In the late 1990s, Budweiser launched an advertising campaign that would leave an indelible mark on popular culture – Whassup?, also known as Wazzup. From its debut during Monday Night Football on December 20, 1999, until its conclusion in 2002, this commercial campaign captivated viewers and became a cultural phenomenon. In this blog post, we'll take a trip down memory lane to explore the birth, impact, and lasting legacy of the Whassup? ad campaign.

The Birth of Whassup?

The Whassup? advertising campaign holds a unique origin story that traces back to a short film called True. Written and directed by Charles Stone III, True featured Stone and a group of his childhood friends, including Fred Thomas, Paul Williams, Terry Williams, Jimmy "Puerto Rock" Perez, and Kevin Lofton. The film depicted the everyday conversations and interactions of these friends, with a comical twist—the repetitive use of the phrase "whassup?" to greet each other.

True first gained attention within the film festival circuit, where it garnered positive feedback and applause from audiences. One of the individuals who caught wind of the short film was Steve Weinshel from C&C STORM Films. Recognizing its potential, Weinshel believed that the concept had broader implications beyond the confines of a short film. With this vision in mind, he shared True with the creative director Vinny Warren and art director Chuck Taylor at the renowned Chicago-based ad agency DDB.

Upon viewing the short film, Warren and Taylor recognized the brilliance and relatability of the "whassup?" greeting. They immediately saw the opportunity to turn this concept into a memorable advertising campaign. Eager to bring this idea to life, they took it upon themselves to approach August Busch IV, vice president of Anheuser-Busch. With his leadership and support, they secured the licensing rights from C&C STORM Films and brought Charles Stone III on board to direct Budweiser TV commercials based on the film.

The casting process began to assemble the perfect ensemble of actors who could embody the humor and camaraderie portrayed in True. Scott Martin Brooks eventually landed the role of Dookie, one of the central characters in the campaign, when Kevin Lofton declined to audition. With the cast finalized, the stage was set for the birth of the Whassup? advertising campaign.

The collaboration between Charles Stone III, DDB, and Budweiser gave birth to a campaign that would soon take the world by storm. By leveraging the relatable dynamics and comedic timing established in True, they set out to create a series of commercials that would resonate with audiences on a global scale.

The Whassup? campaign burst onto television screens on December 20, 1999, during a highly anticipated Monday Night Football game. As the commercials aired, viewers were introduced to the hilarious conversations between friends, revolving around the now-iconic phrase "whassup?" These ads showcased the characters engaging in mundane activities while regularly checking in with one another, using "whassup?" as their signature greeting.

The simplicity of the campaign was its genius. The concept of friends catching up and using a playful phrase to connect struck a chord with audiences worldwide. It tapped into the universal experience of maintaining relationships and staying connected, while adding a comedic twist. The catchy and infectious nature of the "whassup?" greeting quickly captured the imagination of viewers, making it a part of everyday conversations and pop culture references.

With its origins rooted in a short film and the creative minds at DDB, the Whassup? campaign quickly captured the attention of viewers and became a cultural phenomenon. The characters' hilarious phone conversations, punctuated by the comical greeting of "whassup?," resonated with audiences worldwide. Budweiser's clever integration of its brand within the commercials solidified the connection between Whassup? and the popular beer.

The campaign's appeal was its ability to transcend boundaries and speak to people from all walks of life. The relatable interactions among friends and the lighthearted slurring of "whassup?" created a shared language that went beyond cultural and linguistic differences. It became a catchphrase that united people, offering a humorous and easy way to connect and bond.

Parodies and Homages

A testament to its success, the Whassup? campaign inspired countless parodies and homages. People from all walks of life created their own versions of the ad, injecting their unique twists and incorporating references to pop culture. This proliferation of parodies showcased the campaign's enduring impact and influence, further solidifying its place in popular culture.

The parodies not only expanded the campaign's reach but also fostered engagement and conversation. They became cultural touchstones, serving as humorous points of connection among individuals and communities. The Whassup? campaign had become more than an advertisement for Budweiser; it had become a cultural phenomenon that sparked creativity and shared experiences.

Legacy and Lasting Impact

Even today, more than two decades after its debut, the Whassup? campaign continues to evoke nostalgia and fond memories. The catchphrase remains embedded in the collective consciousness, reminding us of a specific era and the power of a simple greeting. Beyond its cultural significance, the campaign revolutionized advertising by showcasing the power of humor, relatability, and simplicity in capturing audience attention and loyalty.

The Whassup? campaign set a precedent for future advertising endeavors, encouraging brands to push boundaries and embrace unconventional approaches. It serves as a reminder of the lasting impact advertising can have on our collective consciousness and how cultural references can create lasting connections with audiences.

The Whassup? advertising campaign by Budweiser stands as an iconic and unforgettable moment in the history of commercial advertising. From its origins in Charles Stone III's short film to its widespread cultural impact, the campaign captured the hearts and laughter of viewers worldwide. The catchphrase "whassup?" became a symbol of a specific time and place, representing the power of humor, relatability, and shared experiences. The Whassup? campaign remains a testament to the enduring influence of clever and memorable advertising.

Labels: 1999, Advertising Adventure, Budweiser, Whassup?