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Bud Light

DDB, Chicago

[1.08.008]

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Bud Lite “Dude” (01:00) #
A man is sitting on a couch and watching
television. He is joined by his flatmate,
which makes things a little too tight for
comfort for the first guy. Just one word,
and the other one shifts over a little. The
word “dude” – spoken with a variety of
different emphases – is now used every
time things occur that are not to the liking
of the protagonist: people who push to
the front of a line, or the exasperating
way a coworker taps his pencil on the
desk. Things come to a head in the
evening when he is sitting in the pub with
his flatmate and the guy orders the wrong
drink.

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Bud Lite “Dude” (01:00) # A man is sitting on a couch and watching television. He is joined by his flatmate, which makes things a little too tight for comfort for the first guy. Just one word, and the other one shifts over a little. The word “dude” – spoken with a variety of different emphases – is now used every time things occur that are not to the liking of the protagonist: people who push to the front of a line, or the exasperating way a coworker taps his pencil on the desk. Things come to a head in the evening when he is sitting in the pub with his flatmate and the guy orders the wrong drink.

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