybe to some close neighbors.