LOS ANGELES and NEW YORK -- The creatives at Fusion Idea Lab called on the directorial talents of Coppos Films Director Brian Aldrich to shoot two humorous commercials for client Anheuser-Busch. The :30 spots, titled "Arms" and "Eavesdropper," promote Bud Light. "Arms" premiered on Sunday, January 26th during NFL Super Bowl XXXVII. Both commercials will continue to air this winter.

Scene from "Arms"

The first spot "Arms" demonstrates the extremes that some people will go to ensure they always enjoy their Bud Light without having to compromise anything else in their life. The spot opens in a restaurant where a young couple is on a date. The man's back is facing the camera, but a look of concern and alarm is captured on the woman's face. The sound of the man pouring a beverage is heard as a close-up shot of the woman indicates that something horrific is taking place. The camera circles around to her date, revealing a three-armed male who is simultaneously cutting his food with two hands and pouring his Bud Light into a glass with the other. Seeing the look of panic on her face, the man asks, "Everything okay?" The woman attempts to understand why a person would intentionally have a third arm attached. The man excitedly explains, "Aw, baby it's the best thing I've ever done. For one thing, I never have to put down my Bud Light and when it's my turn to buy a round, I can carry like nine beers," which he amusingly illustrates by holding up five fingers on one hand and two fingers on the other remaining hands. [an error occurred while processing this directive]

Scene from "Eavesdropper"

"Eavesdropper" begins with a man sitting in his apartment when he suddenly hears a woman's voice faintly coming through the vent in his wall. The woman is heard saying some interesting things to the other person in her apartment, "Oh, you're a naughty little boy, aren't you? You keep it and I'm going to give you a spanking!" Intrigued, the man rises from his seat and rushes to the wall, hoping to hear more of this woman. Dying from curiosity, the young man pulls off the vent from his wall and proceeds to climb into the air duct. As he gets closer he hears her state, "Okay, now you get on all fours." When he finally gets to a perfect view of his neighbor and her guest, he is surprised to find her with a Bud Light in hand disciplining her disobedient dog. Suddenly, the man's weight is too much for the duct and it collapses under him throwing him on to her bedroom floor. The woman screams in terror as the man lies there with the dog biting at his pants.

"Collaborating with the team from Fusion Idea Lab on these two spots was really great," says Aldrich. "They were really smart and easy to work with. The material they had in their scripts and on the storyboards was fresh and innovative. I then added some quirky idiosyncrasies, which made both spots really funny. I was thrilled that they let me run with it, and that 'Arms' made its debut during the Super Bowl."


Client: Anheuser-Busch Bud Light
Airdates: January 2003
Spots: "Arms" :30, "Eavesdropper" :30

Advertising Agency: Fusion Idea Lab/Chicago, IL
President/Creative Partner: Mike Oberman
Creative Partner: Matt Brennock
Producer: Katie Green Juras
Copywriter: Dave Smith
Director of Account Management: Laurel Maddox

Production Company: Coppos Films/Los Angeles & New York
Director: Brian Aldrich
Owner/Executive Producer: Michael Appel
Managing Director: Joanne Ferraro
Controller/Head of Operations: Lucy Campos
Head of Production: Alexandra Chamberlain
Producer: Mary Ann Marino
Production Supervisor: Bryan Sierra

Editorial: The Whitehouse/Santa Monica & Chicago, IL
Editor: Livio Sanchez
Assistant Editor: Dan Oberle
Producer: Lara Pilla

Visual Effects Company: Ring of Fire/West Hollywood, CA
Creative Director/Henry Artist: Jerry Spivack
Executive Producer: John Myers
Senior Compositors: Danny Yoon, John Ciampa
Producer: Casey Conroy
Online Editor/Composite Artist: Paul Geiger

Postproduction Company: Company 3/Santa Monica, CA
Colorists: Mike Pethel ("Arms"), Steve Rodriguez ("Eavesdropper")

Audio Post: Eleven/Santa Monica, CA
Mixer: John Bolen
Assistant Mixer: Matt Downs

Music Production & Sound Design: Soundelux DMG/Hollywood, CA
Music Composers: Mikael Sandgren, Lars Anderson
Sound Design: Bryan Celano

For more information, go to www.copposfilms.com.



Source: Coppos Films