December 20th, 1999 was the day Budweiser made its mark on pop culture. "Wazzzz up?" were the two viral words that everyone used when talking to their friends. This commercial has been the recepient of various awards, including the coveted Clio award which rewards creative advertising. Not only did this minute clip help Budweiser sales increase, but it helped demonstrate how capturing your audience is key in order to achieve a succesful advertisement. Charles Stone, the commercial's director, intertwined ancient methods of persuasion, which are ethos, pathos, and logos, and made sold a product to viewers across the nation.
Budweiser, the sender of the ad, effectively captures audiences through humor and to an extent, make their product seem harmless. Viewers are consistently entertained and there is never a boring moment. It is also to keep in mind what they are selling, since every guy is holding a bottle or six-pack of beer. Stone brings it back around at the end and after all the yelling, the men remember and go back to "Just watching the game, having a Bud."
This leads to the message, or ethos, of this commercial: enjoy every moment of the day, be it while watching television or picking up the phone, with a cold beer in hand. In order for viewers to go along with the trend, they may feel that in order for their own setting to make sense, need to specifically have a Bud. No harm exists, which for some can contradict the true dangers of alcohol. For others, the sender manages to convince those watching that a couple beers with some friends will not put lives at serious risk. If anything, it will instigate a good time.
"That is exactly how it goes." These thoughts of a "guy's night" are instantly exposed when taking a look at this clip. Budweiser connects on an emotional level with their beer-loving, football crazed audience. Even those who don't necessarily enjoy drinking or watching a game, fall under the "Wazzzz up?" trance. Through the use of pathos, a clear and simple message is communicated: Having fun and saying stupid things are exactly what a friendship encompasses, along with the beer that, in this case, adds to the excitement occurring.
Like men of few words, this commercial does not contain an extensive or even intelligent amount of dialogue. The first dialogue is between two guys on the phone, who ask each other the same thing: "Sup? Nothin'. Just watching the game, drinking a Bud." A roommate walks in and the frenzy starts up. "Wazzz up? Waaaazzzzzzzz up? Waaaazzzz upppp? azzzzz, azzzz, uuu, ppp? Nothin'. Just watching the game, drinking a Bud. True." These few words brought together many people from 1999 to 2003. "What's up?" became "Wazzzz upp?" and gradually it became the tie between this group of friends.
The logic of this scenario is simple. It starts with a common image, guy laying on the couch, watching the game, and enjoying a beer. Roommate walks in with a pack of beer and that can only seem to mean one thing: game time. Although, this clip brought many together, it seems to be directed to those between the ages of 21 through 30, living with a roommate in your very own bachelor pad. The other friends are all different and have there own way of saying "Wazzzzz up?" which towards the end, brings them only together, regardless of their background.
Through the simple message and language the sender employs, a spur of emotions reach viewers everywhere. This commercial is recognized by many that hit televsion shows like The Simpsons and South Park have incorporated "Wazzzzz up?" into their scripts. The numerous commercials that followed were given a rest in 2003. The clips, which came to be known as "True", continue to this day playing a part in network televisions and bachelor pads. Inevitably, that's how game nights are spent. And inevitably, one may still find themselves answering the phone with a long "Waaaaazzzzz uuuppp?" True?
