Puppy Love ou quand l’amitié n’est pas qu’humaine chez Budweiser

Pour le Super Bowl 2014, Budweiser a décidé de jouer la carte de la continuité vis à vis de la publicité de l’an passé, prônant les liens forts entre un éleveur de chevaux et ses bêtes. Ce dernier joué par l’acteur Don Jeanes s’occupait dans la publicité « Brotherhood » de l’élevage de Clydesdales, une race de cheval de trait utilisée entre autres pour tirer les attelages de la marque de bière américaine.
Cette année donc, même acteur, mais plus en retrait, cette fois ce sont les animaux qui sont mis en avant à travers « Puppy Love ». Et quoi de mieux qu’une amitié hors du commun entre un chiot et un Clydesdale pour attendrir le public ?


Bien qu’un peu vu et revu, le thème de l’amitié entre animaux est bien traité dans ce spot dont les mots clés sont émotion et tendresse. A date la publicité Puppy Love, mise ligne le 29 janvier et totalisant 30 millions de vues, est bien aidée par le choix musical de « Let her go » de The Passenger qui s’adapte à merveille avec le développement scénaristique que veut amener la publicité.

Ce spot détaille la rencontre entre un petit chiot et un Clydesdale, qui noue une relation sentimentale dès le premier regard. S’ensuivent les tentatives répétées d’évasion du chiot de son centre d’adoption pour aller voir son ami équin jusqu’au jour où une personne vient pour adopter le chiot et quitter la ferme avec lui. Cet « enlèvement » n’est pas du goût des Clydesdales qui décident d’empêcher le départ du chiot, un final plein de tendresse montrant que rien n’entrave l’amitié, même entre animaux.

Budweiser cherche à montrer qu’elle est la bière de l’amitié. Là où de nombreuses autres marques de bière jouent la carte du sport, Budweiser reste simple avec depuis l’an passé des spots se déroulant à la campagne avec des scénarios simples mais terriblement émouvants, pour parler au coeur des hommes américains. En ajoutant cette année le petit chiot, la publicité gagne en potentiel « cute »en surfant sur la vague des vidéos de chiots et chatons qui font des ravages sur le web.  

Le hashtag #bestbuds (pour best buddies, meilleurs amis) est clairement explicité à travers ce spot, quoi de mieux  que cette amitié atypique pour donner du crédit à ce slogan ?

Espérons pour Budweiser que « Puppy Love » rencontre autant de succès que « Brotherhood » l’an passé.

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2 Rétroliens / Pings

  1. Les meilleures publicités du Super Bowl
  2. "Lost Dog", la publicité de Budweiser pour le SuperBowl

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